Well-Pict targets further growth in UK market 
 
Well-Pict European Marketing Ltd (WPEM) officially launched on January 1 2003 as the UK sales desk for the Well-Pict European (WPE) group of companies.

The initial seeds of this group of companies were sown back in 2001 when US and UK entrepreneurs Tim Miyasaka and Martin Seymour decided to develop the US Well-Pict brand into Europe.

Miyasaka's company Well-Pict Inc is one of the largest strawberry producers in California. He has 800 acres in production at any time. With the significant closure of the window for US strawberries into the UK and European markets, the majority of this produce serves the US home market ? this is the gentleman who was asked to pitch for the total Wal-Mart business.

The Well-Pict Inc ethos has been adopted by WPE in order to develop a production and supply organisation that aims to be a significant player in the future berry industry, regardless of country boundaries and changes in the retail sector.

For a grower, gone are the days of growing a crop for a speculative market. There is a process everyone is involved in to develop supply, to create an opportunity to make a profitable sale. A 12-month marketplace requires a 12-month supply base spread over a wide geographical base and development of this supply requires long-term planning for production in to several market places. This is what the Well-Pict European group of companies has been working towards.

Well-Pict European has done this by investing in production and facilities across numerous countries. These include Portugal, Spain, the Netherlands, South Africa and of course the UK.

WPE is keen to serve customers all over Europe not just the UK multiples, for instance the production area in Portugal has been producing superb fruit for UK multiples as well as supplying a growing list of clients in the Netherlands, France and the Portuguese market. Portuguese and Spanish production is also home to the extensive variety trials being conducted by WPE.

A key emphasis for WPE is the continuous research and development into finding better varieties and methods of growing (not just for the UK, but all the regions it has interests in).

Portugal has seen extensive trials over the last year, and the Well-Pict variety 592 has been producing some outstanding results. In Spain, the last year has seen steady year on year progression, 2002 gave rise to a commercial production of Plant Science varieties. Solcondado an exclusive grower to WPE and owned by the president of Freshuelva planted 269, 633 and 625 varieties. Other Spanish growers have also planted 269 and 633.

PORTUGUESE GROWN VARIETY WP 592

2003 sees the deadline set by the majority of UK and European supermarket chains for the implementation and supply in accordance with Eurep Gap, which is the accepted technical standard of good agricultural practice. Supply not produced in accordance with this standard will therefore have a limited marketplace. WPE realising the impact of this standard has been working with its growers to achieve the standards required to obtain certification.

The Eurep-Gap requirement reaches right down into South Africa, and the WPE growers have embraced the requirements vigorously. Farm facilities have been upgraded, including the revising of growing techniques. The packhouse has streamlined into a much more efficient operation and home-market retail sales have been developed. WPE's connections in South Africa also enable its growers across the world to have access to poly tunnels (and other farm machinery) at reduced rates.

WPE Northern based in the Netherlands has seen further dramatic expansion in the last 12 months. During 2002 it supplied one of Holland's largest supermarket chains, and sales into France are set to follow as a result of this relationship. The Dutch / Belgian season has been extremely successful in the last year. Fruitworld, one of WPE's newest suppliers is also set to be one of its largest customers, following successful visits to WPE Spain and Portugal.

UK production is just as important to WPE as imported produce. In the last 12 months WPE has worked relentlessly to improve it's UK profile. Technical assistance has been provided to improve its UK growers' profitability and to make sure they were growing the best crop for their individual circumstances. This has resulted in an uplift of UK product for 2003 ? now exceeding 800 tonnes.

WPE is working across the globe to provide a total package for its growers, making sure that they are in the best position technically and commercially, through the Well-Pict varieties and expert agronomy and marketing advice, to offer the consumer the best possible product, giving the growers the greatest profitability. WPE is creating relationships that are able to sustain themselves by offering services and products to customers across all borders, supported by a wise network of associated companies who are able to assist with any needs; from labour (in association with Fruitful Jobs) to ethical audits.

For details (UK) please contact Rachel Hubbard on +44 1386 835063 or (International) Garry Mercer on +44 77121 36238