Norman Collett was formed in 1977 but its ambitions are very much 2012 as it prepares to launch a new website with an emphasis on Facebook and Twitter to spread its message.
The company specialises in marketing English top- and stonefruit to most of the UK’s major supermarkets and wholesale markets. The fruit is largely grown in Kent by Mid-Kent Growers and Farm Fresh producer organisation, plus some other independent growers.
Commercial director Michael Joyes says the intervening decades have seen the industry come on leaps and bounds with new premium varieties such as Rubens apples. State-of-the-art storage, packing and distribution facilities have also changed the way the company does business. Professionalism, rationalisation of the grower base, category management, the raising of the profile of British produce and the importance of provenance have all altered the industry as well, he adds.
The company has positioned itself as providing a unique offer to growers, assisting with the technical requirements of supplying the major supermarkets, and with a focus on agronomy, assurance schemes, ethical trading, quality management, and staff training and development.
The new site will provide information to both the public and trade.
Joyes believes the next 10 years will see further rationalisation of the supply base with independent growers being absorbed into larger growing groups or companies. “Most of the current familiar faces will still be there, but there must be some rationalisation of the marketing desks too as reducing costs going forward will be imperative.” -
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