Advanced Marketing Services has announced a strong 20 per cent sales growth for 2002 with its Asda Wal-Mart account.

Managing director Martin Seymour said: 'There is no doubt that Asda are committed to growing their share of the berry business; they proved their resolve by investing their time and effort during the UK season to keep their fruit at a lower retail price than the rest of the High Street, whilst also paying the highest prices for strawberries to our growers.

'Not one strawberry ended up at the market during our main UK season and we continue to strive to recruit more berry growers to service this level of demand from Asda rather than settling for buying any foreign fruit between July and November.' Seymour also pointed out that Asda was 'the only multiple trying to sell the idea that berries should be a food item that is an affordable 'must have' product'.

There are plans to actively recruit more UK growers over the next few months, especially highlighting the Asda 'Local' supplier initiative, where fruit is grown, packed and sent directly to local Asda stores by local growers.

AMS also intends to launch an alternative 2003 Soft Fruit Conference that will allow prospective growers to meet with Asda buyers and existing berry growers to hear first hand exactly where the business is heading.

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