BerryWorld recently began exporting UK-grown berries for the first time. Which products are you exporting and to which markets?
Charlotte Knowles (CK): We currently export all of the four major berry category lines (strawberries, blueberries, raspberries and blackberries) as well as some minor currants. Our key market currently is Dubai and we are continuously looking further afield at new opportunities.
When did you start exporting and how has it gone in terms of sales, logistics etc?
CK: We have now been exporting for 18 months from the UK. Sales have been positive and the market has shown a lot of interest in the BerryWorld Group and our scale and potential to deliver great tasting, premium berries.
Whilst, as you would imagine, it is more challenging to export than supply the local UK market, we have learnt a huge amount about the market and the logistics around export, as well as developing some strong partnerships.
Was it difficult to negotiate market access? Do you expect complications with this after Brexit?
CK: It is challenging. Every country has its own regulations, a lot of market research is required and you should ensure that your product and strategy aligns with the needs of the retailers and consumers in that marketplace.
It is difficult to predict at this early stage the impact that Brexit may have, as we are still unsure of the deal surrounding our trade negotiations, but as a business we believe there is an opportunity to export quality British produce beyond the UK.
Do you see Brexit as an opportunity to develop exports to new markets or more of a threat to the UK’s existing trade links?
CK: It is unlikely that a 'frictionless' customs union with the EU will be maintained, as Michel Barnier (the EU’s chief Brexit negotiator) said in a speech last month that this would be impossible due to the EU's reluctance to grant the UK all the benefits of membership. However, there is a desire from the British government to keep trade with the EU “as frictionless as possible”and they recognise the need to keep this process as similar to the way it currently works as possible.
What opportunities do you see to develop British soft fruit exports?
CK: There appears to be a positive association with British and European soft fruit quality from the interactions we have had in Asia and the Middle East, as our specifications and standards are high and we have set a benchmark for quality. This has allowed us to develop a £1bn plus retail market here in Britain.
There are definitely opportunities to develop markets outside the UK, many of which are less developed than the UK in terms of achieving 52-week supply of berries or a tiered approach to marketing soft fruit.
Are you looking to export to any new markets going forward? If so, which ones and in what products potentially?
CK: We are exploring a lot of opportunities at this stage.
