30 June 1995

Cargill beefs up own-label area

CARGILL is stepping up its commitment to "own label" fertilisers for the coming season.

In an exclusive deal with ICI Fertilizers it will no longer distribute Nitram but will focus on its Olympia ammonium nitrate. The product will be made exclusively by ICI to the same formula as Nitram (34.5%) and will retail at a broadly similar price backed up with additional services. The company will continue to distribute branded product from Kemira and Hydro.

Fertiliser manager, Richard Sunderland said the aim was to create a niche for its own label similar to the Marks and Spencer St Michael label in food retailing. He anticipated Olympia would account for 75% of Cargills sales this year, across the range of fertiliser products.