54 Fruit with punch
It’s a growing business ... literally. Blessed with a micro climate ideal for early fruit, New Forest Fruit Company produced some 2,400 tons of strawberries from mid-March until late November and 80 tons of blueberries from mid-June until mid-August. Sue Hughes reports
Since Sandy Booth joined chairman John Boyd to form the New Forest Fruit Company in 2008, in a business which has historical roots going back to 1911, the strawberry enterprise at East Boldre has grown by around 10% annually, very much on the back of customer demand.
It’s not a local supplier as such, but became a Sainsbury’s priority in 2012 and is building upon that with a view to becoming the national retailer’s ’model soft fruit farm’.
Situated between the Solent and the New Forest National Park, it is in the ideal location for growing the earliest, sweetest strawberries and blueberries to be found in the UK.
“Healthy eating, of which soft fruit is an essential part, continues to receive very positive publicity,“ said Boyd. “Our main customers’ market share continues to grow, the general economy is recovering steadily and there are new varieties of strawberry in the pipeline that will enhance customers’ experience.
“Business has been growing at a steady 10% for the past five years. This is sustainable for our resources and mirrors market trends, so we do not forsee any change from this trajectory. As a ’growing’ business the weather will always present a challenge – despite the fact our whole crop is protected under polytunnels.“
Strawberries have been at the forefront of agricultural technological innovation, much of it pioneered by the Dutch, for whom land is a precious resource. However, Holland is not as strong at marketing, therefore growers can learn from one another.
authorities and the community. “The bureaucracy we find the most restrictive is planning policy. The New Forest is a beautiful place, but it should not become merely a museum with a stultifying attitude to any change. We wish local planners and some residents would take a more open- minded attitude to business in general.“
Being a good neighbour is important, with the careful siting of polytunnels and a commitment to developing the workforce. It’s also a LEAF demonstration farm and Boyd said: “Every farm should adopt two schools. They’re our future customers.“
The workforce, many of whom are from former Eastern European communist countries, are highly motivated and encouraged to be not only ambassadors for New Forest Fruit, but also to develop their careers. Boyd said: “I take particular pride in developing staff. We have 70% of our workforce returning annually and those that show aptitude are talent spotted and may progress to supervisory roles, and beyond.
New Forest Fruit is continually looking at diversifying the fruit offer, but will only invest if it believes the returns will justify the outlay in the medium to long term: “We have looked at added value, particularly to non class 1 product, which is all the supermarkets are interested in, but have not found any other viable solutions yet,“ Boyd continued.
“Production is geared towards the national supermarkets. Our scale is such that local supply to small customers is not something we have pursued, albeit we do have a small following of local businesses that collect from us. For them we have our own labels, but it is only about 5% of our output.“
Historically an orchard crop, specially adapted dwarf cherries are being trialled. Cherries are usually grown in Kent and Hereford, but again, New Forest Fruit has that early crop advantage.
Sainsbury’s buys from around six growers nationally, providing insurance if fruit supply runs short. They demand high standards of quality, both appearance and taste, and we are constantly trialling new varieties from plant breeders across the world to meet and exceed expectations.
Innovation is a watchword for New Forest Fruit and coir grow bags are used (a renewable resource), with 80% grown at table-top height to enhance productivity, improve fruit quality, and provide staff with a better working environment.
New Forest Fruit is a tenant of the Beaulieu estate with 600 acres in total – 250 devoted to fruit with the balance farmed by sister business, Boyd Farming. Farming in the New Forest National Park will always present planning challenges, but New Forest Fruit works closely with the local
www.businessmag.co.uk THE BUSINESS MAGAZINE – SOLENT & SOUTH CENTRAL – OCTOBER 2014
“Middle management genuinely comprises a tier of people who have developed themselves and worked hard. We really are a team; there is no them and us and I like to use the word ’élan’ for our team spirit. Remuneration is only part of what makes a committed team, and being a modest- sized business, everyone feels that they can make a significant contribution which will be noticed and appreciated.“
With Booth’s arrival, Boyd’s role as chairman means he is ’no longer at the coalface’. “Sandy is an exceptional MD; I cannot stress that enough. He makes it all buzz, tick and run. My role now is at a more strategic level.
“Given the advantage of our early location, we are in the process of a substantial investment to increase our glasshouse production area by some 20%. This is planned to come on stream by 2015 and we are pursuing other opportunities to acquire further sites as they become available.“
All in all, a fruit business punching above its weight.
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