An initiative encouraging Kent growers to take part in a supply scheme is being supported by Well-Pict European - a soft fruit procurement and marketing company.

Through Produced In Kent growers will supply fruit directly to local supermarkets, and fruit will carry labels to identify their farm and carry the initiative's logo.

Rachel Hubbard of Well-Pict said: 'The tendency for fruit that is produced within the country ending up on a shelf in Manchester or Newcastle just doesn't make sense to us.

'This local supply idea has proved to be very popular with our retailers and also with shoppers alike - some stores reported increased sales of up to 300 per cent during 2002 as a result of this direct supply idea.' Well-Pict is seeking more growers for the 2003 season. Its supply remit includes strawberries, raspberries, blackberries, gooseberries, blueberries, cherries and plums.