Local Food Heroes - Stephen Wheeler speaks to Paul Keene
Paul Keene, of Primrose Vale in Bentham, can trace his farming roots back to
1709 when his ancestors were tenant farmers near Chepstow. Fast forward 300 years and the Keene brothers are still farming; Paul owns the
35-acre Primrose Vale Fruit Farm on Shurdington Road, while his brother Rob runs Over Farm and Shop near Gloucester, which was started by their
great grandparents as an arable farm.
When Paul took over the then A&A in 1999, both brothers were keen to implement a number of ideas they had seen work successfully in America – the business model of market gardening and selling direct to the public and caterers. Paul set out to give the concept an English flavour, and between the two of them they now grow and market an amazing array of produce including root vegetables, brassicas, squashes, asparagus and soft fruit.
At Primrose Vale, Paul’s largest crop is outdoor strawberries. More than 20 ton of this traditional English favourite are either sold as pick-your-own, in the thriving farm shop, or sold to local wholesalers such as Mise en Place, which in turn sells the fruit to the best pubs, hotels and restaurants in the Cotswolds.
Good market gardening means making sure there’s always something coming into season. Primrose Vale sold over 1,000 pumpkins grown on the farm, and is now moving onto the brassica patch featuring cabbages, kales and the unusual Cavelo Nero – or black cabbage. Originally grown in Italy, these long cabbage leaves are a favourite with top chefs. “It’s critical for my business to stay aware of trends in eating,” says Paul. Since opening for business, sales have quadrupled. Paul puts his success down to the growth in demand for high quality, locally produced food, at sensible prices.
“Our greatest challenge is now extending the seasons,” he added. “People want to buy fresh asparagus or raspberries for more than just a few weeks.” New varieties, good plant husbandry and warmer autumns all help. Local Food Heroes such as the Keene brothers have earned their success through adapting their route to market, and supplying consistently great fresh fruit and vegetables.
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7th November 2009
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