WellPict County Local and ASDA/IP Look towards the future in the South West Region 

Wellpict County Local and ASDA/IP are working towards supplying Local Dessert Apples to consumers in the South West England.  

The South West has a strong tradition as a highly successful production area for cider apples, but over the years a significant proportion of growers have grubbed their land for other uses. However, now WellPict County Local and ASDA/IP think they could meet a boom in demand for local produce by growing dessert apples in the region.  

Producing the fruit could open many doors for both growers and speciality food producers as the apples would need a packhouse that would be capable of meeting ASDA/IP’s storing and packing requirements. This packhouse could then also be used as a Food Hub for local food distribution.  

To this end, NFU South West Region has hosted a meeting of interested farmers and growers of both conventional and organic produce hosted by WellPict County Local and ASDA/IP to investigate opportunities and regional interest in growing dessert apples.  

The meeting was held recently at the Exeter Golf Club and was chaired by Graham Nicholas, NFU Chairman of the Horticultural Sector in the South West, Mark Dennis from ASDA/IP, Aurel Voiculescu Director of Wellpict and Josh Kann General Manager of Wellpict-County Local, and producers from Somerset, Devon, Wiltshire and Gloucester attended the meeting. 

Technical details of apple production in the South West were discussed in-depth with reference to varieties, planting requirements, organic and conventional off take, volumes required, and potential support from Wellpict and ASDA/ IP. 

Aurel Voiculescu director of Well Pict County Local said “It is interesting how crops go back to regions in a 20-year cycle. It seems that we take for granted availability of UK produce, but without adequate planning and marketing promotions, viable crops go out of production. We need to make sure that we have a robust plan to grow the most modern varieties in a sustainable way. I hope that this initiative helps to revitalise a once vibrant region of top fruit production.” 

Jon Morgan Category Manager for IPL/ ASDA added “ASDA are committed to UK top fruit. We are making in roads in this area and we still have a lot of room for improvement. We will continue to play to our strengths and our customers will benefit from having the opportunity to enjoy the best quality and value combination on the high street. We are keen to offer sustainable and long-term programmed business to those growers who have the right varieties and mentality to deal and grow with ASDA. 

Graham Nichols of the NFU said “I enjoyed chairing a meeting of committed British farmers who were prepared to look at the challenge of diversification into growing dessert apples. It would involve a long term business plan for the grower and this partnership must be reciprocated on all sides.”   

Interested growers should contact Well Pict County Local office on 01622 845 955 or infowellpict-countylocal.com. For further information please visit http://www.wellpict-countylocal.com