In what is thought to be the first such project in the UK, a new not-for-profit soft fruit marketing agency has been established.

Berry Alliance is a Not for Profit (‘NFP’) company which has been set up to support growers throughout the world supply direct to retailers in the UK and for retailers to deal direct with growers. It aims to reduce costs for both suppliers and customers in the supply chain compared with traditional marketing companies.

The company has been founded by Pascal Simian and Steve Sadler who together have 40 years of combined experience in the produce sector. Pascal said, “After 18 months of careful research and refinement, we’ve honed a solution that’s mutually beneficial to all parties—Berry Alliance, a not for profit (NFP) company that supports growers throughout the world to supply direct to UK retailers, and for retailers to deal direct with growers.

“Unlike an importer, the contract to supply is between the grower and the retailer, not with Berry Alliance. As an NFP, Berry Alliance can’t make a profit. It does not own the fruit and all supply chain savings, which are significant, are passed on as better prices to the retailer and enhanced returns to the grower. The model is entirely transparent, with the progress of orders and every penny in the process accessible to both parties, at all times.”

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