Free digital copy
Get Speciality Food magazine delivered to your inbox FREE
Get your free copyJames Osborn’s love of English food and drink first sprouted when he was working with Young’s Brewery in Wandsworth. Now the director of the English wine estate Squerryes on the North Downs, James works to grow the 2,500-acre estate’s brand portfolio in food and drink to future proof their business.
“We have a wine brand, farm shop and café – The Flint & Oak Farm Shop – and a restaurant. About 80% of our products are sourced within 50 miles of the farm shop. 40-50% are less than 25 miles,” James says. These figures fluctuate due to the seasonality of local products, so during red fruit and asparagus seasons, James says there is “a lot more hyper-local to us”.
Sourcing locally requires detailed research via Google and Instagram, James says. “And we do a lot of work with Produced In Kent, who introduce us to producers on our doorstep.” These relationships are essential, but they take time to nurture and grow. “I don’t think it’s something that can magically happen over 24 hours.”
Once these relationships do blossom, the payoff for fine food retailers keen to establish a strong local identity within their community is huge. “We have some great relationships, which has allowed us to become less reliant on wholesalers and build our own bespoke supply lines,” James says.
Having recognised the power of local in engaging customers with The Flint & Oak Farm Shop, James urges more brands to tell the stories of their locally grown produce. “The magic of food is in the story behind it. There needs to be more storytellers in our world to engage people of all ages.”
For more exclusive insight from sustainability pioneers, download your free copy of A Sustainable Future 2020, produced in partnership with Speciality & Fine Food Fair.