Premium berry varieties like AVA Magnum and AVA Monet aim not just for outstanding taste but also improved shelf life, according to Angus Soft Fruits, making them ideal for export to the Gulf and Asia
In the UAE, the arrival of the first AVA Magnum strawberries from Scotland’s Angus Soft Fruits (ASF), sold exclusively through Spinneys stores, is no small occasion. This month, accompanied by bagpipes and kilts, the retailer put on what ASF sales director David Buxcey called a “great example of amazing store execution and creating some hype for the year ahead”.
“The big day arrives and the very best strawberries available anywhere in the UAE were flown in from Scotland overnight and welcomed by our bagpiper to the shelves of Spinneys,” announced Tom Harvey, Spinney’s general manager of commercial, on LinkedIn.
“Our international customers are particularly drawn to Scottish-grown berries,” said Jill Witheyman, head of marketing at Angus Soft Fruits. “Scotland’s high light levels, warm days and cool nights allow the berries to ripen slowly, enhancing their sweetness and juiciness.”
Over the past four years, ASF has seen significant growth in exports of its premium berries to the Middle East, as well as to Asia. “These markets deeply value exceptional flavour and high-quality produce,” said Witheyman. “Our international customers have responded enthusiastically to the superior taste, texture and aroma of our berries, which are a direct result of Scotland’s unique growing conditions and our world-class horticultural practices.”
The long distance to market of course creates challenges, but Witheyman said it’s been a rewarding journey. “We’ve gained valuable insights and learnings along the way, continuously refining our processes to meet the demands of international markets,” she said. “It’s been a fun challenge to be part of, and one that has helped us become even more efficient and resilient.
“Given the naturally short shelf life of soft fruit, speed and precision are essential. Our team is well-versed in producing and packing berries quickly to preserve freshness. This efficiency is even more important for our export customers, and it’s something our retail partners abroad have come to rely on and appreciate.”
A major contributor to the company’s export success is its exclusive use of AVA Berries, varieties bred specifically for exceptional flavour, texture, high yields and aroma. “In particular, AVA Magnum, AVA Monet and AVA Dali have been standout performers,” revealed Witheyman. “These premium varieties not only deliver an outstanding eating experience but also offer improved shelf life, making them ideally suited for export to distant markets.
“We’re also proud to see our Good Natured Berries brand gaining traction internationally. Grown with passion and packed in eye-catching, distinctive packaging, these berries are bursting with flavour and acting as a true category disruptor – bringing added value to retailers and standing out with consumers.”
