Florette is arguably occupying an artificially low position on the FPJ Big 50 2015, with the latest available accounts dating back to 2012 and not taking into account recent sales growth and the launch of the Angflor UK growing project.
Probably the most famous name in the fresh produce aisle among consumers, Florette has been busy with a £5 million ad campaign this year, with a particular focus on its new leaf
PepperCress.
The continuation of the One Minute Wonder media campaign has brought a new level of interactivity with the public, tying in with a multi-platform marketing push. Behind the scenes, the company has spent over £5m on new washing/drying technology for baby leaf, as well as additional bag-packing capacity for Crispy Salad.
That’s not to say it’s been the easiest year, despite one of the best summers in recent times. “The market for 2014 has seen less growth compared to 2013,” says commercial director Sandy Sewell.
“This is a result of there being no real ‘summertime’ peaks, as well as there being a shift from prepared salad to wholehead, due to consumers taking advantage of 50p offers on iceberg.”
Expect to see more marketing from Florette in 2015, backed by further new leaf development (the brand added Baby Kale to its portfolio in September). And with phase two of the Angflor polytunnel facility now complete, a rise up next year’s list seems assured.
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