Weald Marketing has been in operation since January 1995 and is unique in its set-up because of the tie-up between the marketing desk and the grower. The company directors are Tony Smith, overseeing marketing, and fruit grower Clive Goatham. Smith is responsible for marketing and sales, distributing mainly top fruit from local farms and smaller volumes of soft fruit to supermarkets and wholesalers.
Goatham is the third generation of growers on the independently run family farm situated in Rochester. He is responsible for top fruit production and packhouse and storage operations. Although their roles are clearly divided, the directors communicate daily on all issues relating to distribution and production.
The marketing office is located in Paddock Wood, Kent. Smith has more than 20 years experience in fruit selling, originally working with Mack Multiples where he was selling Goatham’s farm’s apples and pears to the wholesale markets. During the first two years of Weald’s operations, the majority of top fruit was distributed was to wholesale markets. However, a cold frost in 1996 resulted in a Bramley apple shortage in the UK and this presented an opportunity for Weald. Goatham’s orchards were in full supply, unaffected by the frost, enabling them to offer fruit to the supermarkets. Realising they had a competitive advantage over other suppliers, Weald approached Safeway and Marks & Spencer, which took the majority of the 3,000 tonnes available, providing a better return on the produce than wholesale markets. This established a relationship between Weald and the supermarkets.
Over the years, both marketing and production have grown annually - the 3,000t supplied in 1996 represents 30 per cent of current production; acreage has increased from 200 to 1,000 acres; in the last three years £1.2 million of the grower’s funds have been invested in a new packhouse, cold store facilities with a capacity of 8,500t, and a new grading line.
Recent capital investment at AC Goatham’s farms has enabled Weald to extend its supply window, with increased volumes. Along with supplying Safeway/Morrisons and M&S directly, top fruit is sold to other leading supermarkets through the relevant category manager. “We have seen a shift in the supermarkets’ attitudes to UK produce, which has been partially consumer driven but also because of an increase in UK produce awareness from buyers,” says Smith. When Weald started trading back in 1995, the distribution mix was 90 per cent to wholesale markets and 10 per cent to supermarkets.Ten years on, the supply ratio is the opposite; now 10 per cent of produce goes to wholesale markets and 90 per cent is provided to seven out of 10 major multiples. “Our strength as a company is that we are able to supply Bramley apples all year round,” says Goatham, “and we also supply Cox and Gala from September to April, and Conference and Comice pears from September to April/May.”
Since forming Weald Marketing and working closely with growers, Smith says he has a better understanding of the issues surrounding production and storage that face growers, which has helped him to better market the fruit. On the procurement side, the distribution mix has also changed with 90 per cent of the fruit sourced today coming from Goatham’s orchards. “This was our aim when we started,” says Smith. “Goatham wanted to produce more fruit and by strengthening the operations facilities, we have expanded the supply we market to multiples.”
Over the 10 years, Weald Marketing has exceeded its supermarket business expectations and become a major top-fruit supplier. Smith says: “Growth has been steady and we feel comfortable now with the business and our success. For the next 12 months, we aim to consolidate further the facilities we have and focus on expanding the packhouse so more fruit can be stored, strengthen our direct sales positions, increase fruit volumes and maintain our customer service.”
Goatham is also confident about the future: “Current UK volumes of top fruit are not enough to meet demand. At the moment we are obtaining planning permission to add an additional £3.5m distribution centre on site to hold an extra 2,000t cold store, and to double our packing capabilities to 100t a day.”
Now Weald Marketing has established itself as a major supplier of top fruit to supermarkets, the directors are aiming to strengthen this position. “We place great importance on attention to detail with soil and fruit analysis because we grow superior produce and plan to increase volumes,” says Goatham. “We know there are additional sales to be gained from our existing customers and scope to take a greater percentage of sales in the dessert and catering sector.
“We have a unique relationship in the industry; the marketing desk sits in the packhouse and has direct contact with the grower. There is no division or conflict of interest as we have the same to gain - this has added to our success.”
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