Sainsbury's has re-launched its UK Grower of the Year competition to appeal to a wider audience.
It splits total horticulture into five categories – fruit, vegetables, salads, organics and floral – within which the emphasis will be on quality, service, availability and technical innovation. Improvements in yield through growing techniques, and active support for integrated farming practices and bio-diversity will also come under the judges' spotlight.
As Tony Sullivan, Sainsbury's produce general manager, explained: 'This event will recognise the important role UK growers play in our fresh produce provision and will reward excellence in key areas of supply. Currently, they provide 90 per cent of what can be bought here when in season.' The winner in each category will receive a trophy and certificate while the overall victor will get sponsorship for production improvements and the opportunity to appear on in-store merchandising and in Sainsbury's magazine. Winners will be announced at next year's Royal Show.
Meanwhile Sainsbury's is fine-tuning its produce strategy to enable it to better meet the needs of consumers and the marketplace. An integral part of this is the development of new varieties hand-in-hand with suppliers. A case in point is Anya, a salad potato exclusive to the group.
'Our aim is to take a more collaborative approach and to work with growers in order to help them differentiate their produce offer against that of the competition,' Sullivan concluded.
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