Europe, UK, Ireland, Fresh/ Table, Promotion/Marketing, Retail

UK: Essex potato farm boosted by new Co-op deal

Essex-based potato farmer, Fairfields Farm, has announced a new deal to supply the Co-op with its range of fresh potatoes.

The Co-op will sell its 1.5kg white potatoes, 750g Baby Potatoes and 4-pack Baking Potatoes in more than 90 stores across Essex, Suffolk, Cambridgeshire and Hertfordshire from next month.

The new deal is set to have a significant impact on the team at Fairfields Farm, with more potatoes already planted to increase the yield of this year’s harvest and new jobs created to cope with the extra workload.

“This is a fantastic new contract for us. It has increased the volume of our production and created new jobs on the farm,” explains Robert Strathern, founder of Fairfields Farm. “We also sell our fresh potatoes through The East Of England Co-op, and this new deal will enable us to significantly expand our reach and awareness of Fairfields Farm – allowing more consumers to get their hands on locally-grown potatoes.”

Simon Dryell, Head of Local Sourcing, Co-op, added, “As a community retailer, sourcing local produce is the corner-stone of our approach, with the Co-op committed to investing and, creating value, in its local communities.

Shoppers increasingly seek quality local products, our members and customers tell us that provenance, trust and value is key. That is why the Co-op is committed to providing opportunities to showcase, celebrate and support great local products.”

The Fairfields Farm branded potatoes will go on sale in 92 Co-Op stores from 7th May. To coincide with the launch, Fairfields Farm has also rebranded and reshaped its pack sizes to make them more convenient for the consumer, whilst investing in 100% recyclable LDPE packaging, in line with the farm’s own eco targets.

Fairfields Farm is known locally for its great quality potatoes and range of hand-cooked crisps and snacks. With 92 new Co-op stores stocking the brand across the region, consumers will now have even more access to its delicious, local potatoes.

For more information on Fairfields Farm visit For images or interviews contact Nikki Whiteford on 07733 261843 or email or, contact the Co-op by emailing Andrew Torr on or 07702 505551.

Editor & Publisher: Lukie Pieterse

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