WP European Sales

Well-Pict European is soft fruits category manager for Budgens. Account manager Andy Izzard says that strawberries and raspberries dominate the business and continue to show sales growth. Other products covered by Well-Pict for the retailer include blackberries, currants and blueberries. Izzard says that blueberries are now a constant presence in the program, “no doubt the positive press coverage on their health benefits has added to demand, it’s a happy coincidence that availability now just about coverse 52 weeks.”

Naturally the main focus of Budgens berry offer during the summer is British strawberries, this is highlighted by the fact that Budgens is totally dedicated to selling UK-grown soft fruit. Well-Pict European will be ensuring that all strawberries are procured from the UK throughout the summer.

In conjunction with this backing of UK strawberries, Budgens plans to drive forward its UK raspberry sales by 100% on last year, promotional activity is planned for those periods when good volumes of UK Tulameen are available, just as with the strawberries all of the retailers raspberries this summer will be sourced from the UK.

2004 will see Budgens offering 9 different varieties of strawberry, Senior Budgens Fruit Buyer Danny Grover believes that this offers improved marketing opportunities. Grover points out that each alternative variety will be a real improvement for the consumer. “While Ventana from Spain has been good for the growers with early yields, it has not been a big hit with consumers.”

Grover says that Budgens recognises that “Bold, prominent and easily recognisable POS support further growth in the berry sector.” With this in mind they have invested in five-tier stands, bold, strawberry embossed livery and summer fruit POS in its stores to ensure maximum visibility. However Izzard points out that “there is not other category within fresh produce that is as dependent on good weather conditions as the berry sector. A fine warm sunny say encourages consumers to purchase from this sector, in good weather we can see berry sales increase at least 10 fold.”

Each year the berry industry reviews and reflects on the current year and sees continual growth, year on year, “this pattern reflects Budgens soft fruit sales” says Izzard.

Grover has seen a huge sales growth over winter months, “Budgens has varieties Honor and Tamar during the winter season, during the Iberian season Budgens has moved away from Camarosa, Well-Pict European expects that in 2005, 90% of the Iberian berries it isupplies to Budgens will be better tasting and looking varieties such as Honor, Patience, Sabrosa and Festival. There will be further developments in winter soft fruit, the extension of sources such as Spain and new sources such as South Africa.

Izzard believes that there is still plenty of room for expansion in the category. “The increased summer volumes are making English soft fruit a day-to-day purchase and developments in varieties with enhanced eating quality have made the category more appealing.”

Grover believes that Budgens positions in the retail market as a high quality convenience store is ideally placed to expand the berry market where purchases are both impulsive and regular.

Summer 2004