QV Foods has launched an Inspire-branded British new potato range this week.
The introduction of the brand, backed by MasterChef presenter Gregg Wallace, will mark the start of an initiative to boost the profile of the company, its band of regional growers and the UK potato category as a whole.
The wholly owned subsidiary of Lincolnshire-based family farming operation AH Worth has expanded rapidly in recent years, particularly since the acquisition of MBM Potatoes in 2009.
The company is in the process of another major acquisition, of Taypack Potatoes in Scotland.
QV Foods director Simon Martin said: “The successful integration of MBM Potatoes proved a catalyst for a complete change of direction at QV, which has taken a similar approach to other categories and actively pursued and developed combined commercial and growing relationships with like-minded businesses. Through strategic change and a lot of hard work with our suppliers and customers, we have successfully moved QV onto a different level and positioned ourselves as a route to market across all sectors of the fresh and processed fresh produce trade…
“We have a fantastic group of exclusive growers, who provide us with what we truly believe are the finest British new potatoes available. The consistency and quality of their product will be the key ingredient in the future success for our Inspire British new potatoes brand and we will be going out to the regions to help growers communicate the British new potato message to the consumer.”
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