Local produce targets seasonal appeal

A NEW regional marketing scheme, offering shoppers a seasonal range of locally-grown and packaged fruit and vegetables, is to be launched in Suffolk tomorrow.

A NEW regional marketing scheme, offering shoppers a seasonal range of locally-grown and packaged fruit and vegetables, is to be launched in Suffolk tomorrow.

All products in the “From My Farm” range will be regionally sourced and clearly labelled with the name and location of the grower, so that shoppers can see who has grown their fresh produce.

The range will initially be available in branches of Morrisons around the East of England, with a series of launch events planned to cover each store, starting in Ipswich tomorrow.

The From My Farm range will include potatoes and other root vegetables, such as carrots and beetroot; brassicas, such as cauliflower and purple sprouting broccoli; alliums, including leeks and onions; and fruit.

Initially there will be 12 products available from eight growers, and over the course of a year it is hoped that more than 50 different product lines will be available, from around 30 growers in the East of England.

Charlotte Falkingham, fegional foods manager for From My Farm, said: “It is clear that today's consumers have a desire to purchase regionally grown food, which is why we launched From My Farm. The name and location of each grower will be clearly stamped on the pack, so shoppers will know exactly where their food has come from, and that they are supporting growers in their region.

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“Research we have undertaken has shown unanimously that consumers feel produce tastes better when it is in season in the UK, therefore we've worked with Morrisons, who are renowned for their support of in-season, fresh fruit and vegetables, to bring customers this exclusive range.”

Phil Scordis, Morrisons store general manager, added: “We're delighted to welcome the From My Farm range to our store and are sure our customers will love it. Morrisons is dedicated to providing the very best fresh produce, at great value - and this new range fits the bill perfectly.

“It will be great to introduce our shoppers to our regional farmers and their fresh, in-season crop.”

From My Farm also supports The Growing Trust, and promises to donate one penny for every pack of From My Farm produce that is purchased to The Growing Trust. This money goes towards carefully selected good causes that will support your region.

From My Farm will be rolled out across the East of England and will be available in Morrisons stores in Ipswich, Beccles, Felixstowe, Norwich, Lowestoft, Gorleston, Cromer, Kings Lynn, Diss, East Dereham and Fakenham.

The packaging for From My Farm has been carefully chosen with respect for sustainability, compostability and recycle-ability. Packaging is minimised where possible by using small tags rather than bags, and, where this is not possible recyclable and compostable paper bags and new home-compostable plastic bags have been used in place of conventional plastic bags.

One penny from every pack purchased from the From My Farm range will be donated to the Growing Trust, with the money going towards selected good causes within the East of England.

For more information about the From My Farm range, visit www.frommyfarm.co.uk or contact: