Major vegetable grower Produce World has launched a consumer-facing brand.

Burgess Harvest Veg offers consumers “the best-tasting British vegetables, grown in a seasonally simple format” the company said in a statement.

Baby Ruby potatoes are the first offering from the new brand and have gone on shelves in an exclusivity arrangement with Co-Op stores nationwide this week.

Produce World believes consumers want a one-stop vegetable solution and it aims to meet this need with Burgess Harvest Veg and its strap-line Growing Goodness, which is central to the brand ethos.

The Burgess family at the heart of Produce World has been

growing vegetables in the eastern counties for decades and the company says the brand embodies the family’s passion and knowledge for the fresh produce sector.

Consumer insight has driven brand development and baby Ruby potatoes have a quick-cook time and vibrant colour.

Andrew Ovens, Produce World marketing director, said: “Burgess Harvest Veg is all about giving consumers the best-tasting vegetables in an easy-to-cook format. Our extensive consumer insight has told us that food preparation time is decreasing and has been for years, so the quick-to-cook and great tasting baby Ruby potato is sure to please consumers.”