QV Foods has revealed that it is to extend its highly successful Inspire brand for prepared vegetables with the launch of an Inspire British New Potato range, part of a concerted effort to raise the group's profile and that of its regional growers.
The Inspire brand is listed by eight retailers and promises 'seasonal produce at its best', fronted by UK MasterChef presenter and ingredients expert Gregg Wallace.
It marks a continuation of the growth seen at the group since the acquisition of MBM Potatoes in 2009, which doubled the capacity of QV's business and helped it gain a new foothold in the wholesale and foodservice sectors.
'The successful integration of MBM proved a catalyst for a complete change of direction at QV, which has taken a similar approach to other categories and actively pursued and developed combined commercial and growing relationships with like-minded businesses,' said QV director Simon Martin. 'Through strategic change and a lot of hard work with our suppliers and customers, we have successfully moved QV onto a different level and positioned ourselves as a route to market across all sectors of the fresh and processed fresh produce trade.'
Meanwhile, QV is currently in the process of acquiring Taypack potatoes in Scotland, which Mr Martin described as the final piece in the group's British potato jigsaw.
