Total Produce (Cardiff) has become part of the Growfair brand that was started up by fellow group company Bristol Fruit Sales last year to promote the finest locally grown produce.
Growfair – Pride of Cornwall was launched in April 2008, followed by Pride of Devon earlier this year. Most recently, Pride of Wales has been launched this summer with Pembrokeshire strawberries, in line with customer demand.
Nigel Price, development manager at Cardiff, commented: “As a company, we’ve benefited greatly from Growfair, which has been so successful at our Cornwall branch, and we wanted to do the same thing in Wales to promote Welsh produce. As a nation, the Welsh are extremely proud of their heritage and this includes both ends of the supply chain, farmers and customers. What we are trying to do, having learnt through experiences in Cornwall, is bring the two together to create a brand that is the first port of call when it comes to buying local. The Welsh strawberries have been very popular and we are hoping to be working with other growers later this season to extend the product range.”
Wales is known for its production of carrots, parsnips, potatoes and cauliflowers, and the company is now seeking out growers to link up with.
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