Florette, the UK and Europe’s top-selling prepared salad brand, is taking the lead as key sponsor of the fresh produce industry’s first Re:Fresh Awards.
“Florette is the public’s first choice in salads, and we are synonymous with top quality, product excellence and exciting innovation,” says Florette’s commercial director Mark Newton. “Florette is delighted to be associated with the first-ever Re:Fresh Awards. This is an important new initiative which recognises achievement and excellence in the fresh produce sector, one of the fastest-growing, demanding and highest-achieving categories of the food industry.”
A total of 12 awards will be presented, including Innovator, Retailer and Food Service Supplier of the Year. A category will reward the Marketing Campaign of the Year, and in addition there will be a Lifetime Achievement Award for outstanding contributions to the fresh produce industry, presented by Newton.
CAPESPAN - MARKETING CAMPAIGN OF THE YEAR
Next week’s Re:fresh Conference provides the opportunity for the key players in the fresh produce industry to gather together and discuss the opportunities and issues we all face in the fresh produce industry of today, says Capespan’s Martin Dunnett. “ The fruit trade Oscars to be presented at the gala dinner next week and which Capespan is proud to be involved in as category sponsors and also nominees, will surely highlight the excellence that exists among our peers and competitor organisations.
“The challenges faced in fresh produce are probably unique in the world of commerce in that the blend of product innovation and creative marketing allied to the traditional expectations of quality excellence, provides a highly dynamic and fast moving world for both strategists and individual entrepreneurs to exist in together.
“Cape and Outspan, the brands marketed by the Capespan organisation have sought to deliver, over the many years of their existence, the best for both the trade and consumer alike. Final customer satisfaction is everything, but the need to build confidence and trust in the sourcing process is increasingly a key factor in today’s trading environment. Our brands continue to be a benchmark for all that is good in fresh produce marketing. Our reputation is strong, but maintaining our relevance in this ever-increasing world of global trading provides continual challenges for our organisation.
“We at Capespan believe that this remains a traditional business, where the mature consumers of tomorrow will no doubt remember the eating experiences of today. Of course marketers wish to create a unique proposition within their commercial world, however in a largely under funded and weakly publicised industry, all promotion of fresh produce is, in a sense, generic. The award for Marketing Campaign of the Year, for which Capespan has been nominated, should be regarded as recognition for all those organisations attempting to raise the profile of fresh produce to the consumer.”
REYNOLDS CATERING - FOODSERVICE SUPPLIER OF THE YEAR
To be nominated for the Re:Fresh Awards is a great honour for Reynolds Catering Supplies, says managing director Tony Reynolds. It is not often that there is an opportunity to be publicly recognised in the foodservice industry, and the nomination for this inaugural event has given the team at Reynolds an opportunity to quantify what has been achieved in growing the business from its humble beginnings in 1989 to the size it is today.
“Amalgamating the information to support the nomination has been very exciting,” says Reynolds. “It has created a very buoyant and positive attitude throughout the company that can only serve to enhance the team spirit and determination to excel further.
“In order to sustain our ambition, constant investment in people and infrastructure is critical. Within the last three years, we have opened three depots to complement our London base. Within the next twelve months, we will be opening further depots throughout the UK and building a state-of-the-art 70,000 square foot facility to enhance the business even further.
“We must not forget, however, that none of this would happen without the interaction of our most valued suppliers and customers. With the Reynolds team, these people have recognised a commitment to long-term partnership. This relationship is unique since it relies on a loyalty that goes far beyond a normal trading environment. We believe in a long-term strategy of growth, which will develop the ultimate results: success for Reynolds, its suppliers and customers.
“I would like to think that Reynolds’ nomination for Foodservice Supplier of the Year will acknowledge the commitment of our staff, suppliers and customers without whom this nomination would not have been possible.”
J CARMICHAEL - WHOLESALER OF THE YEAR
“The fact that we were nominated by one of our customers means a lot to us,” says joint-managing director, Stuart Carmichael. “It is a great honour, especially since we are competing with the best in the UK. We have enjoyed a steady winter and are now optimistic that the tourist season will be good so have taken on extra staff to handle the extra business.” Carmichael is holding meet-the-buyer sessions in London from May 5-7. Call 0141 552 1029 for details.
AGROFAIR - IMPORTER OF THE YEAR
The past year has been a great year for Fairtrade fruit and much of that is down to the work of Fairtrade fruit importer AgroFair UK.
“Many thanks to the organisers of the Re:Fresh awards for our nomination as Importer of the Year,” says Duncan White, director of AgroFair UK. “We are delighted to have been shortlisted and see this as yet another significant sign that Fairtrade has truly entered the mainstream in fresh produce.
“AgroFair is constantly working on new developments to extend the range and availability of Fairtrade fruits. We import high quality fruit and work to ensure that it arrives in the UK in the best possible condition at a price which benefits the growers and also everyone else in the supply chain.”
The organisation prides itself on paying guaranteed fair prices, nurturing long-term relationships with growers and is environment-friendly, reducing pesticide use and assisting producers with organic conversion programmes where appropriate.
AgroFair introduced the first Fairtrade bananas to the UK in 2000, the world’s first Fairtrade mangoes to the UK in 2001 and the world’s first Fairtrade pineapples in 2002.
In 2003, with the Co-op, AgroFair jointly participated in the first half-price Fairtrade banana promotion. This became the first time that Fairtrade banana sales accounted for the majority, 80 per cent, of bananas sold by any major chain. Fairtrade banana volumes through Co-op stores have subsequently increased by 20 per cent - a tremendous result for its growers.
The company has also opened up the wholesale sector, providing the first regular supply of Fairtrade and organic-Fairtrade bananas, mangoes and pineapples to wholesalers.
PICOTA CHERRIES - MARKETING CAMPAIGN OF THE YEAR
RED Communications has managed the marketing campaign for Picota cherries for the last four years. Picota cherries are grown exclusively in the Jerte valley of Spain and are available in June and July only. The campaign is particularly complex as it covers Denomination of Origin (DO) certified fruit only and different retailers have different selling strategies for Picota.
Given the short window of availability, the marketing strategy has focused on driving sales hard from the very start of the season. And many retailers sell more cherries at this time than in any other period of the year. Picota is naturally sold stalkless with the stalk remaining on the tree at harvest. Research shows that Picota is the only specific variety of cherry known to UK consumers.
The 2003 marketing campaign included:
• Four on-pack promotions running across six retailers;
• A massive consumer media campaign including national women’s magazines and a poster campaign;
• Striking trade and consumer advertising creativity;
• Innovative trade advertising;
• A trade press visit and strong positive editorial.
GREYFRIARS - PACKER OF THE YEAR
“The team at Greyfriars has something to be proud of,” says the company’s John Smith. “Getting to the final is recognition of the work we have done and it also gives positive messages to our growers and financial backers. The company has expanded a lot in the last two years and we now have an excellent farm in Poland that produces good product and we continue to expand our UK grower base. In addition the company has embarked on a fairly aggressive programme of diversification and started packing all Morrison’s garlic. It also packs sweetcorn and cabbage. That is a continuing trend at a time when the mushroom industry is in trouble.”
STUBBINS - PACKER OF THE YEAR
Stubbins Marketing, formed in 1985, specialises in fresh produce and acts as the central marketing organisation for its own and partner-grower’s products. It coordinates crop production volumes both in the UK and overseas and acts as the commercial and technical point of contact with retail and food-service customers. In 2003, the packing capacity was more than doubled with the construction of a major new extension to the existing site. These facilities equipped with modern machinery have enabled Stubbins to forge partnerships with other companies and to pack and distribute a wide range of fresh produce thereby reducing operational costs.
“To be nominated as a finalist for Packer of the Year is reward in itself,” says Andrew Haycock, Stubbins’ technical and development director, “We are a family-owned company with a philosophy of hard work, innovation and supply chain control which has enabled us to achieve sustained growth in the last 20 years. Stubbins’ success is a group effort. We have several production and packing sites throughout the UK and a broad spectrum of talent within the company. However, without team work and successful communication at all levels and a genuine passion for our products, none of this would be possible. This awards initiative gives us a real opportunity for our industry to display and appreciate the professionalism that exists today. I’m also sure it will act as an encouragement in setting and raising future standards.”
FRESH DIRECT - FOODSERVICE SUPPLIER OF THE YEAR
With the speed that the fresh produce industry is moving at, to be recognised in the industry is a remarkable achievement, says Fresh Direct’s Nigel Harris: “Fresh Direct has followed a very focused strategic plan, which includes growth of sales and profit, investment in additional facilities, and overseas investment into procurement and distribution. This has all been achieved, resulting in procurement offices in Spain and Poland and distribution now in the UK, Middle East and countries across Europe.
“Facilities have been doubled to more than 100,000 square feet from multi-packing buffet box lines to fast-moving bulk decant operations. People are the heart of the company - the industry we operate within needs dedication; this is a word people in the business understand.”
Serving many of the blue chip catering operations in the country, the company has enjoyed growth of around 30 per cent year-on-year and delivered profits to enable the company to follow a high re-investment plan.
“The future,” says Harris, “includes further expansion in the UK and abroad, further development of our procurement initiatives and improving our customers’ perception along with the value we deliver.
“Our customers expect to work with the best and to be recognised in this category proves that we can stand alongside the best in the industry. It is also important recognition for the staff at Fresh Direct that the hard work we have all put in has been noticed.”
WORLDWIDE FRUIT - IMPORTER OF THE YEAR
Worldwide Fruit is a £115 million turnover fruit supplier handling 35 per cent domestic product and 65 per cent imported. It specialises in apples and pears both conventional and organic, and is also market leader in the supply of kiwifruit and dates. Through its alliance venture, The Summerfruit Company, it is a major supplier of UK soft and stone fruit.
Worldwide Fruit has supplied the National School Fruit Scheme from day one and as a member of the IGD steering group chaired by Michael Holmes has been at the forefront as the industry looks for ways to advance the 5-a-day message. For its UK top-fruit growers the company instituted a Top-fruit Development Committee.
As a key contributor to the Transport 2000 Food Miles programme it has been involved in all areas of the debate across NGOs, government departments, academics and industry. To facilitate increases in direct deliveries WWF has put Newtec polybaggers into suppliers in Europe and New Zealand to meet customer programmes. The company’s European representative Marc Le Prince runs the European Jazz and Taylor’s Gold planting programme for WWF’s suppliers.
WINDWARD BANANA GROWERS - PRIMARY MARKETING ORGANISATION OF THE YEAR
“We entered this award in conjunction with Waitrose,” says sales and marketing director Roy Hugh. “We set up a dedicated grower group of 104 farmers in St Lucia and St Vincent and all the bananas go to Waitrose, each one with a dedicated sticker.”
There has been a 32 per cent price deflation on loose bananas in the last 18 months, Hugh explains. “In both the long and short-term we needed to stabilise the situation. To have a dedicated farming base is unique and since it was set up two-and-a-half years ago, it has been doing extremely well and we haven’t had to lower our price. This works out well for both parties. Waitrose comes and visits two or three times a year and holds growers meetings. Windward Bananas, as a non-profit making company makes the maximum amount for our growers. It is a successful marriage of two cultures.”
WATERCRESS CAMPAIGN AND ALRESFORD SALADS - MARKETING CAMPAIGN OF THE YEAR
The Watercress Campaign was set up to challenge the notion that watercress should be used as a garnish, and relegated to the side of the plate. In 2003 National Watercress Week was launched and since then year-round coverage in the press has been maintained. The main aim was to drive penetration up since it had been steadily falling; to encourage families to eat watercress; and to establish it as an attractive item to eat. Penetration has been increased from below 10 per cent to 11.7 per cent. That means that an extra 500,000 households now eat watercress following the start of the campaign.
THAMES FRUIT - IMPORTER OF THE YEAR
The Thames Fruit team is delighted to have been shortlisted as a finalist for Importer of the Year. “The awards are a terrific way for the industry to recognise outstanding achievement,” says Bruce Bell, marketing director at Thames. “It is a fitting tribute to our team for all its efforts in delivering a unique service to grower and customer alike. Our business is people-orientated and relies on a winning team approach.
‘We have a unique way of working here in Kent, based on delivering outstanding service. We work in a consumer-focused environment where growers and exporters are respected as true colleagues. Annual business plans are agreed that offer stability and certainty in our growers businesses.”
Thames Fruit has been working exclusively with Asda Wal-Mart managing the citrus and melon categories since 2001. Its relationship with Asda has grown stronger as it exceeded the stated business plan and delivered results above expectation.
“Our success is attributed to a team performance throughout the supply chain,” says ceo Emilio Teresa. “We have a dedicated and loyal global supply base that grows, picks and packs some of the finest produce in the world for the Asda Wal-Mart consumer. By being clear with our business objectives and open with our approach to costs, we are able to eliminate unnecessary duplication and effort. We aim to deliver a first-time right strategy in all areas of the business.”
Grower communication is a vital part of the mix, which the team specialises in, organising and delivering international conferences that allow all parties a platform of communication on strategy and direction. “It is a great opportunity for us all to learn from and develop our business relationships, when we get together on the international stage,” says Bell.
The future continues to offer significant opportunities and challenges for the Thames team. It is in the later stages of negotiation of a proposed joint venture that will see their business grow significantly with Asda in the next few years.
MACK - MARKETING CAMPAIGN OF THE YEAR
In 2002 Mack Vegetables, and its appointed specialist food PR agency The Ceres Partnership, embarked on a generic, long-term PR campaign for vegetables, aimed at food journalists. In the initial stages of this campaign, it became clear that there was no one-stop, comprehensive, information source available to journalists looking for general information on vegetables, be it nutritional, seasonal or recipe-related. There was also a lack of good quality, up-to-date photography available.
It took some courage to commit funding to a website that would bring benefits not only to Mack but ultimately the entire vegetable industry. However Mack took the long-term perspective that any positive media exposure for vegetables would benefit consumption in the long term, and that the initiative complements government and retailer 5-a-day campaigns.
A survey of subscribers in early 2004 showed a highly appreciative audience, and website reviews have congratulated the site on its ease of navigation and excellent information. Further improvements to the website and newsletter are planned as a result of their feedback. Mack’s customers have also welcomed and benefited from the resource in terms of information provision, and further use of the site is expected in future.
It is hoped that entering the Re:Fresh awards will provide some exposure for a resource that is effectively industry-wide. Chris Mack says: “I am really pleased with the success of the website, and that the team at Mack is working proactively to increase UK consumption of fresh vegetables. The site has confirmed that there continues to be a real appetite from journalists for quality information on the industry’s products.”
GOMEZ - PACKER OF THE YEAR AND INNOVATION OF THE YEAR
In 2003, Gomez packed more than 51,500,000 pre-packs in 77 different formats. This was achieved with a service level in excess of 99.5 per cent. Cost efficient packing is the key to Gomez’s success. Cost-chain analysis is an on-going process.
New product development and innovation also see Gomez at the forefront of packing in the UK. The launch of its Tesco Snackpack Cherry Tomato 100g - Washed & Ready to Eat not only breaks new ground for cherry tomatoes in the convenience market, but also launched a brand new packaging format into fresh produce - the tetrahedral flow-wrap.
The packaging is a breakthrough for delicate products. The pyramid shape creates a strong identity for the pack and the design allows the consumer to open up the pack into a handy-to-eat-from bag. It is ideal for lunchboxes, treats, picnics, children’s parties and as food on the go.
The pack is also the first-ever cherry tomato pack not to contain a punnet of some sort. The design brief for this packaging has clearly focused on removing cost - no punnet, no label application.
HART - INNOVATION OF THE YEAR
In 1999, Hart Worldwide commenced the development of a unique business model for the management of Asda’s entire apple and pear category. This led to the launch of the total Category Supply structure in 2001. Since then, Hart Worldwide has not only managed extraordinary growth, but at the same time has created an internationally recognised fresh produce business.
The Hart Worldwide business model is based on the following motivations:
• Continually seeking the most efficient supply chain to drive quality and financial efficiencies;
• Understanding and responding to the needs of consumers for a quality product at the right price;
• Providing continuity and superior returns to growers in order to allow investment at source;
• Developing its people so as to achieve excellence.
RUSTLER PRODUCE - PRIMARY MARKETING ORGANISATION OF THE YEAR
Rustler Produce Limited was formed as a joint venture between Whitworth’s Grower’s Onions Ltd and Russell Burgess Ltd and commenced trading from its base in the Cambridgeshire Fens on March 1, 1997. To place Rustler Produce in the forefront of allium development and supply, Rustler’s management team knew that a radical approach to the seed-to-shelf supply chain was needed. Their aim was to supply competitively priced, good quality produce to the consumer at reduced cost and minimal environmental impact. Its strong relationship with a world-wide network of Assured Produce Scheme (APS) or EurepGAP accredited growers is the foundation of Rustler’s sustainable supply.
A firm belief in communication and training is at the heart of Rustler’s relationship with its 50-strong workforce and regular bulletins keep the staff informed and involved with the direction in which the company is moving. Rustler’s commitment to the workforce is underpinned by its adoption of the Investors In People scheme. Rustler’s commitment to growing trust and its wide sense of corporate and environmental responsibility ensures delivery of first class produce to supermarket shelves.
YOUNG SALESPERSON OF THE YEAR
Matthew Barton of Barton and Redman says he is very proud to be nominated for this award. “I spotted a niche market in the Asian trade and was able to build on that,” he says. “I have been able to form good relationships with restaurants and cash-and-carry stores in order to develop our business further.”
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