Asda and UK soft-fruit supplier AMS are reaping the benefits of Asda’s Local Choice campaign, particularly in Kent, where punnets marked ‘Kent Strawberries’ and showing the traditional Hop Houses of Kent have been “flying off the shelves”.
Growers have been working round-the-clock to maintain the stream of supply and, to ensure quick turn around, the local strawberry producer is now also delivering directly into store up to four times a week.
The merits of Asda’s commitment to source locally were shown when its Sittingbourne store unexpectedly ran out of strawberries recently. The store’s produce manager was doubtful whether she would be able to get a replenishment organised in time for the next day’s delivery, but one phone call secured an almost immediate delivery of fresh strawberries directly from the local Kent farm.
Jayson Clark, British Product Development Executive at AMS, said: ‘The concept of ‘Keep it Local’ is really impacting upon consumers’ buying behaviour and we are noticing ever-increasing sales of locally grown produce. It is great that Asda is actively supporting this local trade as it encourages more growers to grow fruit and vegetables for their local market.’
Andrew Boxall, one of Asda’s largest strawberry growers in Kent, said: “People really want to support their local farms as this way they know that their money is going to remain in the local economy where it can be used to uplift local business and the community.
“The strawberries are literally picked this morning and will be on someone’s plate in the evening. If they were any fresher they would still be growing.”
Strawberries are among a number of other locally produced lines that Asda has introduced in the region, others in the range include plums, rhubarb and potatoes. In September, a Kentish Apple & Pear range will be introduced to stores, accompanied by heavy promotional support. Seven UK regions are participating in the Local Choice campaign, which is in its fifth year.
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