The 14 members of the World Apple and Pear Association said they believed creating higher demand would play a major role in their campaign.
As a first step it has sought to introduce an internal quality, best practice standard. Members will present this to their countries’ industries for further consultation, followed by voluntary adoption this autumn.
Currently the association is also reviewing all the scientific literature available on the health benefits of the fruit to develop a collective strategy to help boost consumption.
Meanwhile the drive to increase membership of WAPA will continue. Of particular significance is China which grows about a third of the world’s fruit and is now beginning to export, which could put pressure on the world market.