UK soft fruit grower shortlisted for two industry awards

Selling the story as well as the strawberry

UK soft-fruit grower Vicarage Nurseries has been shortlisted for two industry awards, recognising both its multi-generational family business structure and its approach to marketing and consumer engagement. The Worcestershire-based grower is a finalist for Family Farming Business of the Year at the 2026 British Farming Awards and for Best Marketing Campaign at the FPC Fresh Awards. The latter shortlist confirms Vicarage Nurseries among the finalists in the UK Best Marketing Campaign category.

For Bal Padda of Vicarage Nurseries, the family farming nomination reflects the involvement of several generations across the business. “We’ve got generational farming as well. My dad’s still involved, my brother’s involved, I’ve got my two daughters involved, my nephews involved and my son as well.”

He says responsibilities are distributed across the family, including finance, marketing, social media, farm operations and packing. The next generation is being introduced to different aspects of the business and bringing fresh ideas, while the older generation remains involved.

FruPro CEO Ollie Morley-Fletcher, who nominated Vicarage for the British Farming Awards, says the range of roles provides younger family members with practical experience across the operation.

“You’ve got from five years old, your youngest daughter, who’s showing people around on tours and helping put the tabletops up, through to the middle-aged children who are doing the marketing.”

Ollie says that FruPro is a technology platform that helps growers access a more efficient, independent route to market, providing commercial services and support to meet their needs so growers can focus on farming.

Marketing the people behind the fruit
The second nomination recognises Vicarage’s work to communicate the people and production processes behind its soft fruit. The campaign includes filmed content featuring employees and farm activities, with the aim of providing consumers with greater visibility of agricultural production.

Ollie notes that the approach addresses a gap between consumers and the people producing their food. “You want to tell the story of the people on the farms to the consumers and try and bridge that gap between consumers and growers.”

Bal shares that the initiative developed further following positive feedback on earlier filmed content. Vicarage has continued working with production company LA Productions and is developing a six-part series for YouTube.

The business has also used packaging and QR codes to connect individual products with the farm where they were grown.

“You can scan the QR code wherever you are and you can see the Vicarage farm where it’s being grown.”

According to Ollie, the strategy is intended to build recognition for the grower rather than leave soft fruit positioned solely as a commodity. “We want to have a brand that people look for because of the quality of the product but also because of the story it tells and because of the people.”

Introducing consumers to production
Vicarage’s consumer engagement extends to schools. Bal describes an initiative in which approximately 200 children were shown how to plant strawberries and were given growing kits to take home.

The objective is to give children practical experience of growing food and develop an understanding of fresh produce before they become regular consumers.

He also wants to establish a National Plant a Strawberry Day, positioning it as an educational initiative that could introduce more children to strawberry production earlier in the year.

Family, workforce and community
According to Bal, the concept of family at Vicarage extends beyond blood relatives to the wider workforce and community around the farm.

“A family isn’t about just blood. It’s connection of everybody.” The business employs a substantial seasonal workforce, with Ollie estimating around 200 pickers working on the farm during the season. He said the relationships between the business and its workforce form an important part of Vicarage’s identity.

Bal also sees the business as representing a broader diversity within British agriculture. “There are more people like me out there. There are opportunities out there. It’s not a closed door.”

Production resilience remains a priority
Alongside its marketing and family-business development, Vicarage continues to address practical production challenges. Bal identifies water availability as an immediate concern following exceptionally dry conditions.

“The concentration now is on increasing our water flow. Rain harvesting is mostly the focus now.”

Ollie notes that growers are increasingly considering reservoirs, rainwater capture from protected structures and water-reuse systems. “Recirculation can require careful disease management where irrigation water is reused across crops.”

Vicarage has also expanded its variety trials, packing capability and production capacity in recent years, while achieving BRC accreditation.

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UK soft fruit grower shortlisted for two industry awards