A new potato brand has hit the foodservice sector with the introduction of Vale’s Fresh - part of Greenvale AP - last week.
A range of fresh prepared potatoes from British growers will be supplied to both the private and public sector, with an initial focus on fresh chips.
Some 38,000 tonnes of chips - made from UK-grown Maris Piper and cut traditionally before being vacuum-packed - will be sold in the UK each week.
Trevor Dear, commercial director at Greenvale AP, told FPJ: “Many of the chips on the market are imported and frozen, but we want to bring back the traditional English chip."
The range was created following extensive research into exactly what caterers want in a chip, from the shape to shelf life, as well as the all-important taste.
‘We've spoken to lots of caterers to get everything right - the flavour, the shape, the texture," said Jason Spires, at Vale’s Fresh. “But there were other very important considerations, including consistency, quality and availability. Greenvale’s strong relationship with growers across the UK provides a guarantee of all three.”
Independent tests have shown that Vale's Fresh chips absorb up to 50 per cent less fat than the frozen, par-fried alternatives from major competitors.
The fresh chips have a 10-day shelf life as a result of the five-step processing developed by Greenvale AP, which uses technologies such as hydro cutting to preserve natural flavour and goodness.
The fresh chips are available in a variety of catering pack sizes, weighing 2.5kg, 5kg and 10kg, through foodservice wholesalers.
Vale’s Fresh dovetails the existing fresh potato businesses owned by Greevale AP; Swancote Foods, in Telford, and Wisbech-based Greenvale Foods.
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