Cornish fresh fruit, veg and salads are to get their own premium brand to differentiate them from produce from other counties.
Growfair - Pride of Cornwall was launched this week by Bristol Fruit Sales to meet a niche for a recognisably Cornish fresh produce brand. The company, which supplies independents nationwide, said Growfair allowed consumers both to buy regional produce and support local growers, who received a "fair and consistent price".
The brand will initially feature early Cornish asparagus and new potatoes, but it is expected to be extended to include a wider variety of local produce. It will be backed by branded packaging, PoS material and posters in store.
Growfair produce will not just be sold in Cornwall. BFS is also looking to reach markets further afield such as Bristol, London, Southampton, Birmingham and Cardiff, which it would service from its distribution depot in Bodmin.
BFS said Cornwall's rich heritage and thriving tourism, combined with favourable growing conditions, gave the new brand real growth opportunity. "We want to draw attention to the feelgood factor that Cornwall has about it - people associate it with memorable holidays and beautiful surroundings, and this is something that the fresh produce industry should use to its advantage," said brand development manager Mark Oughtred.
Growfair was developed with Objective One funding from Taste of the West as part of the government-funded Knowledge Partnership scheme.
As the brand grows BSF would be looking for futher producers to supply it, Oughtred continued. In return, the company said it would promptly pay growers a fair price, allowing them to forward plan more efficiently.
Bristol Fruit Sales supplies Spar, Londis, Costcutter and a number of other independents, as well as a small amount to Somerfield.
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