Positive media boosts sales

2004 has been another successful year with sales and performance by volume increasing by 15% over all categories year on year.

Strawberry sales saw a 14% increase in volume and value from 2003, partly due to favourable and plentiful media coverage throughout the year focusing on strawbrries' health, diet and aphrodisiac qualities. This helped give sales a huge boost and promoted strawberries to consumers that traditionally may have seen them as a luxury, summer dessert. 2005 will see a bigger pack added to the range to meet consumer demand and boost sales further.

Raspberry sales rose 11% in volume and 16% in value from 2003. The new, larger punnet we introduced provides two portions of the governments "5 a day" recommended amount.

2004 blueberry sales soared with a growth of 151% in volume and 187% in value from 2003. Sales were seen to double and sometimes triple week on week largely due to excellent press coverage, particularly about their anrioxidant propeties, and they were consequently widely brandeda "superfood". Demand was seen to outstretch availability at certain times of the year.

Blackberry sales were up by 34% in volume and 32% in value. Extending availability with imported fruit before and after the main UK season facilitated a decent performance.

All other lines within the sector have risen steadily year-on-year.

Stone fruit has experienced a comfortable volume uplift of 13% to date, though this does not take into account the forecasted increase in sales following the introduction at the end of November of the new charry pack. This increase is largely as a result of the success of nispero, successfully sold in all ASDA stores for the first time in 2004 compared to 30 stores in 2003.

Rhubarb sales in volume and value improved by around 70% during 2004. Better positioning in the store, with the majority displayed in a dedicated refrigeration area, has helpedgrowth substantially. Growth during the summer months was also helped by a strong "Rollback" pricing strategy.

All organic lines profited from a year-on-year, 5% like-for-like sales improvement. Each organic product has become available in more stores to meet to meet changing consumer demand. Certain organic lines suffered from poor seasons, which damaged overal growth potential, but we remain optimistic to see this year out and focus on improvement throughout 2005. We have chosen to investigate and implement new pack formats such as biodegradeable and compostable packaging to support these lines.

With our minds focused on the 15% year-on-year growth in sales volume in 2004, we are very positive about 2005. Next year's 52-week sales plan has been submitted and several exciting and innovative opportunities lie ahead. New lines, pack sizes and weights will all be introduced and we look forward to continuing to achieve a comfortable year-on-year growth rate; something we have become accustomed to in recent years. Here's to a successful and prosperous 2005.

Winter 2004