Chambers and The Fruitery will be revealing an exciting new launch at this year’s Fruit Logistica, as The Fruitery announces its decision to expand its business to include the supply of fresh fruit and branded medley pots for the foodservice, retail and culinary trade sectors, alongside the original white label offering.
Last year Chambers – which enjoys a strong heritage as a grower whose innovative business model enables customers to access soft fruit direct from the grower resulting in a shelf life extension of two days – became the UK’s only specialist fruit grower to launch its own prepared fruit facility, The Fruitery. Created in response to the growing demand for a healthy snacking option within the buoyant take home and on the go markets, The Fruitery accesses the same premium fresh fruit grown by Chambers (either in the UK or at one of its partner farms located in countries around the world) to create a range of berry medley pots. The extended shelf life, as well as reduced food miles and 100% traceability and provenance, have proved popular within the foodservice and food retailer sectors, where The Fruitery has previously provided a white label product.
The launch of a branded berry medley offering represents another first for The Fruitery, as it will be the first branded prepared berry product to hit the market, providing consumers with a unique fresh berry medley choice in line with current healthy eating guidance. In addition, the move towards the supply of fresh fruit under The Fruitery brand enables the business to service the needs of the discerning culinary trade who, while acknowledging the benefits of The Fruitery’s current catering pack and the extended shelf life, are more interested in buying larger volumes of fruit in a fresh rather than prepared format.
Commenting on The Fruitery’s new plans, Commercial Director James Miller says, “The Chambers business model is based on four key pillars, growing, packing, importing and prepared, all of this is underpinned by an ongoing commitment to innovation and tracking current and future market opportunities. The Fruitery has been well received within the industry and our advantageous reduced supply chain timeline, £2m investment in the high care facility, BRC accreditation and ability to provide a seamless year-round supply of berries direct from the grower resonates favourably with our customers. We are now keen to pursue wider distribution channels for the product including culinary professionals with whom we have already started a seeding programme via the renowned Westminster Kingsway college in London. We believe that The Fruitery can operate successfully as a proprietary brand, alongside the existing white label business, leveraging the successful supply chain model pioneered by Chambers.”
Chambers and The Fruitery will be in Hall 8.2 stand A-03 at Fruit Logistica.
Members of the NextGen Fruit Group, a networking and educational association working across the UK fresh fruit supply chain, recently took an educational tour, courtesy of Chambers’ Oakdene Farm headquarters.
November 2019: Chambers once again demonstrated its strength as a leading soft fruit grower with two wins at this year’s National Fruit Show.
Competing against the top fruit producers in the UK, Chambers was
awarded a second and third prize for its Paris and Malling Bella
Paris is a variety originally bred in France that delivers a larger than average sweet, juicy berry between 5g to 6.5g, presented as a uniform, short conical and slightly rounded shape. It is a primocane that is very tolerant to the main raspberry pests and diseases and therefore produces good yields. Fruit is characterised by a pleasing aromatic flavour and firmness and a long shelf-life.
Malling Bella was first launched in 2017 and represents a variety from the East Malling Rubus Breeding Consortium, an international breeding consortium originally formed in 2015, of which Chambers was a founding member. It is a vigorous, mid-season primocane fruiter, providing large, easy-to-pick berries. Malling Bella delivers heavy yields and is suitable for double cropping and long-cane production. The resulting fruit is of an excellent quality, with consistent flavour and a long shelf-life.
Commenting on the success at the show, Commercial Director James Miller said, “As a highly experienced, established specialist raspberry grower we take great pride in the quality of the fruit that we supply and we have a strong understanding of which varieties deliver against the high standards set by our customers. As a grower that works closely with the multiples, we are constantly striving to meet the increasingly discerning demands of today’s consumer. This can sometimes be in the guise of a new variety, but we also stand firm with some of the more traditional varieties – such as Paris – which continue to epitomise the best in class, as demonstrated by our success at this year’s National Fruit Show. Paris not only performs in terms of aesthetics, flavour and yield, it – along with a number of other varieties that we grow – also enjoys an extended growing season with the crop being harvested as late as October in the field, and up to December under glass. Clearly, being able to deliver a British product so late in the year is an appealing proposition for the industry and underpins Chambers’ commitment to (wherever it is possible) reducing the carbon footprint. Offering our customers a choice of high-quality berries that resonate with current consumer trends remains our no1 priority.”
Produce Business UK has reported on Chambers’ recent event welcoming the next generation of the fruit industry.
“Members of the NextGen Fruit Group, a networking and educational association working across the UK fresh fruit supply chain, recently took an educational tour, courtesy of Chambers’ Oakdene Farm headquarters.”
“The visit provided an opportunity for Chambers to share its knowledge with the rising stars of the fruit growing industry.”
Leeds Road, Langley,
Maidstone, Kent ME17 3LT
Certified since 2003. The LEAF Marque is a farm assurance system showing that food has been grown sustainably with care for the environment.
BRC certified since 2002. The Chambers packing facility is on the option 1 unannounced scheme, certified to AA+, the highest possible standard. The BRC Global Standard for Food Safety assists in providing a framework to manage food safety, integrity, legality and quality.
Certified since 2001. The Associated Food Standard helps to promote UK fruit and vegetables and assists in keeping us up to date with relevant legal requirements.
WB Chambers’ packing facility is accredited by the Soil Association to pack organic produce.
Certified to the Gold standard. Nurture ensures world class quality fruit and vegetables for our customers. It is an exclusive, independent quality standard that ensures fruit and vegetables are grown in an environmental and responsible way.
The Asplins Producer Organisation Ltd is a fruit producing, packing, and marketing co-operative with twelve Members who produce top, stone, and soft fruit across the UK. www.asplinspo.com
Sedex is a global membership organisation that prides itself on making it simpler to do business that’s good for everyone. www.sedexglobal.com