An initial three year joint agreement has been signed between soft fruit marketing specialist AFI Direct Sales, Paddock Wood, and the highly respected Kent producer W Brice and Son. Brice's well known Mockbeggar brand will be retained and expanded to create a premium label for AFI's wholesale and multiple customers. Mockbeggar Ltd is a 10 strong soft fruit growers' organisation set for turnover of £7m this season. The marketing deal will lift AFI's sales this year to over £40m. Mockbeggar's marketing executive Jill Ayre will transfer to the AFI sales office based in Paddock Wood. AFI chairman Douglas Kemp said: "Mockbeggar fruit adds a very valuable dimension to our substantial annual soft fruit portfolio during the summer months." Simon and Peter Brice said the decision had been taken because continued success was becoming reliant on category management and almost hourly contact with retailers and caterers. {{M/E FRESH PRODUCE }}

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