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Freshtime following a consumer based approach

At a time when more and more consumers are calling out for local produce, UK vegetable supplier Freshtime, located in Lincolnshire, the heart of English vegetable and salad production, is in the perfect position to supply local vegetables throughout the UK. The company, founded back in 2000, sources vegetables from growers and then supplies fresh cut vegetables to major retailers, convenience stores and food services.

The fresh cut market has been around for quite some time, but Mark Newton, Managing Director of Freshtime, believes that what the company did back in 2000 has put a different spin on the offering. They are not growers, which puts the company in the position to follow a consumer based approach.

The company receives fresh shipments of produce every morning at 6 am from its contractors. A fleet of 20 lorries, which are also contracted, are sent out every morning to ensure that every shipment received is as fresh as possible.

Personalisation on the rise
Following the current salad trend, Freshtime recently launched a 'create your own' salad line offering a variety of individual products so the consumer can create personalised salads.

"Freshtime supplies a salad base with leaf lettuce and various fresh cut vegetables, but also offers separate grain options ie. couscous, pasta, spelt, amongst others, along with separate dressings and proteins such as chicken or fish. All of these items are packed on site in Boston," explains Newton.

"The UK market is still fairly traditional when it comes to vegetables, still sticking mainly with carrots, broccoli and cauliflower. However, we have recently added courgettes, fine beans, asparagus, and of course, beets, to our offering."

New packaging
Freshtime recently launched new packaging for fresh cut vegetables. Microwave steam valves have been introduced so consumers can steam the vegetables with ease. "This feature has proven an important one for consumers," according to Newton. "It allows for a much better cooking quality than anything else out in the market at the moment."

"There is a lot happening at the moment," says Newton. "We have a new range of 'dressed' vegetables with different seasoning and flavours, which are mostly done under private labels for retailers."
The Freshtime brand is primarily used for the convenience sector, while the food service tends to be unbranded.

Christmas stress drives convenience
As in a lot of sectors there is a spike in demand for convenience food around Christmas. Freshtime offers around 6 extra lines for Christmas, including traditional Brussels sprouts as well as those with smoked panchetta or flavoured butters, there are also ready-to-roast parsnips with honey and mustard glaze.

For more information:
Tel: +44 1205 312 010

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