Imagination and innovation

Fruit Focus celebrated its 40th anniversary at the beautiful Bradbourne House East Malling on 8 July 2026.

Dedicated to the UK fruit sector Fruit Focus is an industry event held in partnership with the East Malling Trust and the National Institute of Agricultural Botany (NIAB).

The event included over 100 exhibitors who were offering expert advice on all aspects of fruit growing including drone technology, plant and soil health and packaging solutions. There were a number of dedicated seminar areas and the Vines and Viticulture seminar sessions were opened by Nicola Bates, Chief Executive of WineGB.

Nicola spoke eloquently about both the challenges and the opportunities faced by the viticultural community. Nicola pointed to the fact that the wine and viticulture sector would need an estimated 30,000 employees by 2030. Nicola outlined that WineGB are working to fill the increasing number of skilled positions required to support the growing industry.

Nicola stressed that the wine industry is unique in the way individual businesses work together for the good of the whole industry but that the industry is being let down by a lack of research funding. “Any other wine region in the world has government support but we do not,” she said.

It is now estimated that a staggering 99 varieties are planted across England and Wales and there has been a 59% increase in wineries since 2018. This highlights the imagination and innovation of the industry and also highlights the possibilities for winemakers in these regions.

Whilst the number of vines being planted has slowed down (which is a trend reflected globally) the overall number of English wines sold in the domestic market has increased from 3.3 million in 2018 to 9.1 million in 2024. There is a cautionary note to these figures – the sale of English wines has been influenced by a contraction of the on-trade economy, with less money available for dining out there is less opportunity for the introduction of English and Welsh wines to a new audience.

With a significant increase in the wine tourism market Nicola pointed out that WineGB is working to try and secure a tax relief for the over 300 vineyards that offer a tourism experience. WineGB wants tax relief to recognise and support the benefits that wine tourism brings to the rural economy.

Nicola truly set the tone for a full day of seminars on the new look Fruit Focus Vines and Viticulture stage at this prestigious Fruit event in Kent.