The British apple industry is continuously asked by UK retailers to extend availability; this being achieved by implementing ever more sophisticated storage technologies. Whilst this demand is driven by a brand loyalty to domestic production, the industry is increasingly challenged by imports. In order that primary production of UK apples can be fully utilised and be made more competitive, a paradigm shift is needed to improve how apples are stored such that the focus is moved towards ‘flavour-life’ rather than being just driven by firmness and sugar content. The proposed work will develop novel sensor and allied storage interventions which will control ripening whilst maintaining ‘flavour-life’. This offers a route to incremental storage extension to help reduce the reliance on imports and extend the window in which high quality British fruit can be offered.