Tesco’s emphasis on locally sourced produce was given a boost with the in-store launch of the Kentish new potato season.
The first Riviera, grown by Richard Ash of Margate, went into the Tesco Extra store at Westwood, near Broadstairs, at 34p a lb.
Tesco said it will be rolling out its regional potato campaign across 45 stores in Kent, East Sussex, Surrey and South London as volumes build.
Kent new potatoes are also being branded with a specially designed “oasthouse” logo, which will be used on point of sale material and recipe cards that will be retained in-store year round.
Pre-packs will also feature the names of the growers, all of which are local members of Kent Veg, which markets its produce through St Nicholas Court Farms (SNCF) and then into Tesco through Branston Potatoes.
Collectively, SNCF accounts for some 250 acres of Riviera, Maris Bard and Maris Peer.
Nick Tapp, managing director, said: “It is very encouraging for our growers to get this degree of support. We are determined to rise to the challenge and ensure that the quality and quantity exceed Tesco’s expectations.”
He was present with growers at the store to offer customers samples from the Tesco mobile unit, and met with Roy Maynard, senior potato buying manager to mark the occasion.
Maynard said a strong local identity had been a winning formula for Tesco: “We are providing more English product and increasing sales, even at a time when the trend is towards convenience.
“Five years ago we annually sold a total of 280,000 tonnes of English new potatoes. Our figure is now in excess of 400,000t, while imports, which had once been part of the supply pattern at this time of the year, has shrunk to 15,000t from 50,000t.
“We expect other produce from Kent to play a big part in our future plans,” he added.
No comments yet