The renewed case for co-operation in marketing British apples

doi:10.1108/00070709510085602

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British Food Journal

ISSN: 0007-070X

Online from: 1899

Subject Area: Industry and Public Sector Management

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The renewed case for co-operation in marketing British apples

Document Information:
Title:	The renewed case for co-operation in marketing British apples
Author(s):	Michael W. Starkey, (Senior Lecturer in Marketing, at De Montfort University, Leicester, UK), Mary Carberry-Long, (Lecturer in Marketing and Information Technology, at De Montfort University, Leicester, UK)
Citation:	Michael W. Starkey, Mary Carberry-Long, (1995) "The renewed case for co-operation in marketing British apples", British Food Journal, Vol. 97 Iss: 4, pp.3 - 8
Keywords:	Distribution, Fruit, Marketing, Marketing information systems
Article type:	General review
DOI:	10.1108/00070709510085602 (Permanent URL)
Publisher:	MCB UP Ltd
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.