Apple growers and retailers throughout the world are losing out simply because of poor harvesting, according to New Zealand grower David Jason.
He said fruit was often being picked when it was immature or being left until it was too ripe.
Opportunities were also lost by growing new varieties in the wrong locations, ensuring they were unable to fulfil their potential, he told the English top fruit industry at a major conference in Kent last week organised by the Worshipful Company of Fruiterers.
Jason recommended the development of club marketing' where growers of a new variety banded together to control production and quality standards. Several alliances already exist for varieties such as Cameo and Tentation across northern Europe.
US pomologist Dr Bruce Barritt told delegates convenience would rise up the agenda. "Apples are not as convenient as we think," he said, forecasting growth in convenient fresh-cut fruit in bags.

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