A new campaign aims to convince shoppers to ditch juice made from imported oranges in favour of juice made from English apples.

In support of Apple Day 2013 (21 October), the Campaign to Protect Rural England (CPRE) is calling on shoppers to support local growers by checking where their juice comes from before they reach the check out.

It cites Defra data showing that only 10% of fruit that UK shoppers consume is home-grown, adding that just over one-third of apples eaten in England every year are home-grown [English Apples and Pears].

It was “mad” that orange juice was the “king of breakfast juice” when the UK had so much home-grown produce available, said Graeme Willis, senior food and farming campaigner at Campaign to Protect Rural England.

CPRE is urging shoppers to seek out and try home-grown English apples instead of choosing imported varieties. “Most of all, think twice before reaching for the same old carton of imported orange juice or an imported apple. Your taste buds will thank you, as will English apple growers.”