Tony Blair once stated that his priority as prime minister was “education, education, education”. Channel 4, meanwhile, has gotten good broadcasting mileage out of its popular TV show, Location, Location, Location.
But for Stephen Hedderly, MD of Bedfordshire Growers (see business profile below), the tri-pronged repetition the fresh produce industry needs to focus on is innovation, innovation, innovation.
Hedderly, who has been in the industry for 25 years (see profile below), has a track record in delivering innovation; from his role in the living lettuce range at Sainsbury’s, to being involved in the development of the first British figs at Abbey View, Hedderly’s latest project is the launch of a new produce brand, BG’s Great British.
For him, numerous niches remain in the sector: “Innovation is completely key to where the fresh produce industry needs to be to deliver positive growth,” he says.
“The market is being dominated by price at the moment. However, the opportunity for retailers to differentiate is also key at this time. You’ve seen recently, the bushytop carrot, the apple with the internal colour, there’s lots like that going on. But true innovation is innovation people go back for. Sure, you might deliver something that looks good, yet unless it delivers for that person from a sensory perspective or gives that wow factor, you won’t get a repeat purchase.
“You’ve got to look at cannibalisation too. There’s no point launching something if it’s just going to take sales off something else – it must stand on its own two feet.”
With this logic in mind, Bedfordshire Growers has unveiled a 1kg two-product pack, consisting of red and white onions.
The release is the first to be launched under the BG’s brand. Hedderly says: “The first launch involves a three-pronged attack. Firstly, the onion category has been generally flat in terms of NPD, so needs some refreshing; secondly, we’re trying to deliver something that makes customers’ lives easier; and thirdly, we want to deliver something that is very British, authentic and that is transparent from grower to consumer.
“So far people like our onion pack – it’s very colourful, it’s very British, it’s very informative, and most importantly, it’s very shopper friendly. Also, by adding a picture of our site, I want to assure people that they know exactly where their product is coming from.”
The brand’s first line will soon be joined by a coloured sweet onion pack, due for release in December. Talks are ongoing regarding supermarket listings, and a charity tie-up with Macmillan Cancer Support is also in the offing.
Hedderly is convinced that the BG’s brand will be a success. “People want to buy British,” he explains. “But sometimes due to label or pack restrictions, it’s very difficult for the consumer to see that it is actually a British product. Our design is bold, in your face, and the first thing you see is this enormous Union Jack, so people are in no doubt.
“This business has been built on innovation. One of our growers, Alastair Findlay, has spent 25 years breeding sweet onions, Now he’s managed to take that forward and develop a coloured sweet onion. In the US, approximately 20 per cent of all onion sales are through the sweet onion market, yet there’s not a single coloured variety. So we’re very excited about our latest innovation and the developing market in the UK for different onion flavours.”
Nevertheless, he cautions: “A produce brand is difficult to launch, without a shadow of a doubt. And people that have been successful, like Bartlett’s with Rooster, have invested significantly to get it off the ground. It is a challenge, and we don’t have that degree of investment budget. But once we have the breakthrough, then I think it can be really successful. From a consumer point of view, I think the model and time are right for this type of brand to be available.”
It’s not just about innovation on the product itself for Hedderly either: “If you look at the supermarkets now, a lot of the volume is going through their convenience stores,” he notes. “So from my point of view, when you look at innovation, you’ve got to look at where your target audience is. With the mixed onion line, I wanted to come up with something that could be targeted at convenience stores.”
‘Take Me Back to Dear Old Blighty’, they sang nearly 100 years ago during the First World War. Hedderly will be hoping such sentiment still abounds when it comes to produce buying, as growth of the BG’s brand continues.
Stephen Hedderly
Stephen Hedderly has now worked in produce for a quarter of a century. “We had a lot of land when I was young, and my dad’s passion was always growing vegetables,” he says. “He tried desperately to get me interested, but I showed no interest whatsoever.”
Hedderly started on the shop floor at Debenhams, eyeing a career in retail. He subsequently moved to Tesco, also working in-store.
However, he then progressed to the QA department, before going on to “technically manage” exotic fruit and melons for the retailer. From there, he became technical manager for veg at Sainsbury’s, before turning his hand to buying, serving as the retailer’s senior salads buyer.
Hedderly then joined IVG White as business unit director, followed by a stint at Abbey View Produce as technical director.
He arrived at Bedfordshire Growers in July 2013, as business development director, before being made MD in December of that year.
Hedderly cites Bob Taylor (ex-Bedfordshire Growers MD), and Peter Fry (ex-Tesco produce trading director) as being great role models in his early years.
A committed family man and football fan, Hedderly’s daughter Charlie is currently studying agriculture at Moulton College.
Bedfordshire Growers
The 51-year-old Bedfordshire Growers (BG) has 31 members, 11 of whom grow for the group. It employs around 60 people, more than half of whom have been there for over 20 years. From an agency perspective, the business runs 95 per cent own staff.
It will produce 25,000 tonnes of onions this year, and operates a significant lettuce business with Sainsbury’s which, this winter, will supply seven million various lettuce heads.
BG has been at the forefront of lettuce varietal development, introducing the Sweet Gem and Mini Red Cos varieties, and has three more in the pipeline for 2015. It also grows shallots and echalions for various multiples. In fact, grower and BG chairman Nick Parrish is the UK’s leading shallot producer.
BG also grows beetroot and radish, supplying various markets, and has just launched 23 lines into the new Netto format.
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