WT Hill & Sons, a family-owned company with a 139-year history in the fruit industry, has recently rebranded itself as Colina Fruits. William Hill, Director and the fifth generation to lead the company, explained that the rebrand reflects the company's expanding presence in the international markets.
"We realised that 'WT Hill & Sons' could be mistaken for any type of business, like an accountant or solicitor, and many of our overseas clients found it a bit of a mouthful. So, back in March, we decided to refresh our brand. We believe that 'Colina Fruits' better represents our family business and our commitment to quality produce. The response from our clients has been very positive so far."
Colina Fruits specialises in soft fruits, with blueberries as their flagship product, followed by strawberries and raspberries.
"Blueberries are our main product," said Will. "Strawberries, raspberries and cherries have always been very close to our hearts. Our business is growing steadily and we're seeking growers who share our family values and ethical standards. This year is shaping up to be our best yet."
Will emphasised the importance of supporting their growers: "We carefully select and support our growers, making sure they understand our processes and limitations. We invest in them and help during tough times, this way we get more commitment."
Blueberries
Colina Fruits offers a year-round supply of blueberries from South America, Europe, Morocco and South Africa. "While we do work with UK growers, we don't supply UK-grown blueberries to our customers. Blueberries are difficult to grow, and growers in other countries often have more advanced techniques. Many of these growers gained experience here in the UK and have since taken their skills back home."
"Blueberries are also a very different product from strawberries and raspberries. The British consumer looks out for UK-grown strawberries and raspberries each year and a locally grown strawberry in the summer tastes amazing, while imported ones bought in December are not quite as special. Blueberries, however, remain consistent in quality throughout the year, making them a staple on shelves all year long."
Strawberries
"This year, like most, we've faced peaks and troughs in the supply of UK strawberries," Will explained. "When there's a surplus, the market becomes saturated. We had a great opportunity to export some of the excess crop to Poland and generate income for our growers, but the red tape was overwhelming, and the fruit ended up stuck. It's frustrating – every year, there's an oversupply that could be exported to support our growers, but instead they often must take reduced rates or pay to have the fruit destroyed."
Will is optimistic about the future of exports: "We're trying to lead the way with exports, but these challenges need to be resolved. We have the products and the customers, but getting the fruit to them is very difficult. The Polish market, along with other emerging Eastern European economies, is growing rapidly, and were very interested in expanding our presence in Europe. I believe we can make a significant impact there."
For more information:
William Hill
Colina Fruits
Tel: +44 7545 019 561
[email protected]
colinafruits.com