Angus Soft Fruits, once an agricultural operation of a few acres consisting of three growers located in the East of Scotland is now having its 30th anniversary celebration. It now has growers or growing partners from England, Spain, Morocco and Chile in addition to an breeding program that is based in Evesham. The most popular berries that are grown are raspberries, strawberries blackberries and blueberries.

FreshPlaza interviewed East Seaton Farm owners Lochy and Debbie Porter at their farm located in Arbroath, Scotland.

Lochy My dad began producing strawberries in 1964 to sell them on the wholesale market. Thirty years later in 1994, Debbie and I launched the business. This was also the year that we were married.”

Debbie “He provided me with the job, and I turned his offer down. Then he offered me to marry him and I agreed.”

Lochy “There there was some fruit growing here when I was a student, and I was able to go down and supervise it. Then I was the tenant of this. The tenants were using innovative techniques as well as new methods of cultivating fruits, coldstore plants drip irrigation, and polystyrene bed. I used to go to Kent with my dad when I was a student, and see the work they were doing. In 1991 We had around five acres, and it then evolved out of the beginning. I had been thinking that we’d need in order to be closer with the markets. There massive conglomerates offering retailers kinds of products. My father and I talked to him as well as his cousin James Gray and said we must change our ways the way we do business, shake it up little and work directly with our clients as well as the retailers. So, we visited Marks and Spencer’s which we supplied in the beginning of 1990 and stated that we’d love to provide them directly.

“This was a perfect opportunity to launch Angus Soft fruit in 1994 and the company just kept growing from to.

In the beginning, there was an enormous market for fruit in the UK at the time. England provided the market in June and May. The Scottish fruit was available in the months of July and August, but later, we came up with new methods and varieties that extended the season.”

Changes that are major

The landscape has changed dramatically in the industry of soft fruits through the years. In Scotland we used to pick berries on the holidays. In the past, the fruits were grown in the dirt with straw between. Nowadays, it’s all grown using poly tunnels or tabletops.

Lochy “It was an immense investment. It is a global industry. It was necessary in order to enhance the quality of products and also to improve insect control. It is also because that you do not have to perform crop rotation, which can increase the area. All of this is done with Coir right now.”

Debbie “The industry has transformed so drastically in the beginning, it was still just beginning and supermarkets were able to find 40-50 suppliers. They were calling all the time to find the supply. However, when it rains then we wouldn’t even have a supply for short period of time. Then, they told us to go and find a solution to this issue, and provide an uninterrupted supply all the way through September.’ They then said that they would like fresh strawberries year-round and ‘go to figure on how to achieve it.’ This has been driven by market forces and supermarkets are becoming larger and more efficient. We were extremely fortunate to be able to begin with the same time and this close relationship meant that we understood what customers desired and could tell when things changed, and were quick to react.”

Lochy “You should have an efficient and effective production possible. However, I feel that we’ve always aimed to improve our product and create something unique which again goes back to our breeding program. Being in this region, we can have a slower ripening time and more flavorful fruits. We are looking at branding fruits. Our goal has always been to stay ahead of the curve, and look to the future.

“Everyone is blessed with Spanish raspberries till the English harvest arrives, however there was a tunnel in our area that would have grown raspberries early. The biggest portion of raspberries in the second week in June. Normally, it is not possible to see Scottish raspberry berries until July. It is important to keep looking ahead and innovating, and think about the needs of your customers.”

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Labour

Lochy “The basis of work has changed dramatically from the 70s to the in the 80s. When you had mothers that accompanied kids to pick the fruits at the time of the holidays. That was how we were raised taking the old berry buses all over the place to collect pickers from street corners of Arbroath. Although it may sound like time, the reality was that you didn’t have any trust. It was that way when we first started however we moved swiftly to hiring Eastern Europeans, however at this point, they travelled all over and didn’t have a real commitment to the farm. We then began to speak to the government about getting temporary workers who had work permits that made a significant impact. In the meantime, kids weren’t permitted to harvest fruit at farms.”

Debbie “Legislation was also modified as well, so we were not allowed to be paid piece rate. Instead the entire process was to be paid on an the hourly basis. The growth also began in tunnels. On really scorching days, workers had to begin their work early to stay out of getting the most hot. It would not have been an option for parents and their children.”

Then we had Brexit

Lochy “We managed to hold on to certain members of some of Eastern European workforce who were capable of obtaining the status of settled, but naturally, they’re becoming older and don’t receive the new status of pre-settled, but during that time, we could find labour direct from our own resources and it worked quite well. However, we are able to stop doing that now since it’s considered to be a bonding process with the same farm. They aren’t happy about that. We would like to have satisfied people who are happy. Our workers are now coming from all over the world. In addition, a lot of our employees with settled status who have been with us for a long time and are currently employed in management positions.”

Debbie “We were fortunate that the majority of our employees are returning We are able to remain with them throughout all of the season.”

Lochy “Post-Brexit There was lots of work available for Russians, Romanians and Bulgarians We now have plenty of immigrants coming from Kazakhstan. We would prefer to have the Kazakhs to stay for nine months, however visas are only granted for 6 months. Only 40,000 seasonally-based visas available across the UK however, growers are likely to require more once the status of pre-settled workers diminishes as the UK need for seasonal workers ranges from 70 to 80,000.”

Robotics

There’s a lot happening in the field of robots, however Lochy doesn’t see it as a viable option for quite some time.

Lochy “There many research and development projects taking place in robotics research however, we’re just a couple of years away of replacing our workers by robots. Everybody wants all things to be automated and we are getting a lot of push by the government. However, the moment we implement mechanisation, people will have no jobs.”

Debbie “People visit us for work and contribute their taxes as well as National Insurance, we have approximately 800 people working in peak season. They all have to contribute to the tax. If you set up a robot and no one contributes any more and there is no going into the coffers of the central government for hospitals or roads. Schools, for example.”

The new premises will open in 2019.

Debbie “When the time came to start to work, we did so out of a closet off the bedroom. In the farmhouse. there was a desk for each of us as well as a filing cabinet printing equipment and a the fax machine. The printer was always on through the night printing labels. Then we relocated to the farmhouse where we worked out of a bedroom at the time, and then transferred the office into the farmhouse’s cottage and we had two staff working alongside us and we added an office portacabin, and continued to add components until we had the whole thing connected. We decided in 2018 that it wasn’t suited for the job.”

Lochy “I I was listening to an audio podcast on the other side when he mentioned “run your business as if you’re planning to operate for 100 years’. It is important be able to manage your business within your budgetary limits It just occurred to me it was the right time to create an enviable working environment that was more welcoming.”

Debbie “It truly does have a significant impact working in a pleasant environment. our office has become an open, modern area that includes a kitchen, separate spaces with enough bathrooms for everyone! It’s no longer the dark, cramped portacabins and having to walk through boxes.”

Lochy “There can be a major benefit of working from home these days however, we do have an office that is nice, and it’s easy to get around here. Not unlike the city of London We do, however, work with people who live further away, and must manage the situation, but generally we would like people to work from home.”

Debbie “During COVID, we put everyone in our homes and we still managed to get everything done However, things like the future plan and discussions about various other issues were brushed under the rug.”

Dutch Office

Lochy “We have opened our Dutch office in the year 2018 that was in operation for four years. If you believe something is going to have potential, you’ll go to it, however if that shifts, you simply stop you. Our office is located in Huelva located in Spain which means there was a little bit of overlap between the two offices, and the supply chain has become shorter. The Dutch are well-known for their trading, however this is not exactly what we intended to accomplish, but it seemed more sensible to sell out of Spain or Morocco The supply chain has become more efficient and, if we need to send something back from Holland it is possible to be able to do so.”

Who’s boss?

Debbie “I are just an actor! The truth is that when we began the company, we were working with each other to manage the company in the years that followed. and you can’t manage everything. However, I’m still part of the staff in the office of the farm, less so in that Angus Soft Fruits side. I’m always there and would like to keep track of the activities happening, but I’m a mere back-room worker.”

Lochy “Debbie is always adamant about her opinions; she’s extremely open and never shrinks from being violet. It is also a pleasure to get together with the stars when they are around and it’s the only moment you can see her struggling to the words!”

Debbie “I am awestruck by our company because we offer such excellent products and I am awed by the work we’ve done. We have a wonderful team here, and have enjoyed the most support from our customers, which may sound corny, however in the agricultural sector in Scotland every person is a relative to or know the other and have the same sense of a large family. Farmers aren’t always proficient at collaboration and collaborating on topics or sharing thoughts however we’ve been extremely fortunate to be engaged with the people that we share a common bond working with. It’s been tough labor, but it has been lots of fun along the journey.

“My sole regret is that we didn’t keep a diary You can remember things you did as well as meeting people, however we didn’t record anything. The memories are still interesting to look back.

“The staff at Angus has witnessed many changes and improvements through the years. However, there are many who have been with us for an extended and long period of.”

Lochy “It assists when there is continuity. People get older and go away or get older, but we want to maintain an environment that is happy. The company has had to become organized as our business has grown however, we ensure we have good communication with our staff and hold regular face-to-face meetings with those that aren’t based in the area.”

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Brands

Lochy “AVA(tm) is the Breeding Programme label. The journey started in 2003, with the revolutionary launch of our very first AVA strawberry, the very first UK cultivar of a premium strawberry. After this milestone achievement, we’ve continued to develop exceptional AVA varieties. The award-winning AVA fruits are grown throughout all over the world in order to meet the demands of retail stores in regions such as the United Kingdon, Europe, Europe, Middle East and Asia. The Angus Soft Fruits Breeding Programme breeds all varieties. Angus Soft Fruits Breeding Programme come prefixed to the AVA(tm) mark of quality. This makes us stand out with our exclusive range of berries and different varieties.

“Good Natured Berries” is our brand for berries that consumers can buy. High-end, delicious fruits in appealing packaging, with solid sustainability certifications are accessible for consumers across all of the UK, Europe, the Middle East and now Asia. Produced in Tune to Mother Nature, they are an incredibly delicious and healthy dessert.”

Exports into Middle East and Asia

Debbie “Soft fruit can be an unpopular product for export because of its limited shelf life.”

Lochy “There is a growing number of growers and companies that are considering exporting soft fruits to Middle Eastern and Asian markets however, it’s an extremely difficult product to export. We have Scottish fruit that is available in both the Middle East and in Asia that was introduced with bags and pipes Our nephew, Gordon who manages our exports side of the company. We’re always seeking new markets. UK retailers offer fantastic volume buyers therefore if we could put things on planes to deliver them to the world, what’s the reason not to? The problem has always been finding products that be able to travel efficiently. If you’re able to collaborate together with distributors and airlines to ensure that the supply chain is correct, then you can prove to be a profitable market.

“We have created the company to be able to provide fruit to be sold on international markets. We’re a berry specialist who are aware of the issues associated with international supply, and we are striving to make it the most efficient process.”

Major challenges

Lochy “Cost in labour. Inflation in general is a problem not just for us, but several businesses within the sector of soft fruits which is why there’s been a little of an abyss in the rate of price hikes from our customers. If you observe a 40 percentage increase in labor costs during the last 3 years, it is the labour that we have our largest expense.”

Debbie “This can be described as the distinction between our product and others available. We require a significant amount of labor, and if the cost increases just a little bit, it can have a major impact on your company.”

Lochy “To the present, we are able to hold an eye on costs and it is looking like there could have been shortages in the near future and it is not difficult to adjust the prices. We are looking to build an ongoing sustainable business for the long term; it is essential to earn an adequate income, however that’s not all. Our customers must be content with the service they receive as do we and it should be an environmentally sustainable business model. We’ve got a fantastic product We get great feedback from our customers and we must ensure that we have the proper procedures in place to help the product work. Your business should be run as if you are will run it for the next 100 years!”

Debbie “Over these past thirty years, we’ve invested in and reinvested, and have grown the company, and also employed more employees.”

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Program for breeding

Lochy “We began in the beginning with Dave Griffiths who is now retired. Lucy Wilkins runs the project currently, and has been with us for 4 years. The breeding program is comprised of raspberries, strawberries, as well as blackberries. The breeding is conducted in Evesham and we also have some raspberries in trial in the area as well. They are quite exciting, and it is extremely difficult to find more flavor than what we get when we use the AVA(tm) Magnum strawberry but We are always looking for ways to improve. Our goal is always to get more efficient. There are two amazing new raspberry varieties that will be launched commercially in the coming year: AVA(tm) Monet and AVA(tm) Dali. They are named for their, “works of art!” The varieties that have been carefully bred through years of testing and experimentation, constitute an important advancement in the cultivation of raspberries, providing unbeatable quality, yield and long-term longevity.

“Consumers are extremely concerned with longevity of shelf, which is an important factor to take into consideration. It is also necessary for a variety to undergo production in order to make it through the threshold and also requires the right taste. Also, there are different prices groups, so you have to have several different eyes when considering the subject. It is also important to consider the spring and fall seasons as well as the location and the climate in which you’re cultivating your plants.”

The following 30 years

Debbie “There remain numerous opportunities to be found that it is exciting despite the issues like the price of labour. However, we’ve got something unique and lots of customers who are enthralled by our products, and still have markets to be explored.”

Lochy “It was a remarkable thirty years. Our team is dedicated of Berry Specialists, and we have innovative ideas for the future. It’s good to reflect on the past, it has been my life for the last 30 years as well as hopefully for a little longer.”

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Jill Witheyman

Angus Soft Fruits

Mob. : +44 (0)7894 096123

Email: jill.witheyman@angussoftfruits.com

www.angussoftfruits.co.uk