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Angus Soft Fruits praised for Best Marketing Campaign at FPC Fresh Awards 2022

The berry specialist beat stiff competition with its resourceful and impactful consumer awareness initiative for seasonal Scottish blueberries.

The Fresh Produce Consortium (FPC) – the UK’s fresh produce trade association – is delighted to announce that Angus Soft Fruits has won the Best Marketing Award at the FPC Fresh Awards 2022.

The berry specialist fought off stiff competition from major retailers, grower-exporters and marketers to take home the coveted gong at the annual event, which was held last Friday (16 September) at The JW Marriott Grosvenor House in London.

To raise the profile of seasonal Scottish blueberries, Angus Soft Fruits developed a regional consumer awareness campaign that cost just £450 yet it reached over 100,000 people, recorded engagement levels of 15 per cent and garnered much local collaboration.

Nigel Jenney, CEO of FPC, explains: “This was a clever campaign that used readily available means to reach its target audience on a restricted budget. It just goes to show how even a low-cost marketing drive can have a big impact in the fresh produce industry.”

The FPC Fresh Awards celebrate the outstanding achievements of fresh produce and floral businesses as well as those individuals involved in trading with the UK market; from the best growers and suppliers to the finest service providers, exceptional marketers and distinguished personnel from across the globe.

This year’s edition took place at The JW Marriott Grosvenor House, an historic 5-star hotel on Park Lane in London on 16 September 2022. Around 600 guests attended the unmissable date in the produce industry’s calendar.

The event was hosted by Reverend Richard Coles, and featured an inaugural Supplier Showcase networking drinks reception, in addition to the event’s traditional black-tie dinner.


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