As excitement builds for Wimbledon fortnight beginning on Monday, SPAR Sedbergh hosted a sampling event featuring Good Natured Berries’ International Taste award-winning AVA Magnum strawberries and AVA Monet raspberries.
It was a perfect summer day in Cumbria for the tasting with the Sedbergh community store busy with shoppers keen to try the first vibrant and juicy British berries of the season.
Last month, in a convenience sector first, James Hall & Co. Ltd began ranging Good Natured Berries in its G&E Murgatroyd company-owned SPAR stores and supplying the flavourful fruit to independently owned SPAR stores.
As well as the strawberries and raspberries, blueberries grown by Good Natured Berries are also included in the SPAR North of England range, and blackberries will come into stores later into the season.
Angus Soft Fruits have also supported James Hall & Co. Ltd’s Win With Every Goal campaign with Good Natured Berries products through an ambition to net customer engagement across a summer of sport.
“The SPAR Sedbergh sampling event was the ideal moment for activation just as we enter the British berry season and customers were absolutely blown away by the quality and value that the Good Natured Berries range delivers," Wilf Whittle, Head of Category Buying for Fresh at James Hall & Co. Ltd.
“There was fantastic connection between the store team and shoppers, and we even had a customer travel 20 miles for the occasion which is remarkable. Hundreds of pounds worth of soft fruit was sold during the morning which is an outstanding achievement for a midweek day. It is the proof in the summer pudding as to just how well customers enjoyed the fruit samples.”