Vale’s Fresh, the new foodservice brand specialising in potatoes for caterers, makes its debut at Food & Drink Expo 2008. Part of Greenvale, the UK’s largest supplier of fresh potatoes, Vale’s Fresh will be focusing on two lines at the Show: Fresh Chips and the Prepared Potatoes range.

Food & Drink Expo is the first major catering exhibition for the new brand. As well as talking to foodservice operators, Vale’s Fresh is expanding its distributor network and plans to meet with catering wholesalers at the Show.

The Vale’s Fresh brand focuses on providing quality, convenient products made using fresh British potatoes. "For many years the catering market has been dominated by imports," says Nolwenn Guezou of Vale’s Fresh. "We aim to put British-grown potatoes back on British menus."

The brand’s Fresh Chips are made using locally grown Maris Piper potatoes, cut into the classic British chunky chip - not too thin, not too thick. When fried, which takes about six minutes, they deliver a chip that’s crisp outside and soft inside.

Likewise, for the Prepared Range, which includes par-cooked whole and par-cooked diced potatoes, Vale’s Fresh uses only ‘fit for purpose’ potato varieties that are suitable for boiling or roasting.

"Using fresh British potatoes is not just about quality and taste," says Nolwenn Guezou. "By buying our potatoes, caterers are supporting British farmers and growers, which also means fewer food miles and a smaller carbon footprint."
All Vale’s Fresh potato products are supplied chilled in catering packs and are available through wholesalers. The products have a long shelf life, are easy to handle and simple to prepare.

For more information and details of local stockists contact Vale’s Fresh on 01945 469840 or visit www.valesfresh.co.uk. Greenvale’s website is www.greenvale.co.uk.
Vale’s Fresh is now actively seeking further specialist catering distributors to ensure wider, faster and more economical distribution.

Greenvale has supported the Spring Fling for several years. At the 2008 show the company spotlighted its new foodservice brand, Vale’s Fresh, using the event to promote potatoes as part of a healthy diet. Greenvale AP organised a special potato quiz for children - everyone who entered received a bag of chips and a bag of seed potatoes. The seed was supplied courtesy of B&C Farming (part of the Greenvale AP growers’ cooperative), along with growing instructions.

"We had hundreds of children on the stand and they really seemed to have a good time," said Nolwenn Guezou of Vale’s Fresh. "It was lovely to see so many children getting enthusiastic about potatoes!  

"It’s a great event and we look forward to attending again next year."

For more information about Vale’s Fresh call 01945 469840 or visit www.valesfresh.co.uk. Greenvale’s website is www.greenvale.co.uk.
Vale’s Fresh is now actively seeking specialist catering distributors to ensure wider, faster and more economical distribution.

"Our previous chip wasn’t always made from my favourite Maris Piper variety, and the results could be very variable", he recalls. "Our customers wouldn’t necessarily notice, but I did and I wasn’t satisfied. I want perfection."

When he met potato specialist Greenvale at a potato industry forum last year he voiced his concerns. "They said they were already developing a new range aimed specially at the caterer", he recalls. "They were growing Maris Piper - no question that’s the best variety for chips - and it was 100% British-grown and fresh, as well as being vacuum packed instead of atmosphere-controlled."
The fresh chips were developed through Greenvale’s new catering brand, Vale’s Fresh. During the summer of 2007 David tried samples of the new chips alongside his existing ones. He was extremely impressed, but suggested a number of changes, which Vale’s Fresh were happy to take on board.

"But it wasn’t only the basic quality. I really like the way Vale’s Fresh trim off all the blemishes and damage and remove the small off-cuts. The small pieces in many prepared chips can be a real nuisance and with our old product, a member of staff could need to trim large numbers of chips to get the completely clean product we need.”
So what’s the secret of his success, apart from choosing great ingredients? Of course, attention to detail comes into it - frying at exactly the right temperature for the right time in the right ingredients, storing for the right time, and so on.

Also, David prefers to fry in beef dripping. "I feel it cooks the chip better, gives it a great flavour and leaves less of itself on the chip. And it’s just as healthy - if not healthier - than the Alternatives."

However, he knows that other fryers will prefer different types of oil, for a variety of reasons, and believes that the Vale’s Fresh chip will give its best in a variety of oils. He also believes in blanching - a par-fry to prepare the chips, and a final short fry just before service to crisp them off.

Yet, should ‘the world’s best fish and chips’ be buying its chips ready prepared? It’s an important issue which David answers emphatically. "Yes, no question," he says. "I’m happy to leave the initial preparation to someone else. They can select the potatoes at the right moment, ensure consistent supply and quality, and deal with a lot of the issues a small business finds expensive or tricky."

For example, peeling, washing and chipping all use a lot of energy and prodigious amounts of water. New regulations are likely to make waste disposal harder, and the water from washed potatoes may well have to be treated before disposal. This is a major issue for a ‘craft’ business where quality has to come before profit.

"Vale’s Fresh are producing a very, very good product," David says. "They are very consistent, give perfect results and save me a lot of time and effort as well."

Nolwenn Guezou, Sales Manager at Vale’s Fresh, says "We spoke to caterers like David to make sure we got things the way they wanted - the flavour, the shape, the texture, the thickness. But there were other big considerations, particularly consistency, quality and availability. Greenvale’s strong relationship with British growers provides a guarantee of these too."

Fresh Chips from Vale’s Fresh are available in a variety of catering pack sizes (2.5kg, 5kg and 10kg), via catering food wholesalers.

For more information on The Three Cottages, visit www.bestfishandchips.co.uk or phone 01692 403819.
For more information and details of local stockists contact Vale’s Fresh on 01945 469840. Greenvale’s website is www.greenvale.co.uk

Britain’s prepared potato specialist, Vale’s Fresh, has launched a new range of par-cooked potatoes into the foodservice industry. Although aimed primarily at the public sector, especially hospitals and schools, the range will also appeal to all caterers who use prepared potatoes.

The key advantages of the Vale’s Fresh potatoes are that they are 100% British, 100% natural, with no additives or preservatives, and they have a long shelf life - 28 days, compared to the standard 14 days for imported products. In addition, Vale’s Fresh uses only ‘fit for purpose’ potato varieties that are suitable for boiling or roasting. (The variety will depend on the season, as Vale’s Fresh will select the best potatoes in terms of dry matter content and cell structure, which change throughout the year).

Vale’s Fresh is the foodservice brand for Greenvale AP, the UK’s leading supplier of fresh potatoes. Initially there will be two lines in the Vale’s Fresh Prepared Potato range - whole peeled potatoes and diced peeled potatoes. They are par-cooked and just need finishing off to serve - by boiling, steaming or roasting. Both the whole and diced potatoes are supplied in catering packs of 4kgs or boxes containing five packs each of 2kg; the whole potatoes are graded to a maximum diameter of 45mm.

The Public Sector Food Procurement Initiative (PSFPI) encourages schools and hospitals to buy British, support local growers and to promote healthy eating. Vale’s Fresh says its new range will help caterers to reduce food miles, support British farmers and serve healthier food at the same time.

“Prepared potatoes are staple kitchen ingredients for many caterers, especially in the public sector,” says Nolwenn Guezou of Vale’s Fresh. “A lot of schools and hospitals currently rely on imported products. Not only are the Vale’s Fresh potatoes 100% British, they are also very competitively priced - especially with the current strength of the Euro. Plus, our potatoes are bursting with natural goodness. They fit the PSFPI bill.”

The whole potatoes are par-cooked, so they can be ready to serve in about 20 minutes. “They are very convenient, handling and cooking is simple and there is no pre-prep required” says Nolwenn Guezou. “We worked closely with our potential customers to ensure the product was just right for schools and hospitals - the right size, texture and taste.”

The move to healthier foods has made traditional boiled potatoes more popular. As well as being easy to prepare, the Vale’s Fresh whole potatoes have a wonderful flavour and complement all sorts of meals, from fish dishes to roast dinners.

Diced potatoes are often used by schools and hospitals to make mashed potato, but they can also be oven-baked or roasted for a delicious side dish and are excellent in potato salads.   Being par-cooked, the Vale’s Fresh diced potatoes are ready to serve in just a few minutes.

“The special process we have developed gives a 28-day shelf life for the Prepared Potato Range and is another big benefit for caterers,” says Nolwenn Guezou, “Even when the pack is opened, the potatoes still keep well for up to 48 hours.”

For more information and details of local stockists contact Vale’s Fresh on 01945 469840. Greenvale’s website is www.greenvale.co.uk

The chip butty.  One of the most evocative and truly British of comfort foods.  To celebrate National Chip Week (11-17 February 2008) Vale’s Fresh, the British potato brand supplying exclusively to the foodservice sector, has been conducting some lighthearted research to find out the secret to Britain’s best chip butty, with help from food writer and broadcaster Roz Denny.  And she’s persuaded several gourmet foodies to share their tips and suggestions on how to make the ultimate chip butty. 

“The idea is to help caterers make the most of the media buzz that surrounds National Chip Week,” says Jason Spires of Vale’s Fresh.  “Just about everyone loves a chip butty, so why not put them on the menu?  For example, fish & chip shops can give their suggestions as to how to make the perfect chip butty, and offer customers the necessary condiments for free during the week.”

Another suggestion is for restaurants to offer their customers the means to make a DIY-CB (do it yourself chip butty) as part of the meal, with a selection of ketchup, sauces and condiments, as well as alternative bread slices and garnishes.  “It’s all a bit of fun,” says Jason Spires, “but it’s fun that has the potential to create business and happy customers for caterers and chip shops.”

So what’s the perfect chip butty?  Says Roz Denny: “Food writers and chefs have a real soft spot for the humble chip butty.  It’s one of those things that everyone loves - and everyone has their own way of making it.” 

Is it a guilty pleasure?  “In these health conscious days, when nutritionists are telling us to increase the intake of healthy starchy carbs in our diet, sandwiching hot freshly fried chunky chips between slices of fresh bread can actually make sense - and a little of what you fancy does you good (as part of a balanced diet).  If you want something to appeal to the health-conscious chip butty lover, go for wholemeal bread and trade the sauces for a garnish of lettuce, tomatoes and onions.
“As for the potato the chip is made from, foodies agree the gourmet choice has got to be Maris Piper.”  

Roz’s Ultimate Chip Butty
“The joy is the soft white fresh dough, with a hint of butter and tasty crispness and the melting salty potato inside.  Don’t use too much ketchup or sauce - you want to taste the lovely spud!”

• Choose some good fresh white bread, or try a barmcake, stottie cake or bap. Split and butter lightly. (Opinions differed on the use of butter - some even advocate margarine). 
• Deep fry Vale’s Fresh fresh chips until golden and crisp.
• Pile onto one slice, season lightly with sea salt and sprinkle with malt vinegar or squirt with a little tomato ketchup, brown sauce or mayo.
• Sandwich together and serve (or tuck in yourself!)

The Foodies’ Favourite Variations:

• Curry Butty - spoon on curry sauce
• Egg ‘n Chip Butty – top with a fried egg
• Euro Star Chip Butty – spread the bread or bap with Dijon mustard and mayo
• Mediterranean Chip Butty – split a small crusty baguette, sprinkle with garlic-flavoured olive oil, add golden chips and scatter with capers or chopped olives.
• Wholemeal Chip Butty – use a wholemeal bap, sprinkle with olive oil, add lettuce, red onion and tomato, fill with golden chips and sprinkle with balsamic vinegar.
• Moroccan Chip Butty – spread the bread sparingly with hot harissa paste, and some hummous then fill with hot golden chips.
• Fish ‘n Chip Butty – top the chips with a portion of crisply cooked fish or two fish fingers and mayo or ketchup!

To squash or not?
“This turned out to be a truly divisive question,” says Roz.  “Of course, some pressure would normally have to be applied to the chip butty.  But how much?  At one end of the scale there’s the ’squash ‘em flat-ers’ who like to see the sauce oozing out.  At the other are those who advocate a gentle massage to ensure the butty is mouth-compatible.” 

Favourite Sauces - ketchup is king
“Even with foodies ketchup is chip butty king, after straight salt and vinegar,” says Roz.  “Mayonnaise has its fans, as does brown sauce.  Harissa paste is a bit of a one-off.  Strangely, tartar sauce didn’t feature.”

Vale’s Fresh is the foodservice brand for Greenvale AP, the UK’s biggest supplier of fresh potatoes.  The first Vale’s Fresh line is fresh chips, made using British-grown Maris Piper potatoes and available exclusively to the caterer via wholesalers in 2.5kg, 5kg and 10kg packs, vacuum-sealed for a 10-day shelf life.

For more information and details of local stockists contact Vale’s Fresh on 01945 469840.  Greenvale’s website is www.greenvale.co.uk

Roz Denny’s website is www.cutecook.com

If you want a great British chip, it needs to come from a Great British potato and it needs it to be fresh. Sadly many of the biggest chip brands currently on the catering market are imported and frozen. But now a British company is putting that right with the launch of its Fresh Chips, available through food wholesalers nationwide. The chips are marketed under the new Vale’s Fresh brand, which is exclusive to the catering market. Not only do they taste better, they also fry better, absorbing less fat than the frozen imports.

Although a new name, Vale’s Fresh has plenty of expertise and know-how behind it: it’s the foodservice brand of Greenvale AP , the UK’s leading supplier of fresh potatoes. The company has been planning a launch into the catering sector for some time. Fresh Chips, the first in its Vale’s Fresh foodservice range, are the result of extensive research into exactly what caterers want in a chip, from the shape to the shelf life - and not forgetting the taste.

The Fresh Chips are made from Britain’s favourite potato, Maris Piper. Rather than being supplied in modified atmosphere packaging, they are vacuum-packed to give maximum protection, maintaining quality, freshness and taste.

Cut in the traditional British way - not too thin and not too fat - once cooked they’re firm, have a crisp outside and are deliciously fluffy on the inside. The Fresh Chips are aimed at caterers throughout the market - from traditional fish & chip shops, pubs, restaurants and hotels to contract caterers.

“We’ve spoken to lots of caterers to get everything right - the flavour, the shape, the texture,” says Jason Spires of Vale’s Fresh. “But there were other very important considerations, including consistency, quality and availability. Greenvale’s strong relationship with growers across the UK provides a guarantee of all three.”

In independent tests, after cooking the Vale’s Fresh chips had absorbed up to 50% less fat than major competitors’ frozen, par-fried products, a factor that makes a major contribution to their crispness and taste.   

Another significant benefit for caterers is the chips’ ten-day shelf life (most fresh chips only last six or seven days). This is the result of the innovative ‘five step’ processing developed by Greenvale for the chips, which uses technologies such as hydro cutting to preserve their natural flavour and goodness.

For best results, Fresh Chips from Vale’s Fresh should be deep fried for around four minutes. Alternatively, to save time at point of service, they can be blanched in the fryer, then fried off to order. They are available in a variety of catering pack sizes (2.5kg, 5kg and 10kg), via catering food wholesalers.

For more information and details of local stockists contact Vale’s Fresh on 01945 469840. Greenvale’s website is www.greenvale.co.uk