Love Beets brand owned by G Fresh of Ely wins award to support global ventures in Asia, USA, United Arab Emirates and South Africa

David Wagstaff of Ely based Love Beets that has been awarded Heathrow’s SME Travel Grant to expand global reach (Image: Archant)

The family run beetroot factory which opened in 1992, has been sharing their favourite European vegetable in raw, pre-cooked and infused formats with major UK retailers for over twenty five years.

After the success of the Love Beets brand in America, the company is looking to launch the full Love Beets product range into South Africa, along with creating a strong interest in Asia and the Middle East.

Beetroot has exploded in popularity as a super food in recent years. UK supermarket sales of raw and ready to eat beetroots have increased consistently; with the market spend over the past 12 months totalling more than £60 million.

The travel grant will support development in South Africa and contribute towards G Fresh’s travel to the Asia Fruit Logistica; an annual trade show held in Hong Kong in September.

Heathrow is a key transport route for the company who are also exploring new opportunities across a number of regions where there is a high consumption beetroot. Love Beets are broadening the category through innovation and development within the fresh beetroot market.

David Wagstaff, head of global brands at G Fresh, explained: “We’re delighted Love Beets has won the Heathrow SME Travel Grant to help us expand our business into new global markets. From a small local beetroot brand based in the UK, Love Beets has become a well-established brand in the United States and is now looking further afield.”

“The increasing global interest in beetroot means we are primed to expand our remit into the dynamic South Africa market, as well as exploring links in United Arab Emirates and Asia.”

“With our market leading production knowledge and technology, we are driving innovation to meet this growing demand in both the UK and now overseas.”