Sainsbury's massively overtrades on English top fruit and upped its share from 24.5% in 2007/08 to 27.9% in 2008/09. Morrisons went up from 13% to 15.5% while the Co-op’s share rose from 10.3% to 11.6%. Tesco’s fell 5.4 points to 26%. “Morrisons has transformed its performance, giving more space and PoS to English fruit,” said Adrian Barlow, CEO of English Apples & Pears.
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