Well Pict County Local and International Produce are working towards supplying local dessert apples to Asda customers in South West England.

The region has a strong tradition as a production area for cider apples, but over the years a significant proportion of growers have grubbed their land for other uses. However, this new initiative hopes to reverse that trend, and the retailer and its supplier think they could meet a boom in demand for local produce by growing Gala and Braeburn.

Producing the fruit could open many doors for both growers and speciality food producers, as the apples would need a packhouse that would be capable of meeting Asda/IP’s storing and packing needs. This packhouse could then also be used as a local food-distribution hub.

To this end, NFU South West hosted a meeting in Exeter for 10 growers of both conventional and organic produce from Devon, Gloucestershire, Somerset and Wiltshire. The gathering was arranged by Well Pict County Local and IP, to investigate regional interest.

“It is interesting how crops go back to regions in a 20-year cycle. Without adequate planning and marketing promotions, viable crops go out of production,” said Aurel Voiculescu, director of Well Pict. “We need to make sure we have a robust plan to grow the most modern varieties in a sustainable way. I hope this initiative helps to revitalise a once vibrant top-fruit region.”

The meeting was chaired by Graham Nichols, NFU chairman of the horticulture sector in the region, Mark Dennis from Asda/IP, Voiculescu and Josh Kann, general manager of Well Pict County Local. “I enjoyed meeting British farmers who were prepared to look at the challenge of diversification into growing dessert apples,” said Nichols. “It would involve a long-term business plan for the grower.”

The next stage is for growers to visit the Well Pict operation in Kent, and the establishment of a local hub next year in the South West.

“Asda is committed to UK top fruit,” said Jon Morgan, Asda/IP category manager. “We are keen to offer sustainable and long-term programmed business to growers who have the right varieties and mentality to deal with Asda.”

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