Our Mission and Values

Our Mission and Values

Our mission is to deliver great tasting berries that will delight our customers each and every day.

Our Values


We have always ensured that in all areas of our business we act professionally and with the utmost integrity.



We aim to exceed expectations in terms of growing expertise, industry knowledge and delivery of exceptional service.



Our dedicated, knowledgeable team ensure that our fruit is delivered in a highly efficient manner.



Known for our industry leading research and innovations, we will continue to innovate.



Working with like-minded growers across the globe to innovate and deliver outstanding quality fruit.


“There is an incredible 145 years of experience in soft fruit within our technical team which demonstrates our dedication, depth of knowledge and passion for berries” David Cuthbert, Technical and Development Director, ASF