British fruit growers are struggling with double digit cost of production increases, low returns, and low confidence, as highlighted by British Apples & Pears Limited (BAPL). This has led to many growers facing a desperate and unsustainable situation, with 70% of them less confident than they were a year ago. BAPL is calling for increased returns to reflect the true costs of production, longer-term arrangements with supermarkets, and more support for in-store and online merchandising that celebrates British fruit to save British apple orchards.