Success with the distinctive AVA strawberry variety has propelled Angus Soft Fruit into the major league of the UK soft-fruit sector and the company is now looking to take it even further.
ASF is the largest independent soft-fruit marketing company in Scotland and is acknowledged as a leader in technical excellence.
The AVA variety lies at the heart of its success, and the company describes it as one of the most exciting products to come out of its technical programme.
Now into its third season, the variety accounts for around 50 per cent of the company’s production, but that is set to grow further, says Lochy Porter, managing director.
“The unique physiology of the variety allows us to maintain consistent production for six months, from mid-May to mid-November, in Scotland - every retailer’s dream.
“We are currently trialling the variety with our Spanish and Portuguese partners with the aim of extending the availability of AVA strawberries to 12 months of the year.”
John Gray, commercial director, says the variety’s distinctive combination of characteristics has helped ASF’s customers segment their strawberry offer through the addition of premium lines, thus adding value to their businesses.
He says: “AVA strawberries have a unique range of attributes that our research shows are greatly appreciated by the discerning consumer.
“In addition to its excellent flavour, the variety’s shape, colour and retained petals give it an attractive and recognisable appearance which is, in turn, complemented by a distinctive aroma. Individuals tasting the strawberry for the first time invariably comment, ‘that’s how strawberries used to taste’.”
As well as its success with AVA, the company has grown its standing in the sector through a combination of grower and customer focus, supported by a dedicated research and development facility, which the company says allows ideas to become commercial reality much faster than would otherwise be the case.
ASF’s close relationship with its grower base has allowed it to work on the production of new varieties, the development of sophisticated growing systems and innovative production techniques.
The company says all this allows it to supply its customers with a sustained source of the best eating British strawberry and raspberry varieties throughout the season.
To support this year’s season ASF is focusing its attention on promoting AVA to the UK public.
While lifestyle magazines are covering the subject of food very widely, there is little written about the specific varieties of strawberries available and the company believes there is an opportunity to fill the information void.
Gray says: “There was a time when we all made do with cheddar cheese but there are now dozens of types of cheddar around to suit all tastes.
“We would hope that over time we will raise the profile of our AVA strawberry brand itself, so that people are aware that it is worth seeking out in its own right.”
This summer, ASF will be investing in a consumer education campaign involving media relations and selective sampling that will encourage consumer journalists to try, and write about, AVA.
Initially, an AVA website and information service will be launched which will target the food writers, shopping editors and, in turn, the public.
When it comes to raspberries, the company has utilised similar production systems and technology to those developed for AVA, all aimed at extending the season for the best eating varieties.
Scottish Glen Ample raspberries are now available from late May, when ASF accounts for the majority of UK raspberry production, right through until late September. This year’s crop is expected to exceed 1,000 tonnes.
As well as raspberries, the company has also invested in blueberries, a sector which is continuing to grow at a phenomenal rate.
In addition to supplying blueberries from the usual sources - predominantly South America and Eastern Europe - ASF is turning its attention to Scottish blueberry production.
Utilising novel growing systems and technology developed for AVA and raspberry production, the aim is to extend the availability of Scottish blueberries creating a key point of difference for retailers.
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