Angus Soft Fruits expanded its Good Natured brand from soft fruit into the salads category last week, when the first arrivals of the new pesticide-free salad range hit Asda stores.
The Scottish berry player teamed up with Stubbins Marketing Ltd six months ago and both companies are working in partnership to share their experience in growing and production techniques to deliver the pesticide-free range.
Angus Soft Fruits launched Good Natured Fruit two years ago as a range of berries grown without pesticides.
The new salad range is grown by Stubbins across 40 acres of UK glasshouse production and includes large vine, baby plum and classic round tomatoes, as well as cucumbers and sweet Californian Wonder peppers.
The lines, packaged in recycled pulp from sustainable sources, were on the shelves last Friday. Initial sales volumes are very strong and are expected to grow further as the UK season continues.
John Gray, commercial director at Angus Soft Fruits, told FPJ: “The move is a natural progression and we believe there is a place for the Good Natured brand in the salad market. There is consumer demand for an environment-conscious product that cuts in between organic and conventional in terms of price, but still delivers many of the benefits of organic produce.”
Peter Turone, commercial director at Stubbins Marketing Ltd, added: “The relationship we have built up with Angus Soft Fruits is really strong and the concept of pesticide-free fruit and salads is a great idea and one that fits in with what we are trying to do.”
Plans for more Good Natured lines are in the pipeline.
The first home-grown soft fruit of the season under the Good Natured Fruit brand will hit stores at the end of this month.
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