UK: Potato grower Isle of Ely Produce enters pre pack market

Cambridgeshire potato grower Isle of Ely Produce has launched a new brand aimed at foodservice and catering suppliers to mark its entrance into the pre pack market. Named Oliver’s, after commercial director Oliver Boutwood, the brand comes as Isle of Ely recently invested in a new pre packing line. The firm, which exhibited at Fruit Logistica for the first time last week, is primarily known as a supplier to the chipping market and for its close ties with the fish and chip sector. “This is a way for us to grow the business,” said Boutwood. “The Oliver’s brand will include salad and baking potatoes, aimed at chefs, caterers and foodservice suppliers. “We want to get potatoes back on the plate again. The most important thing is for chefs to understand the difference between varieties. If you choose the wrong potato this might result in a consumer choosing a different carbohydrate next time, such as rice or pasta.” More