In this installment of the ‘Agronometrics In Interviews’ series, Sarah Ilyas conducts an exclusive interview with Jill Witheyman, Head of Marketing at Angus Soft Fruits. The series is based on interviews with esteemed professionals from the industry, focusing on a specific origin or topic visualizing the market factors that are driving change.

What is Angus Soft Fruits all about? 

We are a Scottish company based on the North East coast of Scotland, celebrating our 30th anniversary this year. Angus Soft Fruits is a family business founded by three growers with a vision to directly supply retailers, bypassing intermediaries. Our growers, including the founding members, have a multi-generational background in berry cultivation. We specialize in breeding, growing, and supplying berries worldwide, including strawberries, raspberries, blueberries, and blackberries. While our primary market has traditionally been UK retailers, we now also cater to retail, wholesale, and food service sectors across mainland Europe, as well as exporting to the Middle East and Asia.

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