Regional Branding of Soft Fruit

Nigel Smith and Mike Mallet operate Gosling farm and marketing business just outside Felixstowe, a couple of miles from the coast. Nigel started his farm and PYO/farm shop back in the 70's but it was not until Mike joined the business, in 2000 that "Suffolk Berries" was created. The region does not suffer from frosts of any substance and enjoys a cooling on-shore breeze in the afternoons during the summer. They believe, as a result of this, they are able to produce a level of quality that is difficult to beat.

The concept is simple:

Fruit is picked every day from their farm and four other partner farms within a 40 mile area in their region - starting as early as they can. By 9am they receive their orders from the customers and Mike delivers on a 65 mile route that takes about 2 horus, finishing by 1pm. Ever retailer is carefully selected and must meet their strict criteria:

1. Must be specialist groecery retailers, delicatessens of farm shops
2. Drive time must not be less than 10 minutes between customers
3. Agree to their stocking principles of trying to sellout within 24 hours so that freshly picked fruit is always available.

Every punnet has the "Suffolk berries" label includign each retailesr individual name. The combination of Mike's obsession with quality and their rigid procedures, has enabled the retailers to sell between £1.19 and £1.49 per 227g this summer. In the two years since they started this business demand has grown dramatically - "price is really not an issue, after they have bought the first punnet - that's it! We will put it up again next year." smiles Mike.

Mike believes there are three main contraints for the future, the daily ritual of managing demand with supply, finding new growers who are able to fit "Suffolk Berries" culture and sourcing/supplying from or to another country that is within their 65 mile region. Mike also agrees he wouldn't rule our aupplying a supermarket like Andrew Boxall in Kent, as long as he and the customer could agree on procedures.

Autumn 2002