A leading supplier is looking to close the quality gap between the independent non-multiple sector and the major fresh produce retailers.
“Generally the non-multiple sector has been getting lower quality produce with the best produce going to the multiples,” said Jim Parmenter, managing director at Gomez.
“But we believe there’s a big demand for high quality produce outside the multiple sector and that needs to be serviced.”
As a result, Kent-based Gomez, one of the UK’s foremost produce suppliers, has launched a premium brand, called Gomez Reserv, aimed at high-quality retailers, caterers and restaurants.
“Most of the businesses in the sector have been concentrating on efficiency and cost reduction,” said Parmenter, and the market has been getting tougher. “As a result business is depressed and there’s a lot of pressure on returns.
“We decided we needed to start looking at other opportunities and identify parts of the market that were not being serviced.”
He said the high level of competition and low returns in the UK market are making the country less appealing to growers, but launching a premium brand would help improve things.
Growers have been hand-picked. “The growers see it as a big opportunity,” said Parmenter. “They have been getting disappointed with the UK, and European markets are becoming more and more attractive. Gomez Reserv is a big opportunity for them to do something different.”
Initially the brand is aimed purely at trade, but Parmenter said Gomez could take it further: “We’re looking to build on the idea for a possible launch into the consumer sector. We believe there’s a great deal of mileage for it there.
“You’ve got brands for coffee and cornflakes, but it doesn’t happen for fresh produce, it’s either anonymous or retailer own brand.”
Produce launched under the brand will be Spanish tomatoes on-the-vine, grapes, stone fruit, strawberries, pomegranates and citrus.
Parmenter said that is just the start: “We intend to expand the offer to meet demand as we see it. We are also looking at the possibility of introducing new niche products under the brand.”
He said the aim is to build loyalty and ensure the name Gomez Reserv becomes synonymous with high quality.
“A pre-requisite of any product going under the brand is that it has to be special, there’s no point doing it otherwise. We’re looking for high-spec product, big sizes, high sugar levels, excellent taste and product that is completely without defect.”
The launch of the brand will be supported with trade advertising, under the slogan “Quality Secured - A fresh look at premium produce”.
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