New for Autumn 2017, a raft of NPDs joins the field fare family, including a 100% gluten free range of award-winning pies …

Trailblazing since 1977 …

40 years ago, field fare launched a pioneering idea in independent retail. Visionary in its environmentalism, brilliant in its simplicity, the idea was high quality fresh fruit, vegetables and baked goods, frozen direct from the field and sold loose by the scoop from branded freezers.

Minimum packaging and waste, maximum nutrient, vitamin and mineral lock-in, dramatically reduced transport costs, zero additives or preservatives, on average 30% cheaper than a meal using equal fresh produce and with the flexibility for customers to economically take as little or as much as required. That's every current consumer demand box ticked 40 years ago. The loose range now stands at over 80 products - from sweet potato chips to cinnamon swirls – and is available in over 400 independent garden centres, farm shops, delis and butchers, spanning the Shetland Isles to Jersey.

Once more, field fare find itself at the centre of a frozen food revolution: a changing consumer climate where 60% now believe that frozen food is equal to fresh, increasing from 53% in 2016*; a climate, both demand and product led, where quality and traceability is now expected, where time is short, but foodie expectations are high. Step forward field fare once more, with a range of over 50 one and two portion premium ready meals, including authentically spiced international cuisines, sophisticated vegetarian options, desserts-to-die-for and, new for 2017, gluten free dishes.

“This is an exciting, redefining and dynamic time for the frozen food sector, and particularly for field fare,” says MD, Karen Deans “With a more receptive, discerning and demanding consumer comes innovation, competition and a marked move towards quality and provenance, which, all central to the field fare brand, we welcome. Our rebrand also reflects this new marketplace: clean, crisp, contemporary; letting the dishes do the talking … and they all have a story to tell …”

*source: The Grocer / Harris Interactive, April 2017

Proof's in the provenance …

Every field fare product has always come direct from the best independent producers available; sourced locally where possible, but if the real deal means a longer reach, they will, as ever, go the extra mile. Where would you go for waffles, after all, but Belgium? For patisserie, but France? Or for pasties, but Cornwall?

“We work closely with a long established clutch of trusted, independent manufacturers and producers to source the freshest and finest produce” explains Karen, “Our frozen raspberries are punnetised to keep them plump and whole, our peas are AA grade, picked and frozen within 2½ hours by a 3rd generation farmer and processor. And the same goes for our new ready meals. We've spent 40 years establishing field fare's credentials of excellence, so we work closely with our manufacturers to create dishes worthy of our branding.”

The ready meal range is indeed uncompromising. Each dish is cooked in small batches, using the same quality of ingredients, the same richness of flavours, the same methods, the same generous portions, the same skimp-not policy that you would in your own kitchen – whether that is in the tenderising length of slow-cooking times or that all important red wine measure.

25% more meat than rival brands …

It's a menu that stretches from classic comfort foods like lasagne (2017 Great Taste Award winner pictured right), cottage pies and Lancashire hotpots (all with on average 25% higher meat count than the competition); to Great Taste Award winners Coquilles St Jacques and Asparagus & Gruyere Crowns and to their Mushroom, Stilton & Pine nut parcel. The latter two recipes were created by Sheila Milligan … Spike's wife!

Whether for a treat night off cooking, stress free entertaining, single dining or even a chance to mix up dishes around the same table, the new field fare ready meal range is, in short, as good (for most, better) than home made … with the occasional bonus direct link to a comedy legend.

The 40th birthday makeover…

Like any self-respecting mid-lifer, field fare has marked its 40th with a makeover, overhauling both branding and its ready meal range by introducing sophisticated new recipes, improving the quality of existing favourites, creating a slick packaging that reflects this quality and displays the dishes in all their glory and by expanding the range.

A new website offers a crisp, concise, contemporary showcase for some 150 field fare products, beautifully designed, smoothly navigable, with postcode led searches for nearest stockists, and a food porn fiesta of mouth watering photography.

Packed with features ranging from competitions to seasonal meal ideas to a Stockist of the Month spot, it also offers a foodie's resource of cooking tips and hints, facts about frozen food and a growing archive of over 60 original recipes.

Each offer inspiring twists on using field fare's broad bank of premium products and ingredients, including such must-tries as Freekeh Salad with Pan Fried Duck Breast and Pickled Cherries, Blackberry and Gingerbread Roast Pork and a Mixed Berry Croissant Pudding with Whisky Butter Sauce, perhaps with a countering Berry Antioxidant Smoothie to follow. Again, all fabulously photographed, clearly written and guaranteed to have you reaching for the pinny. (www.field-fare.com)

2017 NPDs …

Undiscernably gluten free …

Whether it's a lifestyle or medical decision, it needn't involve missing out. Indeed, research groups could not tell that the new field fare range of award-winning pies was 100% gluten free, so suitable even for coeliacs.

All are produced on a Shropshire farm in a completely gluten free environment, using only British beef and chicken, all natural ingredients, no preservatives and with a pastry made of rice, tapioca, chick pea and potato flours. All ready to bake from frozen for a crisp, piping hot, freshly home made quality.

Confession time … it was we that ate all the pies!

Gluten free Steak and Ale pie 

The absolute classic pie is now available to all from a recipe that bagged the Gold 2017 British Pie Award. Tender British beef, richly slow-cooked in St Peters gluten free craft ale from Suffolk, and encased in a crisp, gluten free pastry.

Gluten free Chicken, Ham and Leek pie

From a recipe that received a Highly Commended at the 2017 British Pie Awards, this beauty is packed with succulent chunks of British chicken, perfectly partnered with fresh leeks and Staffordshire gammon, all smothered in a rich, creamy sauce and crammed into a gluten free pastry.

Gluten free Roasted Veg & Goats Cheese pie 

A single portion pie packed with slow, sweetly roasted vegetables, fresh from the fields for maximum flavour. All balanced with the creamy tang of goats cheese and encased in crisp, gluten free pastry. Also suitable for vegetarians.

Weight: 240g per pie

RRP: £3.49 each

Availability: selected stockists listed at www.field-fare.com

Gluten free loose fishcakes

Sold loose to be scooped into bags in specific quantities, field fare's free-from offering also includes Smoked Haddock, Mozzarella & Spring Onion and Thai Cod & Prawn fishcakes; with a gluten free outer crumb, made within sniffing distance of the Devon coast. The possibility of cross contamination through loose serving means that they are not recommended for coeliacs, however, but are ideal for those maintaining a gluten free diet as a lifestyle choice.

Haddock fishcake weight: 100g each

RRP: £99p (£99p / 100g)

Thai cod fishcake weight: 114g each

RRP: £1.29 (£1.13 / 100g)

Availability: selected stockists listed at www.field-fare.com

Gluten free loose Potato Croquettes 

Fluffy mashed potato, in a crisp, gluten free, golden crumb coating made from whey. Ready to oven bake from frozen for a special stand-by side dish or vegetarian main. Please note: although gluten free, loose serving can result in cross contamination.

Weight: 22g per croquette

RRP: £2.50 (£0.25 / 100g)

Availability: selected stockists listed at www.field-fare.com

Gluten free sweet crumble topping

Available frozen in handy pots alongside field fare's loose fruit selections, this is the perfect pud to have on standby. Sprinkle straight from the freezer, bake and bask in comfort dessert, gluten-free nirvana.

Weight: 300g per pot

RRP: £2.99 (£1.00 / 100g)

Availability: selected stockists listed at www.field-fare.com

And there's more for 2017 …

Pannetone croissants 

Sold loose and ready to bake for a sophisticated start to the day, hot and crisp from the oven. A rich, buttery dough with a citrus hint, they were originally developed for that most discerning Italian market and are made in Belgium.

Weight: 80g each

RRP: 55p (£0.69 / 100g)

Availability: selected stockists listed at www.field-fare.com

Cheese and Bacon Turnover 

The perfect, convenient breakfast treat or hand held brunch on-the-go, this is Danish bacon generously sprinkled with West Country Mature Cheddar and wrapped in rich, crunchy golden pastry, ready to bake from frozen. Hand made by Proper Cornish and sold loose.

Weight: 135g each

RRP: £1.45 (£1.07 / 100g)

Availability: selected stockists listed at www.field-fare.com

Chorizo sausage roll 

Crisp, buttery puff pastry wrapped around generous chunks of chorizo, just waiting to be oven baked from frozen for either a portable feast or served as a plated centrepiece with sides. Again, hand made in Cornwall by multiple award-winning pastry doyens, Proper Cornish, and sold loose.

Weight: 177g each

RRP: £1.39 (£0.78 / 100g)

Availability: selected stockists listed at www.field-fare.com

ENDS

Editors' notes …

• The team … field fare remains family owned by the second generation Cryer family and based in Kent on Black Robins Farms (pictured right), a working farm where llamas guard the sheep (yes, really) and chickens regularly strut through the office (true too). A tight team of just six has been working together for up to 10 years and MD Karen Deans has been at the rudder for 16 years. Karen graduated from Oxford Brookes University with a BA Hons in Business Studies, before embarking on a 2½ year tour with her husband-to-be. They bush-camped and worked around Africa and Australia, then to Hong Kong and Manila before returning home. Karen worked for 8 years for Storsack UK Ltd, an industrial packaging company, then in the oil industry; and finally joined field fare in 2001, becoming MD in 2003, as Richard and Ann Cryer moved towards retirement.
• The nitty gritty … field fare ready meals are made in small batches of 360 at a time and frozen down to between -12°C and -15°C, before being stored at -25°C, which means they immediately retain all those nutrients and flavours with no need to add any preservatives or nasties. Products should be stored at a temperature of -18°C, have a 12 – 18 month shelf life and are mainly to be oven cooked from frozen. Ready meal RRPs range from £2.75 for a single portion Macaroni Cheese to £8.50 for a double portion Fish Pie, and in weight from 300g for a single portion Liver and Bacon to 800g for a double portion Shepherd's Pie.
• The charity… field fare are proud to support the wonderful work of FareShare, a charity that redistribute surplus food to their 20 UK wide regional centres and on to partner charities. 28.6 million meals per year are thus provided to people in need. fareshare.org.
• The stockists … field fare is committed to supporting UK farming, recently recognised by hard won permission from the National Farmers' Union (NFU) to use the Support British Farmers logo. They only supply independent stores, mainly farm shops; and some 400 stockists include selected Dobbies Garden Centres, Dart Farm in Devon, Millets Farm Shop in Oxon, Preston's Barton Grange Garden Centre, Polhill Farm Shop and Broadditch Farm Shop in Kent, Calcott Hall, Brentwood, Thorncliffe Farm Shop in Huddersfield and Gonalston Farm Shop in Nottingham.

Press enquires, images and sample requests:

Lisa Jones, Dandelion PR                                                                                  

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e:          lisa@dandelionpr.co.uk                                                                        

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field fare links:

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tw / f:   @fieldfarefoods / @fieldfarefoods