A Fast Moving Business

Someone said recently that only a few years ago a significant part of Britain's strawberry production was in the hands of dozens of small producers and mostly growing Cambridge Favourite in open fields. It mighit not be obvious that they dynamics of soft fruit production match those of many better known crops.

No one can doubt the driving force of the retailers in terms of quantity, quality and variety. However, the ultimate consumer is king. The demand of high quality berry fruit has enabled an industry to evolve which is not just geared to a month mid-summer. What a change from the not-long ago days when rail and road carried varying quantaties and qualities to be re-packed and distributed from places like Covent Garden.

Not only has the range of varieties expanded beyond belief; growing facilities, packing and marketing alongside distribution have kept apace. Interestingly, the professional industry must have done it right. At a time when fresh and local and such terms are vogue words, the apear of pick-your-own continues to fall steadily.

The evolution of the marketing groups has provided many benefits to growers. Professional fruit producers can now concentrate on growin maximum marketable yields and controlling production costs. They know that the pay cheque has been keenly negotiated and tha bad debts are unlikely. With the industry generally buoyant and reasonably profitable there is always a risk of complacency. Is the present industry near-perfect? Are the increasing numbers of varieties good or bad? Is the control structure of the marketing companies helpful or obstructive.

The answers must be yes or no.

If the comparison is made, of only 10-15 years ago with a month of fruit available, with some British strawberries and raspberries available virtually year round then the range of varieties has proven invaluable. Indeed, the ongoing improvement of newer varieties around at an ever discerning audience could be a prerequisite for future market growth.

The role of the marketing companies has such merit. It is impossible to see how the supermarket will make a volte face and go back to dealing with individual growers. However, a question mark remains over the role of marketing companies seeking to improve variety choice on growers. It imposes perhaps, an unacceptable risk on the grower. It is great if a variety is widely accepted and there is the privelege of exclusivity but it inspires competitors to fight harder and the minute a variety loses support the grower has the problems of re-planting.

Many fruit producers could see the advantage in widely accepted varieties exemplified by Elsanta, Everest, Tulameen and Glen Ample. But progress goes on and on with the advent of Alice, Octavia, Polka etc. serious improvements arrive anyway.

If the UK soft fruit industry has a generic, self protecting role it should be to look on a wide horizon to protect what the UK public wants. Better varieties, top quality British-grown plants, leading edge growing technology and the thoughtful cooperation between marketing company and supermarket chain should strive colelctively to protect a valuable market. Foreign competition is knocking on the door.

Autumn 2003