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E Park & Sons is promoting its National Trust branded potatoes at the British Potato Show this week

Cheshire potato packer E Park & Sons is looking to grow the presence of its National Trust-branded fresh potatoes in the multiple retailers through increased production of its exclusive variety Madeleine.

The company, which is exhibiting at the British Potato Show this week (12-13 November), said it wants to build on the presence of its National Trust range, which is already listed in Aldi, Nisa and Booths.

New commercial controller John-Paul Burton, who joined the company around five months ago from tomato supplier The Greenery UK, has been appointed to help drive this future growth.

He said: “The National Trust as a brand is already recognised by over 90 per cent of the public. The largest retailer we are listed in is currently Aldi, but ideally we’d like to get it into other multiples. We would hope that Sainsbury’s and Waitrose would look at it.”

Burton said the National Trust pre pack lines are ideally positioned as a premium product, and the company has invested in new machinery to develop innovative ‘quad’ packaging.

“I will be looking at broadening our customer base and range offering,” Burton continued. “We also supply National Trust branded potato seeds into garden centres and some retailers. We try and spread our business across a range of sectors, so we supply into processors, wholesalers and for export, as well as retailers. It’s important when we market the growers’ crops to reach as many markets as possible.”

E Park & Sons National Trust branded potatoes are grown on land held by National Trust tenants, but Burton said the company is exploring how to increase the volumes by licensing exclusive variety Madeleine to growers.

The company also supplies its own brand product into smaller retailers, as well as supplying own label product into larger multiples.