New entrant to dried fruit market

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Nina Pullman

BY NINA PULLMAN

@nina_pullman

New entrant to dried fruit market

New company Electric Cherry sells prepared figs, apricots and dates and is headed up by Andy Humphries

New entrant to dried fruit market

Electric Cherry supplies dried figs 

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Dried fruit industry stalwart Andy Humphries has launched new company Electric Cherry with an initial range of prepared figs, apricots and dates.

Humphries, who has previously worked at Humdinger, Mariani and Community Foods, said his new company will “shake up the sector” and focus on added-value.

Electric Cherry’s initial range will include whole, halved, quartered and diced figs, dates and apricots (natural and preserved) and has already attracted the attention of retail packers and ingredient suppliers, Humphries said.

“In a sector where the fruit on offer has been pretty much the same for ever, Electric Cherry is delivering something different,” he said. “Although we have only been trading for a few weeks we are already getting repeat orders, with lines such as apricot halves and fig quarters proving particularly popular.”

Based in London, Electric Cherry has set up supply partnerships and is developing its own NPD programme, with a focus on fruit with added natural flavours.

”The early results are very exciting, and it is clear that there is huge scope for more innovation within this sector. If it ever was, dried fruit is no longer dull. Electric Cherry is pointing to an exciting future,” Humphries added.

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