HOW AND WHY DID YOU GET INVOLVED IN THE FRESH PRODUCE INDUSTRY?
I’m the third generation of my family to be involved in fresh produce. After taking a year off to go round the world after university, I joined the family business - Louis Reece Limited - in 1969, as a salesman at our Spitalfields market site. My father was chairman of Louis Reece at the time and we were fruit importers, wholesalers and growers. It was my grandfather who set up that business in 1919.
HOW DID THE POUPART-OLINS FAMILY DYNASTY COME ABOUT?
In 1985 we sold Louis Reece to Glass Glover and I was made divisional director of Glass Glover for two years. Then, in 1987, I led the management buy-in of Poupart, which was owned by Hillsdown Holdings. Four of our family joined at that time - my twin brother Paul, who heads up Poupart Citrus, my younger brother Jonathan, who heads up Poupart Imports, and my cousin Adam, who manages BerryWorld and will now take on the role of group managing director for the whole Poupart Group.
WHAT ABOUT THE NEXT GENERATION?
My nephew, Paul’s son, Adrian, is employed as a procurement executive for Poupart Citrus. My children haven’t entered the industry. I think the business will be in the family for some time yet - at least another 30 years, although I hope I’m not working by then! We are on the fourth generation and he’s only 28, so we will definitely top off 100 years in the industry.
DO YOU THINK FRESH PRODUCE PRESENTS SIGNIFICANTLY GOOD PROSPECTS FOR TODAY’S YOUNG PEOPLE?
Absolutely. It is the same as when I joined in 1969 - there is a shortage of good young people so if you are ambitious and hard-working the opportunities are there. Back in the 1960s fresh produce wasn’t very glamorous. We came in third after tinned and frozen food; before the emergence of the retailers, produce was being sold in pretty crummy establishments; the range on offer was fairly limited and seasons were much shorter too. Travel was much harder and we didn’t have access to as many fruit-producing countries. Forty years later, the industry has been completely revolutionised - it is far more innovative than it was. Would I join the industry if I were 25 again today? Absolutely.
ACCORDING TO BRITISH SUMMER FRUITS, RETAIL SALES OF BRITISH BERRIES GREW BY 6.8 PER CENT LAST YEAR. WOULD YOU ATTRIBUTE SUCH IMPRESSIVE GROWTH TO THE EFFORTS OF ITS CAMPAIGN?
The campaigning is one of the contributing factors to the sales growth. However, increasing acreage and availability is also responsible. I would have expected that growth to continue, but because of the ruling on polytunnels, we may not have unlimited expansion and we may even see growth go into reverse.
The minute you limit polytunnel usage, the industry will be adversely affected. We can generate as much publicity as we want but all we will do is stimulate demand. If the demand carries on growing, and we can’t meet it, we will have to import more fruit.
Any grower will now have to be very careful in terms of polytunnel usage, and seek advice from their local authority to see if they need planning permission. It may not be so much of a problem all over the country. I think there are definitely pressure points: Herefordshire, Kent, Surrey and Hampshire - where there are a high level of people living in the countryside who would see polytunnel development as detrimental to their quality of life.
CAN THE INCREASED DEMAND FOR LOCALLY GROWN PRODUCE BE RECONCILED WITH THE MOVEMENT AGAINST POLYTUNNELS?
That’s a good question. There has to be a compromise. Even the representative of the CPRE (Camapign to Protect Rural England) said they don’t want to totally wipe out polytunnels. If there is a balance there will still be a viable and significant industry. It might not grow as fast as before, or be as large as required to meet demand, but there’ll be an industry. Polytunnels and soft fruit are synonymous.
WITH ALL THE HYPE SURROUNDING SUPERFRUITS, DO YOU THINK SOFT FRUIT IS AN EASIER CATEGORY TO BE WORKING IN THAN OTHER FRESH PRODUCTS?
It’s been phenomenal. We’ve seen constant growth for the last 10 years. It is one of the greatest success stories in recent years and what we have done in promotion has been a part of that. I’m sure the superfruit idea has helped generate a lot of new consumers. According to TNS, we have gained half a million new consumers in the last two years. Not only are more people eating them, but they are eating berries at different times - at breakfast on cereals, or as a snack, and not just as an ingredient for cakes.
WHAT DO YOU INTEND TO DO WITH YOUR EXTRA TIME AWAY FROM POUPART?
I start working four days a week from January and I will continue consulting for Valley Grown Salads (VGS) and Reynolds Catering. I enjoy it because it presents new challenges and my experience hopefully offers them an independent view.
I’m also hoping to improve my fitness. I have recently taken up golf and I play tennis, ski, swim and watch cricket. However, I will continue to spend the majority of my time focused on supporting Poupart and the berry campaigns.
WHAT ARE YOUR HOPES AND EXPECTATIONS FOR THE FUTURE OF POUPART?
I am optimistic the company will continue to grow organically and by acquisition. I think we have got a very good team and have structured ourselves well, as an intermediary between growers, supermarkets and other customers. I am equally optimistic about the future of the industry. We have always beaten the challenges, be they financial or climatic, and I believe that will continue.
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