Sarah Calcutt Joins English Apples and Pears To Support Ambitious Industry Growth Plans

English Apples & Pears (EAP), the trade association representing British apple and pear growers, has appointed Sarah Calcutt as its new Operations Director, expanding its Executive Committee as the industry pursues ambitious growth plans.

Calcutt joins EAP to manage operations for the prominent industry body, supporting Executive Chair, Ali Capper, in implementing a new strategic direction for the organisation. Calcutt’s appointment comes at an optimistic time, with the industry setting its sights on increasing market share of British apples.

EAP work is already underway to achieve this goal, including:

  • A clear call for Government action in response to DEFRA’s Health & Harmony Consultation paper to help the industry grow the size of the British crop
  • Increased lobbying activity by EAP Executive Chair, Ali Capper
  • A coordinated approach to retailer communications through the industry’s marketing agents.
Pictured: English Apples & Pears Executive Chair, Ali Capper with newly appointed Operations Director, Sarah Calcutt

Pictured: English Apples & Pears Executive Chair, Ali Capper with newly appointed Operations Director, Sarah Calcutt

To tap into rising demand for British apples, Calcutt will work with service provider, Richmond & Towers, to implement the second year of their Great British Apples marketing campaign. Campaign activities will peak at start of season with a campaign logo likely to be featured in major retailers’ stores nationwide.

Calcutt will manage EAP operations and oversee its marketing campaign. She will also continue as General Manager for Avalon Growers Producer Organisation and Chair of the National Fruit Show. The EAP appointment follows a reshuffle in the organisation’s structure, modernising the association to bring in a larger board of directors.

Ali Capper, Executive Chair of English Apples & Pears commented: “We’re ambitious to grow the size of the British crop and we know that we can succeed with the right support from Government. We’re incredibly fortunate that Sarah has joined our organisation at this crucial time and I’m confident that her knowledge of and passion for the industry will be incremental in helping us to secure more growth for the future.”

Calcutt added: “With the correct strategies and campaigns in place there is a huge opportunity for British growers, both this year and for many years to come. Having lived and breathed the industry for many years, I’m more than ready to work with English Apples & Pears to support our growers in delivering these ambitious and achievable growth plans.”

For further information please contact the EAP press office on 020 7554 4499 or email