Building a quality supply

WellPict European Espana manager Edward Grieve strongly believes that the key to their success in Spain is down to one thing; the quality they offer. Over a difficult 05 season their unwavering emphasis on this simple thing cemented their reputation as a top class exporter, especially in the British market where the competition was often found offering sub-standard product. For that reason, whereas the 05 season was viewed by many to be poor, Well Pict European considered it to be very positive, and they look set to deliver again over 2006.

At the start of march there were some fears that cold snaps would once again lead to a shortening in supply, but this was overcome. As far as Well Picts production, sabrosa and festival account for almost 80% of its exports, other have been removed from their programme in an effort to maintain the highest levels of quality, as well Pict Manager Edward grieve comments, “we have totally discarded ventana because it simply doesn’t travel well.”

As well as improving the production techniques of the above varieties, Well Pict European Spain is also working on the development of its own cultivars. They are focusing on three key elements; shelf life, flavour, and sweetness. Trials are being undertaken with Agromoguer and initial results are very positive.

2006 should see a minimum 25% increase in WPEs strawberry production in Spain, they are also developing their production and procurement of so called “super” berries such as blueberries, raspberries and mulberries all of which have seen the significant recent growth in the UK from extensive positive press.

2006 has seen WPE Spain marketing produce in France and the Netherland, two markets  Grieve feels still have great potential. They also have started deliveries to Eastern Europe, including Poland, Slovakia and the Czech Republic.

WPE is the exclusive marketer of Lujovi’s heart shaped clamshells for the UK and Italy. The pack was trialled in the UK over valentines day in 2005, and this year it was rolled out to over 300 ASDA stores in the Uk and the response from customers was overwhelming, with product selling out in most stores. WPE are now working towards making the pack available for other “special” occasions.

April 2006