Leete joins Chambers with a successful track record in business development within the food industry, having previously worked for companies including Booker Wholesale and Bidfood UK.
in his most recent position as commercial development manager for airline catering firm Gategroup, he was tasked with identifying and resourcing the highest quality airline food for Easyjet and Virgin.
Leete takes up his new position with immediate effect, reporting to managing director Tim Chambers and commercial director James Miller. His principal responsibility will be to secure new commercial channels to drive sales of The Fruitery’s branded and white label ready-to-eat, prepared fruit pots, direct from the farm.
Ready-to-eat fruit pots and whole berries
Leete will also be developing a comprehensive marketing campaign to heighten awareness of The Fruitery brand. This will entail offering both ready-to-eat fruit pots and whole berries (raspberries, strawberries, blueberries and blackberries) to a diverse audience, including major supermarkets, foodservice and the airline industry.
“Chambers farms are unique in our ability to supply The Fruitery with specially selected fruit within hours of being picked, resulting in a shorter supply chain that delivers an additional two days’ shelf life," said Leete. "There is endless potential for The Fruitery, providing ready-to-eat prepared fruit medley pots and fresh whole fruit. It is well-placed to capitalise on the enhanced interest in the inclusion of highly nutritious berries within a variety of eating occasions, as well as meeting the demand for healthier, convenient snacks, which are compliant with healthcare professionals’ guidance.
"As a result of the coronavirus pandemic, there has never been a time when the spotlight on public health has been so intense and now more than ever, consumers are conscious of the important role that sound nutrition can play in contributing to their overall wellbeing.
"The mantra ‘health is wealth’ is likely to be with us for some time, so retailers are looking for quality fruit that matches consumer expectations for superior freshness, provenance and sustainability – whilst still representing a viable, stable product with an extended shelf life capable of helping to drive sales and ultimately profitability.”
