CHAMBERS AND THE FRUITERY ON SHOW AT FRUIT LOGISTICA
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.