Arable
Potato grower boosted by new deal with retailer
E
ssex potato grower Robert Strathern has announced a new deal to supply the Co-
op with his Fairfi elds Farm range of fresh potatoes.
The Co-op is now selling Fair-
fi elds Farm 1.5kg white potatoes, 750g Baby Potatoes and 4-pack Baking Potatoes in 92 stores across Essex, Suffolk, Cambridge- shire and Hertfordshire. The new deal is set to have a
signifi cant impact on the team at Fairfi elds Farm, based at Worm- ingford, north of Colchester. More potatoes have been planted to in- crease the yield of this year’s har- vest and new jobs created to cope with the extra workload. “This is a fantastic new con- tract for us,” explains Mr Strath- ern. “It has increased the volume
of our production and created new jobs on the farm. “We also sell our fresh pota- toes through the East Of England Co-op, and this new deal will en- able us to signifi cantly expand our reach and awareness of Fair- fi elds Farm – allowing more con- sumers to get their hands on lo- cally-grown potatoes.” Co-op head of local sourcing Si- mon Dryell said: “As a community retailer, sourcing local produce is the corner-stone of our approach, with the Co-op committed to in- vesting and, creating value, in its local communities.
“Shoppers increasingly seek quality local products, our mem- bers and customers tell us that provenance, trust and value is key. That is why the Co-op is commit-
The deal will see Robert Strathern’s potatoes sold in 92 Co-op stores
ted to providing opportunities to showcase, celebrate and support great local products.” To coincide with the launch,
Fairfi elds Farm has also rebrand- ed and reshaped its pack sizes to make them more convenient for the consumer, while investing in 100% recyclable LDPE packaging,
in line with the farm’s own envi- ronmental targets.
Best-known locally for its range of hand-cooked crisps and snacks, Fairfi elds Farm grows, washes, grades and bags 12 dif- ferent potato varieties which are then supplied to wholesalers and retailers across the UK.
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