A premium range of berries free from artificial pesticides has been launched by Scotland-based soft-fruit specialist Angus Soft Fruits (ASF) this week.
Good Natured Fruit, which is intended to fit in with the growing “free-from” market, is the first branded introduction of its kind within the UK soft-fruit industry.
Scottish TV chef Nick Nairn is to promote the brand.
Two lines were introduced in Tesco this week and the range will also be available at Sainsbury’s.
The ASF technical team has spent the last four years researching methods of producing strawberries and raspberries with no artificial pesticides.
Natural herbal ingredients, natural predators and an intensive quality-control programme are used to eliminate pests, as well as the need for any artificial pesticides.
The varieties included in the range will include AVA strawberries and Glen Ample raspberries.
Production is expected to run through to early November and ASF is in talks with its European partners about the potential for year-round production.
The first intensive sampling event will be held at the Taste of Edinburgh show this week.
Nairn will showcase the range at a cookery demonstration at the Taste of London event in Regent’s Park from June 21-24, and will also develop new recipes and serving suggestions.
The Nick Nairn Cook School in Edinburgh is to offer courses as competition prizes as part of a promotional campaign.
John Gray, ASF commercial manager, said: “Our consumer research reveals that many shoppers - particularly parents with young children - seek foods that do not contain artificial pesticides. We’ve used a combination of both cutting-edge and traditional technology to enable this to happen and are maximising our substantial investment to date by creating our own brand, Good Natured Fruit."
No comments yet