A year to remember

BEST CELEBRITY FRESH PRODUCE MOMENT

Winner: Gordon Brown

It came as a shock to many in February when the less-than-svelte former prime minister Gordon Brown revealed he was eating nine bananas a day to try to wean himself off a dangerous KitKat and fizzy drink habit that threatened to spiral out of control.

Realising he faced a battle with fresh-faced youngsters David Cameron and Nick Clegg to hold onto the top job, Brown decided Rocky-esque to take up running and trips to the gym as well as munching on the fruit in lengthy meetings. All this was apparently at the insistence of his younger and fresher-faced wife Sarah, who was concerned that he should lead a healthier lifestyle.

A special mention also goes to pop princess Kylie Minogue, after whom a new variety of mango is set to be named. If that doesn’t get sales moving in the exotics category, we don’t know what will.

FPJ SCOOP OF THE YEAR

Winner: Tesco’s direct sourcing plans

In late September, the UK’s largest retailer revealed, in an exclusive interview with FPJ, its plans to become “a more vertically integrated” business with increasing amounts of fresh produce sourced directly.

Sourcing director Darren Clough outlined the supermarket’s plans to rework its produce supply system and increase direct sourcing through its new Group Food Sourcing (GFS) division, headed by Matt Simister alongside Clough and David Horton. The division is understood to be developing a three to five year plan.

GFS has a central goal to tie up deals across the world using new and existing partnerships to aid the company’s expansion in different regions. Furthermore, new hubs around the world - including in northern Europe, Spain, Greece, Turkey and Chile - are helping co-ordinate worldwide work and offer support to local partners in areas such as varietal development.

SUPERMARKET BOSS OF THE YEAR

Winner: Justin King, chief executive, Sainsbury’s

Surrounded by upstart CEOs at most of the major supermarkets, old hand Justin King has proved that experience is key during tough economic times.

Sainsbury’s has been the star performer of the grocery category in the past few months, outperforming the market by growing its market share by 0.3 percentage points in the last quarter to close the gap on second-placed Asda to just 0.6 points. With strong sales figures and a series of store openings, it’s been a huge period for the supermarket.

But that just tells part of the story. MIS figures for FPJ’s Category Quarters in recent months appear to suggest Sainsbury’s has pulled back from the price war on fresh produce, while sources in South Africa say King admitted on a recent trip that good returns are vital to ensure continued supply.

If King can keep both suppliers and shareholders happy, he is truly in a strong position.

THE WAYNE ROONEY AWARD FOR BACKTRACKING

Winner: Anne Milton, health minister

Poor old Anne Milton has had a miserable time as health minister so far. Dubbed the “Milk Snatcher” over plans to axe the Nursery Milk scheme - which were hastily retracted - and lambasted as an apparent advocate of GM food, Milton has also courted controversy over suspicions that the government is planning to cut the budget for the School Fruit and Vegetable Scheme.

The Fresh Produce Consortium targeted Milton and other MPs in a campaign designed to put pressure on ministers not to axe the initiative. That has led to a succession of rumours and headlines variously suggesting the scheme will or will not be cut.

Milton faces arguably one of the toughest jobs in government in trying to reduce spending in a department where the removal of any cash will inevitably lead to a public outcry.

MOST SHAMELESS USE OF A GLAMOUR MODEL TO WIN CUSTOMER LISTINGS

Winner: Hargreaves Plants for Mondeo asparagus

Hats off (or should that be clothes off?) to Hargreaves Plants for circumventing the usual channels in its attempt to establish the Mondeo asparagus variety in the hearts and minds of their customers.

Apparently, asparagus isn’t enough of an aphrodisiac on its own, so Hargreaves hit upon the idea of pairing the vegetable with glamour model Kelly Bell in the sexiest double act since Brangelina.

Hargreaves circulated pictures among its customers following a study showing Mondeo had better eating quality and lower fibre than standard Gijnlim.

It’s not the first time that models have been used to promote fruit and veg. Who can forget that picture of Sophie Anderton lying seductively in strawberries, or Nell McAndrew enticing us to “Love Chips”?

INDUSTRY NEWCOMER

Winner: The Little Big Voice

Former Tesco buyer Jonathan Corbett (left) gets the nod as best new industry voice, with his “unorthodox” company set up in February to create blue-chip fresh produce businesses that can re-energise and gear themselves towards the modern market.

The Little Big Voice works on fresh produce PR, market research and brand development.

Corbett’s one-stop shop aims for produce suppliers to achieve growth in line with that of the retailers, while also working with the retail world in developing the sector.

He told FPJ at the time: “A new way of thinking is required. The majority of major retailers are now FTSE companies. The aspiration of each supplier should now equal the growth seen within the sector.”

BEST NEW PR CAMPAIGN

Winner: The Mushroom Bureau

This year has seen the continuation of many successful and laudable industry campaigns, but arguably the most notable to make its bow in 2010 was the Mushroom Bureau’s three-year promotional push.

While many vegetable PR campaigns operate on the slimmest of budgets, the Mushroom Bureau pulled off a coup when it announced it had secured

50 per cent EU funding for a £2.2 million initiative to drive UK mushroom consumption.

The announcement was viewed as a turning point for many growers at a time when mushroom sales had been waning. The campaign aims to increase consumption by 23,800 tonnes.

COCK UP OF THE YEAR

Winner: Richard Hammond

Top Gear presenter Richard Hammond should probably have put the brakes on his mouth when he confessed earlier this year that he wasn’t interested in food and that his wife did the shopping.

Evidently those images of Hammond moving happily through the aisles with a Morrisons trolley were not quite as natural as the retailer would have us believe.

Hammond and fellow celeb Alan Hanson promptly got dumped by Morrisons, though the supermarket claimed this was due to a strategic decision to move away from celebrities in its ads.

A whimsical Alan Hansen’s agent said: “I shouldn’t think Alan will be too disappointed.”

QUOTE OF THE YEAR

“Taking the VAT up to 20 per cent in January will make it easier for me to calculate how much money I’m losing”

- Barry Porter, Porters Foliage, New Covent Garden Flower Market

BEST COMPANY TURNAROUND

Winner: Wealmoor

One of the most touching moments of the year came as family business Wealmoor stepped up to collect both the FPJ Importer of the Year Award and the Fresh Direct Overall Produce Trader of the Year at the

Re:fresh Awards.

Just weeks after the death of chairman and founder Rati Dhanani, the company celebrated the win after a traumatic three years, rebuilding after the fatal fire that swept its Stratford packhouse and office three years ago in November 2007.

Mark Horton, sales and marketing head at the grower and exporter, said: “It was very fortunate that we won the overall winner award, but sad although apt that it collided with the death of such an influential person in our business. But the award really is a tribute to the principles the business was built on and he was a great figurehead for the family.”

MOST DAMAGING INDUSTRY INCIDENT

Winner: The spending review

There were a few contenders in this category - the ash cloud, South African port strikes, the bonfire of the quangos - but perhaps the most far-reaching consequences will come from the spending review.

DEFRA was among the worst hit departments as the government announced spending cuts that are likely to reshape the UK economy over the next five years.

In agreeing to eight per cent savings each year until 2015, DEFRA was in the top three most affected government departments, well above the 19 per cent average for savings over the entire period.

DEFRA hopes to save £174 million through more efficient IT and procurement practices, reducing the size and cost of DEFRA’s corporate estate and reductions in staff.

The NFU expressed concern that the cuts could hold the sector back as DEFRA is already a “lean” department and there is little “dead wood” to cut out. It also said that research should be ring-fenced to ensure the long-term prosperity of the fresh produce industry.

BEST NEW PRODUCT LAUNCH

Winner: Carolina Sun “rapid cook” sweet potatoes

For helping to boost sales and interest in a rather overlooked category, FPJ presents the gong for best new product to the “rapid cook” Carolina Sun sweet potato, which hit the shelves in September.

The new development, introduced by Maritime Foods, sees hand-selected potatoes enveloped in a microwaveable film that allows the potato to steam while cooking, with no need to wash or prepare the product. Tried-and-tested in the FPJ offices, they make a convenient lunch.

David Cooke, commercial manger at Maritime Foods, said: “In today’s ‘easy to use’ society, the development into microwavable packaging provides a convenient solution for a healthy, ready-to-cook option for the consumer.

“The new rapid cook sweet potato is especially designed for the convenience shopper. The product is easy and convenient to take into work for lunch or simply as a snack.”

THE RACHEL GREEN AWARD FOR THE MOST OMNIPRESENT CELEBRITY IN FRESH PRODUCE

Winner: Gizzi Erskine

From potatoes and berries to asparagus, onions and herbs, super TV chef and all-round socialite Gizzi Erskine has been everywhere and promoted everything this year.

After taking to our screens on Channel 4 and teaching us to Cook Yourself Thin (and launching a companion book, of course), the Leith’s School of Food and Wine graduate has been busy throwing the new ‘supercarbs’ up in the air for the Potato Council, baking with blueberries for Seasonal Berries, wiping away the tears for British Onions, being the spokesperson for Fresh Herbs and is now strutting her cookery stuff for the 2011 British Asparagus campaign.

Rumours Gizzi is set to be the new face of apricot kernels have so far proved unfounded. Honourable mentions for the title go to Gregg Wallace and Valentine Warner.

RETAILER MARKETING CAMPAIGN OF THE YEAR

Winner: Delia & Heston for Waitrose

It was a moment of pure genius when Waitrose moved to snaffle Britain’s most well-known, long-standing cook, Delia Smith, and pair her with food science whiz kid Heston Blumenthal.

The ‘Delia effect’ was given a new lease of life ­- not that it needed it -and whatever the cookery duo seemed to mention on their TV ads sold like Delia’s hot cakes.

Sales of rhubard, pork and other lines rose by thousands of per cent when the duo name-checked them in their adverts, as Heston and Delia proved to be the year’s marketing masterstroke.

Waitrose is currently making a killing on Delia’s Christmas Cake Kit, which provides all of the ingredients to do it yourself at home, Delia-style.

Delia and Heston conclusively proved you don’t need to be a heroic dancing failure to be a popular double act in today’s celebrity-crazed culture.

BUSHEL BOX’S SPECIAL AWARD FOR THE YEAR’S SILLIEST STORY

Winner: What women want (for now, that is)

This year we’ve seen tales of Paul the Psychic Octopus, muddy love matches, soup trials, bananaphobia and unidentified flying vegetable objects, but after some intrepid and painstaking analysis, Bushel Box is proud to announce that our silliest story of the year is the scoop that revealed what women really want.

In August, the Box in the know cleared up the question long pondered by both sexes with the help of a GMTV survey. The answer was in shopping baskets, which held clues to obtain what women all over the world are supposed to be in search of to complete their existence: the right man.

Apparently, women judge a prospective partner on what’s in their basket, so to speak. Having fresh fruit and vegetables among a man’s purchases shows that they are going to be a good husband, while a cucumber means he will make a good father. Bushel Box is very encouraged.

Runners up were ‘Malaysian politician overdoses on durian’ and ‘Bushel Box live at first Tweetalong’.

You can follow all things silly in the world of fresh produce on Bushel Box’s Facebook page.