British Apples and Pears announces 2021 plans for the season

British Apples & Pears Limited (BAPL), held its annual trade event on Friday 14th May 2021. In line with government guidance, the event took place virtually via webinar. It was hosted by BBC Radio 4 and Countryfile presenter Charlotte Smith.

The exclusive event was a chance for BAPL growers to update key UK retail representatives and the trade on the coming 2021 season and the success of British top fruit. With a panel of British growers, including Sarah Calcutt, Operations Director of BAPL, the event gave attendees an opportunity to ask questions and share views in the spirit of industry collaboration.


During the webinar, BAPL gave an overview of its planned 2021 start of the season promotional activity, kick starting on Monday 4th October 2021. This included early insights into the research findings of a new apple and pear industry sustainability report by Professor Louise Manning from the Royal Agricultural University (RAU).


Professor Manning revealed that British apple and pear growers continue to make significant progress towards sustainability goals, including 93% who have biological controls at the heart of their crop management practices and that 100% of waste packaging is recycled. The full report will be published in early October 2021, at the start of the British apple and pear season.


In addition to the publication of the sustainability report, BAPL start of season promotional plans include a continued collaboration with renowned chef and British apple enthusiast, Raymond Blanc. After the success of the 2020 campaign and his passion for championing local produce, British Apples and Pears will be working with Raymond Blanc for a second year to launch the start of the season.


During the webinar, BAPL also announced a new ambassador partnership for 2021. JLS member, and now farmer, JB Gill, will be working on a dedicated social media campaign to reach an even broader demographic with BAPL’s apple a day message.


Ali Capper, Executive Chair, British Apples & Pears commented: “This year’s virtual trade webinar was extremely popular, with all major supermarkets attending. The news of our upcoming sustainability report and our major investment in 2021 season launch promotion were very well received. We are confident that retailers will really get behind our efforts to highlight the environmental, quality, taste and health benefits of British apple and pears. This year really is going to be bigger than ever.


“We are also thrilled to announce our continued partnership with Raymond Blanc. As a keen sustainability and food ethics advocate, he is the ideal voice to help us encourage consumers to buy delicious, British produce.”


Source: Fresh Plaza