Lidl has defied market trends by increasing the amount of British apples bought from farmers during the 2023-2024 season. This achievement was recognised at a recent British Apples and Pears Limited (BAPL) event, where Lidl was called out for achieving best year-on-year performance, being one of only two supermarkets to boost British apple sales.
Lidl outperformed its market share, buying 18,096 tonnes of British apples from BAPL members. This represents 14% of all British apple sales, compared to its grocery market share of 8%.
During the 2023-2024 season, Lidl was one of only a few retailers – and the only discounter – to stock British apples 52 weeks of the year as part of a trial in selected stores. Working with its suppliers, it has been able to introduce new varieties – something it will continue to do in the future, meaning households up and down the country are not restricted to buying British at specific times of year.
Demonstrating its commitment to the sector in what has been a difficult year, the discounter is supporting the start of the new British apple season by offering customers 50% off via the Lidl Plus app. This initiative saw apple sales jump by a massive 51% YoY on the first day of the offer, with Gala and Bramley proving most popular.
The offer, which started last week and ends on the 2nd October, can be redeemed multiple times and is part of a wider Marketing campaign by the discounter focusing on British apples and its Fresh Promise Guarantee whereby customers can get their money back if they’re not happy with its fruit or veg.
Richard Bourns, Chief Commercial Officer at Lidl GB, commented: “We’re delighted to receive recognition from BAPL for the increased volume of produce we buy from British growers. In a challenging year for the sector, it has been more important than ever that we back our British growers, and our significant over-index in British apple sales is testament to our ongoing commitment. We look forward to building on this positive development, as we roll out new varieties to ensure we’re stocking quality British apples throughout the year, whilst continuing to deliver market leading value for our customers.”
Ali Capper, executive chair of BAPL, added: “Lidl’s continued commitment to sourcing British apples has been instrumental in supporting the British apple-growing community. Its year-on-year increase in the purchase of British apples demonstrates its dedication to backing local farmers and ensuring customers have access to quality, home-grown produce. Lidl’s efforts are a great example of the kind of support needed to sustain and grow the British apple sector for years to come.”
The news comes as Lidl was also awarded Fresh Produce Retailer of the Year at the 2024 Retail Industry Awards for its commitment to providing customers with the freshest produce in collaboration with suppliers, whilst also winning Supermarket of the Year.
