As new varieties are assessed there is the additional goal of reducing pesticides and to assess their performance in a variety of storage regimes to ensure the highest quality product, with the potential to extend the British season.

Norman Collett Ltd represents some 50 specialist producers, predominantly from Kent, the core of whom are the members of Mid Kent Growers.

In the 2007-2008 season Colletts expect to sell some 2 million trays of apples and pears to a range of major multiples as well as the wholesale market; this figure represents an 11% increase in fruit marketed year on year.

There is already a well established company blueprint giving credence to Andy Sadler's philosophy which reflects a changing industry.

For instance, Nigel Jenner, technical director, is already playing a key role leading  Collett's variety and storage trials.  Assessing and trialing new techniques spreads from its role as one of the supporters of the work carried out by BASF and Bayer CropScience  to being one of the first companies to adopt SmartFresh and eliminating the need to drench.

"While all these activities influence and support our growers, they are ultimately designed to widen the range and increase the flexibility of our sales desk," he explains.  

"The historic basis of our growers' production has been Cox, Gala, Bramley and Conference, "he says "but things are changing."

"Cox will never shrink to become a niche market in my view because we represent some real specialists. However, looking at all varieties overall total production volumes will double over the next five years.

"There will be greater emphasis on Gala and Braeburn, with Cameo and Rubens now coming into commercial bearing. All planting has taken place in the best areas, with selection very much influenced by what our retail customers are telling us”.

And further down the pipeline there are newcomers in waiting. Modi - a block dark red conical apple bred from Gala and Libertine will be available in limited quantities next season. Beni Shogun, a Fuji clone with a soft blush, rather than the continental brick red tones, resembling the original parent grown in China will be sent out for sampling for the first time in 2008.

There are also five unnamed promising red apple varieties and three red and blushed pears under trial across the six UK sites which Collett oversees on a partnership basis with its growers.
These sites have already become the centre of attraction for the whole membership, as well as retail buyers and their technologists during their regular visits.

"This direct connection at the earliest stage represents another critical aspect,” says Sarah Calcutt, business development manager.

"Our collective views form the basis of an assessment which takes several seasons, but everyone is aware of the decision making."