With greengrocers and other specialist retailers becoming "an endangered species" both growers and their distributors are having to look elsewhere for alternative markets beyond the multiple chains.

One avenue which is proving successful for the Redbridge group of companies has been public restaurant chains and local contract catering, according to its marketing director Sally Cleary-Corbett.

Redbridge now serves more than 1,000 outlets using the Britfresh and Continental Fresh brands. Apart from the UK sourcing extends to Spain, Holland, Belgium, France and most recently Poland.

Food service is on an expansion course with fresh produce annual sales already estimated to be worth £420 million, and Cleary-Corbett projected is likely to quadruple over the next decade.

"The move to outsourcing of non-core activities to increase availability of food in shopping malls, retail parks, leisure centres and travel terminals. as well as involvement in health and education, has driven massive growth," she said. Currently some 450,000 businesses are served primarily by local wholesalers."

But if this is good news for British growers success will only be achieved through acceptance that this sector also requires a professional approach at all levels, she said.

"You have to be a suitable size, and prepared to commit to a long-term partnership, be technically proficient and have Assured Produce accreditation and ideally BRC, " she said. "Progressively our business is no longer about trading, but long-term marketing strategies for key customers, secured by a supply base of outstanding merit and loyalty."

Rewards for growers will come through agreed programmes and fixed prices even prior to planting. This is possible for at least part of the crop because menu prices do not change every week, she said.

Redbridge is now examining the possibility of encouraging chefs' awareness of the potential of featuring more seasonal vegetables, added Geoff Turner, Redbridge's business development manager.

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