Armagh Bramley Apples benefit from European food status

Armagh Bramley Apple growers in Northern Ireland have developed a new marketing identity and campaign to enable them to maximize the business benefits of EU Protected Geographical Indication (PGI) status which protects unique food products.

The growers have developed a new logo to showcase the apples as part of a marketing drive to boost sales to consumers and foodservice operations throughout the UK and Ireland. The apples gained PGI status in March 2012 and are grown in county Armagh, Northern Ireland's orchard county.

Hamilton Loney, chairman of the Northern Ireland Fruit Growers Association, says: "Our product always was unique, but now is recognised as such by the EU meaning that only growers in county Armagh can market apples as Armagh Bramleys.

"To help our customers identify these unique apples with a taste like no other our growers are using a new, eye-catching logo. This identification is aimed to help add value to the product and increase demand for an apple with many uses and a healthy reputation."

They've formed an Armagh Bramley Apple Development Programme to help drive growth through a series of promotional activities including initiatives with retailers, business groups, local government and tourism bodies to develop the growing region as a mini-break destination offering an apple experience for all the family. The initiative is also supported by the Fruit Industry Federation.

Mr Loney adds: "Building on existing events linked to apple blossom and harvest times as well as competitions for growers and consumers will help tell our story."

The objective is to emulate the success of other PGI products such as Scottish beef, Welsh lamb and Melton Mowbray Pork Pies in Britain.

The orchards in Armagh produce more than 400,000 tonnes of Bramley apples annually. The crop is sold for retail, catering and for cider production in Northern Ireland and the Republic. Upwards of 140 growers are engaged in the industry. The apples have a sharper, tarter taste than those grown in England.

The marketing drive comes as the EU has increased funding available for the global marketing of foods with PGI status.