Strong supermarket demand for British raspberries this year is prompting the UK’s largest grower group to aim for a 20% sales increase over the next few years.
Nick Marston, MD of Kent-based KG Fruits, said that the group would be able to increase its stock as more sweeter, larger varieties continued to come on stream.
Several of the new varieties originate from the United States, and KG Fruits has been working with international breeder and grower Driscolls to trial and commercially grow fruit in the UK.
Backed by some new early British raspberry varieties, such as those bred at East Malling Research in Kent, Marston
ultimately sees the current nine-week season being extended to 24 weeks to match the availability of strawberries.
“English raspberry growers have heeded the advice to put production on early sites and force it as early as possible, while planting in Scotland has also helped extend the season. Some 90% of the crop is protected, which ensures continuity,” he said.
Reviewing the group’s performance so far this year, Marston said raspberry sales and value increases were already in line with his longer-term forecast. This year, direct sales to the multiples, which account for 85% of the KG Fruits crop, have risen from 730 tonnes in 2004 to 880 tonnes.
Marston praised more effective promotional mechanics by the multiples, despite a lower crop in some areas due to a spring frost.
Raspberries only account for a proportion of KG Fruits’ sales, with a good year also noted for strawberries despite the season starting two weeks later than normal.
Total KG Fruits soft fruit sales have reached £56.4m to date, compared with £52.8m for the equivalent period in 2004.
By David Shapley
Nick Marston, MD of Kent-based KG Fruits, said that the group would be able to increase its stock as more sweeter, larger varieties continued to come on stream.
Several of the new varieties originate from the United States, and KG Fruits has been working with international breeder and grower Driscolls to trial and commercially grow fruit in the UK.
Backed by some new early British raspberry varieties, such as those bred at East Malling Research in Kent, Marston
ultimately sees the current nine-week season being extended to 24 weeks to match the availability of strawberries.
“English raspberry growers have heeded the advice to put production on early sites and force it as early as possible, while planting in Scotland has also helped extend the season. Some 90% of the crop is protected, which ensures continuity,” he said.
Reviewing the group’s performance so far this year, Marston said raspberry sales and value increases were already in line with his longer-term forecast. This year, direct sales to the multiples, which account for 85% of the KG Fruits crop, have risen from 730 tonnes in 2004 to 880 tonnes.
Marston praised more effective promotional mechanics by the multiples, despite a lower crop in some areas due to a spring frost.
Raspberries only account for a proportion of KG Fruits’ sales, with a good year also noted for strawberries despite the season starting two weeks later than normal.
Total KG Fruits soft fruit sales have reached £56.4m to date, compared with £52.8m for the equivalent period in 2004.
By David Shapley
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