Industry Update

New Season Update

Now that the 2008/2009 crop has been picked, the final crop volumes have been determined. The total crop is 22% higher than last year but the Class I volume for fresh sale is only 17% higher. This is more than earlier forecasts which indicated the crop would be only about 10% higher than in 2007. However, last season there was insufficient Class 1 fresh product to meet demand in full throughout the year. Despite the increase this year, it is likely that the industry will struggle to meet all the demand later this season in view of the probable increase in sales due to the bi-centenary celebrations.

The harvesting of this season’s crop progressed better than expected, due mainly to the fine, dry conditions that were in marked contrast to the wet and cool weather in August. Both the processing and juice markets are depressed at present and there is much concern in Northern Ireland as orders from manufacturers, particularly Magners, have been greatly reduced due to the decline in the sales of their cider.

Cumulative sales to the multiple retailers this season are slightly lower than at the same time last year last year’s exceptionally strong performance. Several retailers have promoted Bramley over the last two months and much of the shelf space that was relinquished at the beginning of the summer in order to ensure we did not run out of stock, has now been recovered. Unfortunately, both the processing and juice markets are depressed at present and there is much concern in Northern Ireland as orders from manufacturers, particularly Magners, have been greatly reduced due to the decline in the sales of their cider.