How’s the cherry market looking from your point of view?
Jacqui Green: The market is very positive with production up across the globe, including the UK as a result of increased plantings and investment in the category. As an industry we are also benefiting from having a significant amount of production under covers, so protected from extremes in weather. The newer varieties on the market such as Sentennial and Sequoia have successfully extended the season.
Supermarket customers are also supporting the category with increased marketing support and visibility instore.
Kantar figures show 6.6 per cent price inflation in the cherry category over the past year. What would you put this down to?
JG: We would put this down to the availability of the better stemmed cherry varieties over a longer season rather than the lower price point cherries.
The category is also showing growth across all other metrics. What would you attribute that to and how can the category continue to grow?
JG:As mentioned earlier the increased availability over a longer season of the better eating varieties are helping drive consumption.
Globally production has increased and this has helped provide consistent supply out of the UK season and ensure that cherries remain on shoppers' list.
The growth will continue as newer plantings come into full production. A significant percentage of cherry sales are from roadside/gate sales so the category continues to present an opportunity to the supermarkets to increase their share.
The marketing around British cherries is gathering momentum with the industry campaign managed by Red Brick Road and focusing on the health aspects of cherries. Also, for the first time this year, our own campaign highlights our growers. We are working with the website Great British Chefs to promote the versatility of cherries as well as sampling at Tom Kerridge’s Pub in the Park food festivals over the summer.
What sort of volumes of cherries is Berry Gardens producing, and is it likely to increase?
JG:We are anticipating double-digit growth this season with good size fruit, and we will be picking within the next few weeks. We anticipate volume will increase due to several factors, including the Giselle rootstock, increased covered production and varietal development extending the season further. As a group we have significant geographic coverage from Kent to Scotland, enabling us to provide consistent supply over the summer months across the country.
Do you have any other investments on the cherry front?
JG:Several of our growers have invested in grading machinery across Kent, Scotland and the Midlands. The graders sort the fruit to ensure consistent size, colour and quality, and the graders also help drive efficiencies within the businesses.
Our grower base also continues to increase plantings across their orchards as well as trialling different growing methods in concept orchards to maintain quality and supply while maintaining efficiencies.
See FPJ, out Friday 15 June, for an analysis of current developments in the stonefruit market
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