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| Countryfile is fruit of Maxim's labours |
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As part of its work to position the scientists at East Malling Research at the heart of efforts to mitigate the impact of climate change and the nation’s ability to feed itself, Maxim secured five minutes of primetime coverage on Countryfile, BBC1’s rural flagship programme (broadcast on September 6).
More than six million viewers tuned in to watch the team from East Malling Research (EMR) explain what they are doing to develop new varieties of strawberries, which either crop earlier or later and are able to cope with the predicted hotter summers and lower levels of rainfall.
Head of Science Chris Atkinson explained EMR’s role in improving fruit yields by developing dwarfing rootstocks, which means the trees remain small and put their energy into growing more fruit. He believes that if we are to feed ourselves in the future there is going to have to be another farming revolution with science at its heart.
Looking at the issue of increasing UK fruit production saw Will Sawday, a fruit expert and Vice-Chairman of the East Malling Trust for Horticulture Research, showing presenter Jules Hudson the Sainsbury’s Concept Pear Orchard. The £30,000+ investment will, thanks to intensive planting, innovative training and root slicing, dramatically increase the yield from around 15-20 tonnes a hectare to 55+ tonnes and in a much shorter period of time from the usual 8-10 years.
Ensuring that growers also use less water to irrigate their crops, while at the same time retaining their yields and quality, was also put under the spotlight when Dr Phillippa Dodds showed Jules Hudson the latest water management techniques. EMR has successfully reduced the amount of water needed to grow a tonne of top grade strawberries from 70 tonnes to 10 tonnes, an achievement with massive implications for growers and the environment in the UK and Europe. The scientists also believe their techniques could be successfully applied to other water intensive crops, such as potatoes.
Andrew Metcalf, who leads the EMR work on behalf of Maxim, said: “Countryfile is not only very popular with the public, it is also influential with the growers and government departments. Our remit is to demonstrate the significance of EMR and we are delighted to have successfully secured coverage on this leading television programme.
“This media coverage builds upon recent television coverage on BBC Breakfast and British Satellite News, as well as national, trade and local media, and securing visits by the Secretary of State, Hilary Benn; Regional Minister for the South East, Jonathan Shaw; and EMR’s local MP Sir John Stanley.” |
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