CLA member wins juice award

CLA member Hill Farm Juice of Hampshire won the 2011 National Fruit Show's first ever Supreme Champion Juice Award.

Hill Farm Juice, located at Swanmore near Southampton, is owned by Chris and Carol Mason, and the family-run business has been making apple juice at the farm since the 1970s. They believe the micro-climate they experience on the farm is brilliant for growing fruit.

A producer member of county food group Hampshire Fare, Hill Farm's distinctive bottles of Hampshire juice are widely available at farm shops, independent food shops, Southern Co-operative stores and farmers' markets across the South and they also offer an online mail order service. You can also find it in quality restaurants, free-houses and hotels and National Trust properties.

The National Fruit Show was held in November in Kent. Sofie Boddy of PamLloyd Fresh Produce Marketing & PR, one of the juice judging panel at the National Fruit show, was looking for producers who were widening their market further than ever before, offering national mail order services, mini movies explaining the provenance of their product and websites linking to other relevant businesses and stockists.

Sofie explained: "Marketing and packaging is critical to the success of any product, whether a big brand or a small artisan product. I'm delighted that Hill Farm Juice performed so well across the board – their branding is contemporary and sophisticated, as well as being consistent across their range of products. Their website is easy to use and informative, with added value elements such as free recipes and information about daily life at the farm."

No newcomers to winning awards, Hill Farm's Cloudy Apple Juice also won Two Star Gold at the 2010 Great Taste Awards and are the reigning Hampshire Life Drinks Producer of the Year.

Chris Mason of Hill Farm Juice, and also a Director of Hampshire Fare, said: "We were thrilled and amazed to be named as the special 25th Anniversary Apple Juice Supreme Champions. There was some stiff competition from other quality juice producers from Kent, Herefordshire and the West Country and we were delighted for Hampshire to come out on top! Our county has much fabulous home grown food and drink on offer and we are very proud to be part of this and to fly the flag for Hampshire."

Judges commented on Hill Farm juice's attractive packaging, and on the amount of thought and professionalism that had been considered with the branding and marketing of their products.

The judges saw that the company had invested in innovative point of sale materials but more importantly had embraced digital media and online marketing, all of which help to engage customers with the brand and build loyalty.

Commenting on the award, Hampshire Fare Chairman Mike Wright said: "Hill Farm Juice is a well-established Hampshire brand and a very deserving winner of this national award. This is yet another example of top quality local produce putting Hampshire on the national food map, for which the county should be very proud!"