Direct from the field
Direct from the field
Our focus is on delivering a consistent strawberry offer for 12 months of the year, as much as nature allows us to.
What does consistency mean? The ultimate goal is being able to supply a strawberry that tastes like summer, that you can enjoy every week of the year.
Our way to achieve this is to work with a number of our own farms and small group of dedicated growers where we can work together to continually improve every aspect of our supply chain.
The strawberry market is changing and we are simplifying supply chains whilst focusing on adding value to our offer.
One of the ways we add value is by having breeding partners. Together we focus on varieties that we can eat now and continue to enjoy for the future generations to come.
Our breeding partners include NIAB EMR in the Strawberry Development Group. NIAB have over 150 years experience and using their cutting edge technologies, they have been directly responsible for many successful cultivars that consumers can enjoy today.
In 2010 we embarked on a journey searching for a raspberry variety that would be consistent in its eating quality and appearance. We were looking for something that would be large, shiny and that would produce well in the coldest months of the winter.
We became a founding member of Planasa’s Adelita raspberry club for southern Europe and North Africa. It has been a fantastically successful partnership for ourselves, our growers and for our customers, with a great variety that is enjoyed from October to June.
Adelita truly comes into its own between January and March, which is traditionally a poor time for raspberries, when we used to see poor quality and low availability.
We want to be able to provide customers with high quality blueberries across 12 months of the year. This means when they need them and with the volume that they need, without being limited by production availability.
Blueberries are a hugely attractive product and consumption continues to grow globally. The trend for superfoods remains a prevalent feature of healthy eating so demand for these beautiful little blue pearls is increasing. The consumer needs very little encouragement to buy more blueberries - we work on consistently making the product better by developing our offer.
We do this through good availability – it is less seasonal compared to other soft fruit, through strong selection in the field and grading in our packhouse.
We are bringing the EarlyBlue™ breeding programme, originally from Australia to Europe and North Africa. This is an exciting programme with numerous varieties for different timing, different climates and different flavour profiles with great eating quality for the consumer.
Find out more about EarlyBlue™: