Big frozen veg deal will see British growers benefit

A DEAL REPORTEDLY worth 20m has been struck between Asda and Leeds-based Fuller”s Foods, which will supply the retailer with frozen vegetables. It means that 80 British growers will benefit from long-term contracts to grow broccoli, cauliflower and peas at fixed prices for Asda”s 274 stores.

Fuller”s sales director, Jason Fuller, said: “This deal represents 30,000t of vegetables and is reward for over a year”s worth of planning and hard work.

“We can now raise the bar in terms of improved quality, and ensure we always deliver Best Ever” availability for Asda”s customers, while helping to secure a future for our farmers.”

A spokesman for the retailer said it used to source much of the produce from overseas. “Under the terms of the agreement we will immediately increase the amount of UK vegetables we source for our frozen products by 50%.”

Roger Welberry, a Lincs vegetable farmer and chairman of the NFU Veg Committee, said the deal would give stability to the vegetable market. “The supply agreement with Fullers gives growers a fixed price and fixed tonnage requirement prior to planting, and is a first in terms of its long-term commitment to UK growers for frozen veg.”