Bristol Fruit Sales has extended its Growfair brand from Cornwall into Devon as part of its long-term strategic plan to create premium regional offers.
The initiative is intended to promote the best locally grown produce sourced from within the county by selected Devonshire growers.
Growfair - Pride of Devon has been launched with washed mid, ware and new-season potatoes, with plans in place to extend the product range further.
The move will build on the success that the brand has already enjoyed in the South West and comes after Bristol Fruit Sales was named Re:fresh Wholesaler of the Year in May.
It will be followed this month by the launch of Growfair - Pride of Wales with Welsh strawberries.
Brand manager Mark Oughtred said: “The Growfair brand gives us a platform on which to really push the ‘buy local’ message, which is the way the industry is going. There is a big market for Devonshire produce through our customers and we are very optimistic, having learnt through our experiences in Cornwall. Since we launched last year, we’ve built up a strong following for Growfair, and this year have even more product lines to offer our customers through encouragement and discussions with our portfolio of local growers.
“Building up a reputable brand in the fresh produce industry takes time and is about working with the right growers, who are reliable and proud of what they grow.”
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