ASDA buys Produced in Kent strawberries for Ashford, Rochester and Kings Hill stores

It is often said that Supermarkets are not interested in supporting local produce and we at Kent County Council approached all supermarkets to support local produce and purchase strawberries from Kent.

Asda confirmed that they were most interested in the Produced in Kent initiative and set about purchasing strawberries from Andrew Boxall on the basis that he would grow, pick and deliver the strawberries to selected stores. Andrew grows his strawberries in large tunnels, which gives him the opportunity of sustainability. He is able to supply strawberries from June to the end of October.

This was quite a challenge for Andrew, he purchased a new delivery truck and had it painted in his colours. He had to ensure that he met the stringent Produced in Kent criteria and had to complete the self-certification form indicating that he grew the strawberries in Kent.

We visited his farm and carried out a thorough investigation to ensure us that the certification was correct. When we arrived at the farm he was erecting new stainless steel sorting tables for his pack house as well as purchasing new electronic scales to help speed up the packing process.

We had the opportunity of meeting his delightful and enthusiastic staff. He took us around the farm and it was very interesting to see his method of growing strawberries in the tunnels as well as the enthusiasm that he has for this Produced In Kent buy local initiative. We also noted that he is a keen supporter of the LEAF scheme.

We issued him with the Produced in Kent labels to stick onto every 227grm and 454grm pack. The labels are strictly controlled and Andrew has to account for every label issued.

The strawberry sales through the Asda stores were highly successful and Andrew had to obtain additional support from other growers in his area to help him with the supply of strawberries. These growers also had to complete the criteria and we are particularly delighted with this as it gave further opportunity for other growers near Andrew to sell their crops to supermarkets and help sustain the economy of Kent. Local purchasing means that the buyers are supporting local growers and producers. They are helping to cut down on distribution costs as well as saving the environment by not having large trucks travelling up and down through Kent thus decreasing air contamination. The economy is sustained as people are employed from Kent and the pound spent remains in Kent.

Asda have supported this campaign and promoted the Kentish strawberries in the store. Asda Rochester promoted the strawberries with a special buy the strawberries and received a carton of cream. They held tasting sessions, which proved to the consumer that there is nothing better than a Kentish strawberry. They permitted in store "Buy local" point of sale, which was produced by Produced in Kent.

"Kent County Council is right behind this initiative" says KCC's Lead Member for Regeneration Graham Gibbens. "When customers see the Produced in Kent label, it means they're getting the best goods from the Garden of England. The grower, the consumer and the store also benefit, so everyone wins".

Asda has appreciated his efforts and Andrew has advised us that next season Asda intend to order strawberries from him for all the Asda stores in Kent. This is good news for Kent and its future!

April 2004

Source: http://www.wellpict-countylocal.com/

Well Pict County Local - Top fruit and soft fruit grower, packer, distributor and marketeer in Kent