When Well Pict Scotland first opened its doors for business in October 2005, it had just one goal in mind: to replace imported strawberries with fruit locally grown in Scotland. It was a business that was to be built from the ground up too, with director Andrew Cranston initially working from home in Carnoustie with just a mobile phone for company.

Andrew’s first job was to look for land that would be suitable for production, packing and distribution and accommodation for the 120 seasonal staff. The Angus region was decided on for a number of reasons: the affinity to which the region has to soft fruit; the cooler coastal climate; some of the best soils in the UK; and a traditional influx of seasonal staff.

Having teamed up with a local farmer Frank Geddes, the company rented 50 acres of suitable land, with preparation starting in February 2006. During the spring, WPE also managed to procure a suitable building to act as a distribution centre and packhouse, situated in Arbroath, a few miles from the field production. With the help of Ewelina Cranston (Andrew’s wife and a qualified food technician.) what was a disused fish factory was quickly turned into a Grade A BRC accredited packhouse. In addition, the company was able to achieve the Assured Produce Scheme Standards, a great testament to all those involved.

From the beginning of March to the end of May 2006, over million plants were sown and on June 8th the company delivered its first strawberries to its most local store, ASDA Milton Dundee, just twelve miles from the field in which they were picked! Andrew harvests his strawberries every day and delivers to his local stores six times a week as part of ASDA’s Local Choice campaign.

This way local berries are sold in local stores and consumed by local people. He commented “Customers really want to support their local farms and growers, as they want to know that their money is going to remain in the local economy.”

The success of 2006 gave it the confidence to plant a further 36 acres in the spring of 2007, taking total production up to 650 tonnes.

“Due to huge customer demand, our plan for 2008 is to further increase our production by 50%, we are also developing our local growers base”, says Aurel Voiculescu Director of Well Pict Scotland.

There is no doubt that the concept of buying locally will become increasingly important in the years ahead, with the rising price of oil and a growing desire to reduce the carbon footprint. What’s more, of course, locally grown produce is invariably of a higher quality – fresher and tastier. And that’s why WPE will continue to grow and expand; for this is one company that is now producing what the consumer wants and what the environment demands.

We are interested in talking with the like-minded growers in order to develop the supply of high quality locally grown berries in Scotland. To find out more visit www.wellpict-scotland.com, or telephone Andrew Cranston on 01241 437 050.