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Collaborative Working Case Study

LEADER has supported a variety of farm diversifications on the Isle of Wight including collaborative projects. The Isle of Wight Fruit Group was recently formed by three Isle of Wight based growers who wanted to improve the returns from there soft fruit crops. Their plan was to engage in a joint venture to provide transport for their crops and fund consultancy to improve their growing techniques and marketing.

The three growers produced different soft fruit crops including cherries, raspberries and strawberries. These crops had the potential to be sold into three distinct markets; wholesale, direct to shops or direct to the public, which in turn attract different price scales. The Group’s principle aim was to work together to deliver the maximum amount of soft fruit in to the market delivery into the highest value market.

The Group identified transport as the key area of market delivery and the need of a suitably equipped delivery vehicle to deliver all three crops, together, to the market place. They also saw the necessity of a website to enhance their marketing activity and profile the company’s activity.


Image: Godshill Cherries

In the first instance, the Group contacted Carol Flux at Natural Enterprise to discuss their plans and subsequently submitted an Expression of Interest to see if their project was eligible for LEADER funding. The project was given the thumbs up for eligibility and an application form was completed and given to Natural Enterprise where it went through their appraisal process before going in front of the Approval Panel.

The Panel and the South East England Development Agency (SEEDA) approved the project, a contract was issued and The Isle of Wight Fruit Group set to work. A website was built www.isleofwightfruitgroup.co.uk and a van purchased. The pathway through the LEADER funding was straightforward and took just three months from inception to the signing of the contract.

The Fruit Group has been successful, helping to secure a market for soft fruit on the Isle of Wight and providing a co-operative structure for other soft fruit growers on the Island to join and benefit from collaborative marketing. It has also allowed local Isle of Wight shops, catering outlets and wholesalers to provide a quality soft fruit product to residents and visitors of the Isle of Wight, all with very low food miles.

Without the assistance from LEADER funding it is unlikely the Fruit co-op would have got off the ground as quickly as it did. However, since forming, all three members have expanded their businesses: Bevis Farm have added blackcurrants and gooseberries to their crops while the Brown’s farm have added two new poly tunnels to their strawberry growing area, adding an extra 30% to production. The Godshill Cherry Orchard have also added plums, apricots and nectarines to their range.

It’s worth noting that with this project the applicants were able to have their legal fees funded at 100% due to their collaborative working which is seen as particularly good practice by the LEADER Programme.

For more information on how LEADER funding can help you or your business contact Carol Flux on 01983 535836 or email Carol Flux