The UK market is mature and sophisticated, demanding a high quality article, produced to demanding Integrated Crop Management (ICM) protocols, with full traceability.

The fresh market is where Caithness is strongest, forging partnerships with larger pre-packers, and their customers, the 6 or 7 retailers who dominate fresh sales in the UK.

Sales trends through supermarkets continually evolve, and vary between retailers as they compete for share of the retail spend.

Sometimes the requirement is for specialist high quality / high value products, other times for more "stack it high, sell it cheap promotions."  Often the desire is for an "exclusive variety or product."

This creates a highly demanding environment for the introduction of new varieties, with many opportunities, but even more challenges, meeting which requires a strong, well integrated relationship between breeder and supply chain. Developing and maintaining these relationships is a cornerstone of Caithness' philosophy.