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Article Information:
Title:
The renewed case for co-operation in marketing British apples
Author(s):
Michael W. Starkey, Mary Carberry-Long
Journal:
Year:
1995
Volume:
Issue:
Page:
3 - 8
ISSN:
0007-070X
DOI:
10.1108/00070709510085602
Publisher:
MCB UP Ltd
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Abstract:
The English apple industry still faces serious difficulties despite
some movement towards market orientation. Distribution of class 1 fruit
has shifted since the late 1970s away from primary wholesale markets to
multiple retailers who were attracted by higher profit margins.
Consequently, the marketing of class 1 apples is now an administered
vertical market. Some studies suggest the industry should export;
however, believes this would be wrong for Cox until there is a sound
domestic market. Growers need to adopt the new varieties that have been
introduced by competitors in France and New Zealand. A niche market also
exists for the traditional varieties. The emphasis should be focused on
expanding the total market for apples, not on increasing market share, a
case supported by studies which show that increased consumption of fruit
and vegetables reduces the risk of cancer and heart diseases; a revival
of a marketing intelligence system for the industry is essential.
Keywords:
Distribution, Fruit, Marketing, Marketing information systems
Article Type:
General review