A new cost-effective fruit pre-packing and distribution service is being launched this month in the Vale of Evesham, targeting producers worldwide and importers requiring a seasonal service.
The Greenfresh facility, which it is hoped will also offer a back-up to importers, is based at the headquarters of its parent company Organic Farm Foods (OFF), a 35,000sqft chilled warehouse in Honeybourne.
However, Julian Woffenden, business unit director, stressed that Greehfresh will operate as "an entirely separate entity" from OFF. He said: "The premises - which already carry the highest level A grade status of certification from members of the British Retail Consortium - will primarily concentrate on the pre-packing and short-term storage of conventionally grown fruit, although there is also potential for organic.
"There are a number of suitable short-term temperature- controlled storage chambers that can operate between 0-10oC, and have a full range of packing equipment providing maximum flexibility."
This includes flow-wrapping for grapes and kiwifruit, hand netting for citrus and netting of stonefruit, and poly-bagging for apples and pears.
Individual fruits such as melons can be hand labelled with the finished products assembled for onward delivery to retail distribution centres.
Colin Banton, director, said: "The impetus behind the decision is because there is a new sourcing dimension becoming evident in the industry. UK supermarkets, which now represent more than 85 per cent of fresh fruit sales, are still looking for every opportunity to cut costs and are now approaching producers overseas directly to establish programmes without the participation of third-party importers.
"Now these grower-suppliers are looking more and more for low-cost professional packers and distributors in the UK who will work directly for them, and follow their instructions."
As the summer fruit season moves nearer, Greenfresh is targeting growers from the Mediterranean basin, and has already gauged interest with similar contacts from the southern hemisphere.
Greenfresh will operate initially as the new trading division of OFF but will become a separate legal company within a year.
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