Cox takes a back seat as shoppers favour modern apples

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Traditional British fruit varieties may be making waves because of their alleged superior nutritional value this week – but when it comes to apples, retail sales of modern varieties continue to steal a march on old favourites such as Cox.

Volume sales of Cox are currently down 7% year-on-year to 23,170 tonnes, according to new data from industry association English Apples & Pears. Meanwhile, sales of Gala are up 14.5% from 26,000 tonnes to 29,800 tonnes.

Gala growth rates have been outpacing those of Cox for some time and last year volume sales of the variety overtook Cox for the first time in a century.

“There’s no point in being nostalgic,” said English Apples & Pears chief executive Adrian Barlow. “Consumer tastes are changing and it is important that growers invest in these newer varieties.”

Meanwhile, Braeburn sales are up by a whopping 63.1% year-on-year as of 1 April, from 9,000 to 14,867 tonnes, as the apple continues to bounce back from a particularly poor crop last season.

Overall, sales of English apple varieties in the mults are up 13.2% year-on-year so far this season, to 86,100 tonnes.

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