Soft-fruit growers should stop moaning and make the most of their opportunities, Harry Hall, a partner in soft-fruit specialist Hall Hunter Partnership, told the Soft Fruit Conference at Ashford.
Forthright Hall, whose company made the transition to 100 per cent soft-fruit five years ago, said the key is to find the right balance between retailer, marketer and supplier: "It is all about changing the future before it gets changed for you. You can shape the future if you work with your customers. If you are a whinging British grower you are not going to change anything."
"We [the soft-fruit industry] are very fortunate that we have a sexy, flexible product that it is not difficult to differentiate," he said, asking delegates "how important are you to your marketing company or retailer" and urging them to "earn the right to be the most demanding supplier tom your marketer".
He added: "Put yourself in their position, are you helping them achieve their and their customer's objectives. Are you aware of their customer's objectives? You can bet your bottom dollar it's increased volume and an attempt to increase market share. Often marketing companies think this is too sophisticated or a futile discussion to have with growers, otherwise more of these discussions would take place. Have it and see what the response is. At least then, come the pointed end of the season there will be no surprises. "
He said growers that are doing a good job have earned the right to be more demanding of their marketing company. On the other hand, he added: "If you have let them and their customers down then expect to sell your fruit at a reduced price and have to buy the business back after a shortfall.
"Fundamentally," Hall concluded, "the industry stays strong only if each party, be it grower, marketer or supermarket do equally good jobs or achieve the pre-season agreed objectives."
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