Bristol Fruit Sales is set to build on its Growfair - Pride of Cornwall brand by expanding it into the neighbouring county.
Growfair - Pride of Devon will be launched from its Paignton depot next year.
The two brands will unite local growers in both regions and allow them to promote their crops together.
It is hoped the brand values will help growers overcome mounting pressures.
Brand manager Mark Oughtred said: “A lot of growers have been disillusioned by poor financial returns, often below their break-even costs. Something has to be done as the industry can’t survive like this. A few years down the line there simply won’t be any more local growers and an integral part of Cornwall’s heritage will be lost. By communicating properly and working together with growers, the Growfair brand has been established to promote Cornish farmers and the fantastic crops they grow.”
The Growfair brand has won a strong following as the first port of call when it comes to sourcing the best local produce, since it was launched in April.
Oughtred said: “This first year has been extremely busy for us. We didn’t want to run before we could walk, but the feedback we have had from our customers and our growers has been so encouraging. We are now getting geared up for the 2009 season, when will also be rolling out the brand into Devon as part of our long-term strategic plan.”
Andy Jones, Devon regional manager, added: “Having seen the success of Growfair in Cornwall, we are looking to duplicate this with our portfolio of Devonshire growers. The produce they grow is equally impressive, and no doubt there will be a bit of the typical Cornwall-Devon rivalry, but at the end of the day it is all about supporting each other and promoting our local farmers.”
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