In a lively introductory speech – one of three that opened the two-day event – Adam Olins of Berryworld, one of the UK's largest soft fruit suppliers, addressed the issue of 'winners and losers' in the 2001 season.

He told the 300 delegates, including growers and retailers, that planning ahead was vital for a successful season for those involved in the production chain.

Taking producers as an example, Olins said that financial results were the key to a good year. 'To obtain them, growers need a high yield, good quality, to control costs and ensure sales. This is achieved by planning. Those unable to do this face a bleak future.' Olins added that it was to the benefit of the industry as a whole that retailers were also 'winners'.

'2001 was a good season, with better weather and better planning by all parties,' he concluded. 'The test will come when we have bad weather, as in 2000.' Olins later took part in a panel, comprising Peter Brice of AFI, Mike Ryan of Adas, Nick Marsden of KG Fruits and David Hughes of Wye College, which presented a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis of the soft fruit industry.

A large domestic market and the perception that UK soft fruit is superior to imports, were identified as strengths for the sector.

But variable plant and fruit quality, a decline in local picker numbers and low yields were presented as weaknesses.

Olins mentioned a burgeoning food service market, category management and the advance of information technology as opportunities for the industry.

And Marsden highlighted increased competition from Eastern Europe, rising production costs and food safety issues as potential threats.

The SWOT analysis concluded the introductory phase of the conference, and was followed by four round robin sessions.

The event is the largest of its kind in the soft fruit sector's calendar.

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