Wight Salads, JPMO, Foxash Growers, John Baarda Ltd and Eric Wall Ltd all have an equal stake in the company, which adds a new name to a sector that has had more than its fair share of upheaval in recent months.

Fresh Link began trading with Sainsbury's as a single entity earlier this month and has followed up its first supplies of cherry tomatoes with a 'Taste the Difference' vine offering this week.

Paul Faulkner, marketing director of Fresh Link, told the Journal: 'The locations of these companies gives us a fantastic geographical spread which will help to ensure consistency of supply.' The company's head office is based at the Eric Wall site in Barnham, West Sussex. Foxash Growers is from Manningtree, Essex, Baarda from Hull, JPMO of Jersey and Wight Salads, which has its headquarters on the Isle of Wight, has recently added the former VHB Europa nursery in Kent to its armoury.

Faulkner added: 'All of the individual companies are dealing with other customers separately; what Fresh Link offers is a clear focus on the Sainsbury's side of their businesses.' He added that the progress of category management has been very successful in recent seasons and producers are looking to have more input into the marketing of their product.

'Establishing Fresh Link is a reflection of our joint confidence in the future of the UK tomato business. What this new venture also provides the five shareholders with is the opportunity to help influence and shape their own futures,' said Faulkner. 'Sainsbury's has been very supportive of the concept and the group will cover the majority of the tomato range as well as supplying midi cucumbers. Emphasis will be placed on finding the optimum balance for Fresh Link's supply of commodity and speciality varieties.' It is only three or four years ago that cherry tomatoes were still looked on as speciality but they have swiftly moved towards the commodity bracket. Faulkner commented: 'It is important that we address the need to enhance the varietal mix and move in a direction in which Sainsbury's is driving the category.' He stressed the importance for individual suppliers to maintain a balanced portfolio across their range to ensure long-term financial stability.

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