An initiative encouraging Kent growers to take part in a supply scheme is being supported by soft fruit marketer Well-Pict.

Through local government-run Produced In Kent, growers will supply fruit directly to local supermarkets, and fruit will carry labels to identify their farm and carry the initiative's logo.

Rachel Hubbard of Well-Pict said: 'The tendency for fruit that is produced within the county [Kent] ending up on a shelf in Manchester or Newcastle just doesn't make sense to us.

'This local supply idea has proved to be very popular with our retailers and with shoppers alike – some stores reported increased sales of up to 300 per cent during 2002 as a result of this direct supply idea.' Well-Pict is seeking more growers for the 2003 season. Its supply remit includes strawberries, raspberries, blackberries, gooseberries, blueberries, cherries and plums.

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