Produce World urges growers to ‘match our ambition’

Belinda Clarke of Agri-Tech East led one of three workshop sessions
Belinda Clarke of Agri-Tech East led one of three workshop sessions

‘Match our ambition’ was the main message from Produce World Group’s Executive Chairman and CEO Neil Fraser to key growers who came together for their Grower Day at Houghton Hall in Norfolk. Neil explained the rationale behind recent changes at the leading fresh vegetable grower and supplier, as well as outlining its ambitious plans for future growth.

“We have made our plans for growing the company very clear but we can’t do it alone. Our key growers are absolutely critical to realising these plans – without growers we don’t have a business. We need to get closer to our growers and work with them in a collaborative way to deliver the lowest cost model in the market place. It’s not about size for its own sake, but about achieving scale that will help to deliver that model and provide increased profitability for everyone,” he said.

Mr. Fraser was speaking at the second annual Produce World Grower Day alongside fellow members of the Group’s Management Team, Commercial Director Frank Robinson and Procurement Director Jon Campbell.

Mr. Robinson spoke about the unprecedented degree of change on the High Street, consumer purchasing habits and the consequences for all retailer suppliers including Produce World and its growers. He also emphasised the fact that these changes represented a real opportunity for those who rose to the challenge.

Procurement Director Jon Campbell explained that the Group now had a single procurement team which would work across all categories and would provide more opportunities. He said: “We are working on the basis that it is one business, regardless of the category we are dealing with, and we need one team handling procurement which can share knowledge and, just as importantly, work closely with the commercial team to meet the needs of our customers.

“Moving forward we will be looking at a consolidated grower base, but this will provide opportunities and more long-term contracts will give growers the confidence to invest. By working more closely with our growers, we believe we can create a greater margin for everyone.”

Mr Campbell concluded his presentation by urging the growers to ‘prepare for growth’. He said: “For those up to the challenge, as our business grows so will your business.”

Produce World Group Head of Sustainability and Research Guy Thallon took the audience through ’15 things in 15 minutes’ delivering a whistle-stop tour of the Produce World Group’s 4Life programme which covers Responsible Sourcing, Environmental Sourcing, Community Impact and Workplace Culture. He gave the audience a rapid run-through on an exciting series of projects that includes research and development.

He said: “4Life is our CSR programme which has real commercial objectives at its heart. That includes our extensive research programme which is designed to deliver benefits to our growers and increase margins all around.”

Outside speakers included Lord Peter Melchett from the Soil Association and Caroline Drummond from LEAF who provided information on their organisations and set the scene on the future challenges for food and farming. In particularly both speakers spoke about healthy eating and the need for the industry to sell the health benefits of fresh vegetables.

Workshops in the afternoon were conducted by Smiths Gore – on succession planning – Agri-Tech East and the Gangmaster Licensing Authority (GLA).