Small beginnings, bright future. The story of a small food business.
Chris Braitch

The history and treasures behind a much loved, award-winning Dorset brand.  This is the story of how Cherry Tree Preserves was founded.  

Flashback to 1997 in a small village in Somerset where founder Sarah and her Mum, Pearl, lived at Cherry Tree Cottage with Sarah’s brothers, and Step-Dad,  Chris. “I was around 17 at the time, and I just remember my Mum always being in the Kitchen making chutneys and she would package them up to sell at our local market once a week, and that’s how it all started.”

 

The first Cherry Tree Cottage chutney was simple.  It used locally sourced ingredients and was made out of a passion for preserving and to make a little money.  “The chutney wasn’t the best”, Sarah shares honestly.  “It was actually the sticker on the jars that caught everyone's attention. It funnily enough was hand-drawn by my little brother of the cherry tree we had in our cottage garden.  Mum then had the drawing transferred onto craft labels and that became our logo.” 

 

So, week after week Sarah’s Mum attended the local Farmer’s Market and it wasn’t long before she noticed customers returning to buy more jars, but not just for themselves for their friends, family and loved ones.  “The moment we realised things were really moving on and the demand was growing was when we were approached by festival organisers who invited us to attend and sell our family chutney.  We started to attend these big events and realised we wouldn’t have the space in our kitchen to produce enough chutney for the demand, so this is when we decided to partner with Mark and Gavin.” 


Mark and Gavin had been working in the food industry working for Dorchester Chocolates, mainly selling to the hospitality industry, when Sarah and her family first approached them to work together and scale-up their fast-growing preserves business. 

 

“We were young, dumb and extremely optimistic” recalls Gavin.  “We had little experience at the time, but so much passion and we could see the potential of this home-grown brand, so said yes!”

 

With this new partnership came great strides for The Cherry Tree Preserves and it wasn’t long before they had their first awards under their belt.  Today, the range has received over 180 awards from Great Taste and Taste Of The West, making it the No.1 most awarded preserves brand in UK history.  Customers seem to love it too, as they have the highest Amazon and Ocado scores of any preserves brand and thousands of glowing product reviews from customers.

 

“From the beginning, we have always been selling face to face with our customers,” Sarah explains.  “Just like Sarah’s Mum did, our teams who attend farmers markets across the country talk and listen to our customers.  We encourage them to be open and honest about our products and we take their comments on board every single week to develop our recipes.” 

 

For two decades Sarah, Mark & Gavin have built their repertoire of flavours, experimenting and ensuring they were always offering something new and exciting (hence the incredible ingredient pairings).  Whilst the heart and ethos of the company has stayed the same, the recipes have evolved considerably.  “The original set of recipes were inspired by the traditional English style chutneys using onions, apples, pears, plums and sultanas with a small hint of ginger for spice.  Mango chutney had also been around for a long time, but that was about it. We worked on branching out and trying new things, particularly on the spice front.  We started taking inspiration from Indian cuisine to create new flavours.  Mark went to India and worked with some chef’s there and used this as a basis to improve our current recipes.  Now we have flavours like garlic, lime, chilli and coriander available.” shares Gavin.

 

Gavin is the master-chutney and preserve maker and has spent the last 30 years striving to innovate flavours and create the best taste possible.  Having learnt his trade under a fourth-generation guru of all things preserved, stirred and delicious, Gavin has gone on to make his own mark.  Most notable in creating the Supreme Champion product at the Great Taste Awards, the highest accolade possible in the ‘food industry’s Oscars’.  With more than 180 Great Taste and Taste of the West awards to his name, 50 of these coming in the last four years alone, it’s clear that his passion for taste puts as many smiles on the judges’ faces, as it does on those of Cherry Trees customers every day.

 

During a normal year, every single week the team’s calendar is full, attending food markets, events and shows, encouraging everyone to try and taste their products. Between them, they have traveled across the country meeting millions of new people every year.   “They worked hard to make sure they were always there for their customers and as a result of their efforts, millions of people over the years have tasted Cherry tree preserves and took some home with them. They have built a relationship and trust with their customers like no other brand I know,” Head of Commercial Chris explains. 

 

Chris joined the company in 2018 with a mission and passion to make Cherry Tree preserves more available and easily accessible to people all over the world.  He comments: “I just rang Mark, one of the founders, one day after I had met his son Jack at the Bournemouth Christmas Market on the stall there and asked for his Dad’s number.  The food was so good, and his son was so passionate about his Dad’s company, that I knew this was too good to be kept to just a select few at regional events and markets, the world had to know what a real chutney should taste like!”


To do this, Chris focused on talking to more people through an exciting and thriving online community.  “By improving our home-delivery webshop range and service, as well as Amazon and Ocado, we could be there for customers when independent retailers, events and markets weren’t an option, which became incredibly important in 2020 due to COVID-19.  We also really focused on our social media community and content, as this meant we could continue to have these great conversations that we’d had in the markets and events for years, as well as inspiring people with new recipe ideas, but we could have them at any time of day with customers and foodies from all around the world. It really meant our door was always open.” 

 

Through these new online channels, the team have revolutionised how people perceive their products.  “We want to blow people’s minds with what sweet and savoury preserves can be used for in the kitchen.” explains Gavin.  “Yes, chutney works wonders on cheese and crackers but take a loving dollop of our chilli jam atop a simple homemade burger to add a powerful punch of flavour.  Or, whip together pancakes on a Sunday morning and thickly spread our Cherry & Amaretto jam for an unbelievably tasty and indulgent start to the day!”


Using online channels to have a conversation with their customers, The Cherry Tree Preserves has built a new reputation of being a larder favourite and chef’s staple cooking ingredient for pros and amateurs alike.

 

They now sell to over 250,000 customers every year and are stocked in 500 independent stores across the UK, as well as online and overseas.  “Our chutneys and jams were exactly where we wanted them to be, but we often felt like there was something missing, and as we had always done, we spoke to our customers through the independent retailers, events and on social media to discover what they wanted to see from us next.” Mark tells us. “They trusted in our products, our taste-buds and our opinion, and they told us that they wanted to know what cheese we would pair with our chutney for instance, what brand of crackers do we eat at home and what combos we would put together in a hamper for a perfect gift.”  It was from this that we realised we needed to expand our product range but we were experts at making jam and chutneys, not cheese. So how were we going to achieve this new goal? 

 

Mark was already well acquainted with many award-winning West Country producers after years on the road and selling next to them at events and markets, so naturally, he started here. As a team, they started hand-picking local suppliers they’d like to work with, but it was important for them to only consider those who shared their principles and commitment to quality: “We wanted to partner with producers who were as local to us as possible. It is important for us to keep our food miles down, support local businesses and jobs, but not to compromise on quality. It is also important to us that they respect their customers and their staff, as this is something we have at our core in Cherry Tree.”  Slowly but surely they started creating new partnerships and building a new Cherry Tree ‘One-stop-deli-shop’ range.  “For example, we now have bespoke crumbly cracker bites and artisan cheeses to compliment our chutneys, coffee to perfectly pair with our breakfast preserves, salad dressings to help build homemade platters and pate for delicious and decadent hampers and gifts.” 


So from a simple home recipe of a sweet apple chutney to now over 50 award-winning sweet & savoury preserve flavours alongside numerous gifting sets, biscuits, cheeses, coffee, pate and more, The Cherry Tree Preserves team has built a tremendous foodie kingdom to be proud of and it is clear this is only the beginning for this spectacular Dorset brand. 


Sarah explains: “We want everyone to still have a little joy every single day and I believe that food can bring comfort and joy in so many ways. From baking with the little ones for an afternoon of fun, or soothing your mind by concentrating on a new recipe. We want our customers to be able to depend on our products in that way, and to depend on us; To know we are always there for them to listen, to share and to inspire through the good and the bad”


Gavin adds, “We will continue to guarantee great flavour, by ensuring every hand-stirred batch is taste-tested by us.  If it doesn’t blow us away, it will never reach the customer’s hands.  We have over 70 years of combined experience, and we’ll never put that to waste.”

 

As I finish writing this someone calls from the kitchens: “Lemon & Lime curd is ready for a spoon-test !”  There is always work to be done.  The Cherry Tree Preserves story is just beginning!


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By Alexia Robinson September 26, 2025
26 September – 12 October 2025 British Food Fortnight, the best established annual promotion of British food across the public sector, returns today, and is going from strength to strength. The nationwide celebration is proven to deliver results , with more catering teams than ever expected to take part in the public sector. Schools, care homes, hospitals, universities , prisons - reflecting the supportive ‘family’ that is the Public Sector Catering (PSC) Alliance , of which Love British Food has been one of the longest-serving members. TUCO, NACC, HCA and LACA all actively support British Food Fortnight and encourage their members to take part. 3,000+ schools, 40+ hospitals and hundreds of care homes are all expected to join. Celebrations across Britain This year marks the first time in several years that all four nations are taking part, supported by the launch of a new four-nation series of the Love British Food logo . Menu promotions during the fortnight will showcase the passion public sector caterers have for fresh, seasonal British produce, and the value they place on close relationships with suppliers who help to deliver robust supply chains. Hospital promotions will be led by Bon Culina and Medirest , both Official Partners of Love British Food. Other Official Partners serving the public sector include OCS, Chartwells, Brakes, Fresh Direct, Harrison Catering, and Essential Cuisine. Regional suppliers Local Food Links and Derbyshire Catering Services are Food Hero members. Chartwells (Compass) is celebrating British Food Fortnight in 2,000 schools with classic British recipes and menu takeovers. NHS participation: Exemplar NHS Trusts in England have committed to taking part, renewing their pledge earlier this year. Many Trusts are running patient-focused activities. At Yeovil District Hospital , a bronze exemplar site, celebrations include a daily menu of British classics, from beer-battered haddock and chips to roast beef wraps with bubble & squeak fritters, alongside British desserts in the cafe. Farm visit success: The success of British Food Fortnight builds on Love British Food’s extensive on-farm training programme , which has now hosted over 214 public sector caterers on 10 farms. Committed to delivering a positive change on the ground. Love British Food calls these participants ‘change-makers,’ as they return to their workplaces inspired to source British and equipped with the knowledge of why it matters. The programme, initially focused on NHS caterers, has now expanded to include NACC and TUCO members. Public Sector Quotes: Professor Jayne Jones, Chair, Public Sector Catering Alliance, and Assistant Director (Facilities and Production), NHS Greater Glasgow and Clyde , said: “British Food Fortnight is a highlight in any public sector caterer's calendar, as it gives us a chance to showcase the wonderful local produce that we provide across our sector. We serve amazing local and seasonal produce across schools, hospitals, care homes, universities and prisons, and it's inspiring to see the work of Love British Food and other partners continue to grow the connection between producers, caterers and everyone involved in the supply chain in between to strengthen that sustainable access to local food for all. Caterers are rightly proud to demonstrate their skills in preparing and serving local food, and the care and respect they have for quality produce reflects the care and respect our primary producers have for the land. It's also wonderful to see this work reach across the devolved nations this year, providing a platform for each nation to showcase their pride in their local areas and the seasonal produce on offer.” Derek Wright, Catering Services Manager, Blackpool Catering Services , said: “School meals play a vital role in shaping children’s health and learning, and British Food Fortnight is the perfect opportunity to showcase the importance of fresh, local, and seasonal produce on the plates of our young people. By supporting British farmers, we not only invest in our children’s wellbeing but also strengthen our communities and food system for the future.” Toby Haines, Sous Chef, Yeovil District Hospital, Somerset NHS Foundation Trust , commented: “Here at Yeovil District Hospital, we will be celebrating British Food Fortnight with a selection of classics where they can expect a freshly prepared dish using local quality British ingredients every day. The bunting will be in place ready to celebrate on the 26th!” Across Somerset NHS Foundation Trust , community hospitals will be hosting tea parties, display boards highlighting British suppliers, and even British apple tasting events. Jane Wills, Deputy Facilities Manager, Somerset NHS Foundation Trust , added: “Within Somerset NHS Foundation Trust the Community Hospitals will be hosting tea parties for our patients, have display boards promoting the British food we provide, add union jack hearts to our menus to denote what products are British and one site hosts a British apple tasting event.” Tim Radcliffe, Net Zero Food Programme Manager, NHS England , said: “This year’s British Food Fortnight is especially important as it highlights the value of fresh, seasonal, and sustainable British produce at a time when supporting local food systems has never mattered more. For the NHS, it resonates deeply — nourishing patients, visitors, and staff with food that promotes health, wellbeing, and care. I’m delighted to see so many Trusts taking part this year, showing real pride in the meals they serve and the people they serve them to.” Mike Haslin, CEO, TUCO , commented: “British Food Fortnight holds a special place in the university food service calendar. It’s the time when we can truly spotlight the seasonality and quality of British food, while fostering stronger links between universities, producers and local supply chains.” Philip Shelley, National Lead for Food, NHS England , sums up: “Having British Food at the centre of our menu choice throughout healthcare is vital if we are to strengthen our commitment to farmers and local distributors in our regions. Every year, we take time to celebrate British Food Fortnight which highlights the opportunities, the quality of products and the sustainable measures which help us drive our net zero goals.”
By Alexia Robinson September 26, 2025
The UK’s largest annual celebration of homegrown food and the farmers who produce it, returns from 26 September to 12 October. The nation comes together for British Food Fortnight, for the 24 th year, with founder and CEO, Alexia Robinson, saying: “This year’s theme shines a spotlight on food’s deep-rooted connections with each of us – the bond that sustains the nation, physically, culturally, and economically. “Against a backdrop of global uncertainty, political pressures, and a challenging market, ensuring Britain’s food security is our number one priority.” At the heart of British Food Fortnight is a rallying call to back British farmers and celebrate the quality, diversity, and provenance of our food. Leading industry figures and organisations are uniting to support the campaign. Nation Farmers Union president, Tom Bradshaw says: “This British Food Fortnight comes on the back of a very hard two years for many farmers and growers. 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From city authorities to remote rural village halls, from the nation’s classrooms to its care homes, to universities and hospitals, everyone is united by one thing – putting British food centre stage. From giant puddings, floating food festivals, street food cookery workshops, bakery tours to farm visits, anyone can join in the fun. On the high street, the newly launched Community Champion of Change competition, is running in collaboration with lead retail partner, Morrisons, celebrating individuals and groups who are making a difference in backing British food. At a grassroots level, farmers have expressed their support of this vital campaign and encourage the public to take part. 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By HoneyBuns September 8, 2025
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By Honeybuns September 8, 2025
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By Alexia Robinson September 1, 2025
The organisers of British Food Fortnight and its official retail partner, Morrisons, have launched this year’s Community Competition to identify and recognise individuals, community groups, and organisations driving positive change in their local food systems. A key initiative which runs from 26 September to 12 October, the newly titled Love British Food Champion of Change competition is a celebration of the people creating deeper connections to British produce across their communities. In partnership with Love British Food, Morrisons is encouraging nominations from individuals and organisations, with the retailer’s in store network of community champions playing a key role in the nominations process. Morrisons Community Manager, Joseph Clark-Bland, said; “The Champion of Change competition is a chance for the industry to celebrate the unsung heroes working tirelessly to make British food the first choice on every plate. We look forward to giving recognition to those who share Morrisons values by inspiring others to explore the incredible variety and quality of food grown right here in the UK.” The competition provides a platform for recognising those creating stronger connections with British food. Morrisons’ involvement in this initiative aligns with its ongoing efforts to support a sustainable food system and champion the use of high-quality, locally sourced British ingredients. Love British Food founder, Alexia Robinson encourages competition entries ahead of the deadline on 12 October 2025. “We’d love to hear about inspirational people, whether they’re championing British produce from farms or in schools, universities, care homes, hospitals or restaurants. Nominees could be making a tangible difference by reducing food waste, food miles, alleviating food poverty, or promoting healthy, seasonal diets. Any initiative that supports British food and encourages others to make informed food choices would make ideal candidates, so please share their stories with us.”
By Alexia Robinson September 1, 2025
Get ready to savour success during British Food Fortnight. Love British Food, in partnership with Morrisons, is seeking extraordinary individuals and community groups making a real difference in their local food systems to crown the 2025 Champion of Change. The newly launched community competition is a key initiative during British Food Fortnight which runs from 26 September to 12 October. An opportunity to celebrate the people creating deeper connections to Britain’s food roots, the campaign founder, Alexia Robinson encourages people to submit competition entries. “This is an opportunity to recognise the hard work of those building a better, more sustainable food future. If you’re driving change in your community, we want to share your inspirational stories! “In 24 years of organising British Food Fortnight, one thing that consistently astounds me is the dedication of people working at a grass roots level. Anyone making a tangible difference, whether by reducing food waste, food miles, alleviating food poverty, or promoting healthy diets, any initiative that supports British food and encourages others to make informed food choices are worthy champions.” As Love British Food’s official retail partner, Morrisons, is encouraging nominations from its customers through the store’s network of community managers. Morrisons Community Manager, Joseph Clark-Bland encourages people from across the UK to get involved; “As champions of British food, we are delighted to support Love British Food’s Champion of Change competition. This is a chance to celebrate the unsung heroes who work tirelessly to make British food the first choice on every plate. The competition provides an exciting platform to recognise those having a lasting impact on their communities by developing a stronger connection with British food.” Individuals can submit their nominations online, sharing why their nominee deserves to be celebrated in no more than 500 words. The deadline is Sunday, 12 October 2025. For more information please visit: https://www.lovebritishfood.co.uk/community-competition
By Lee O’Mahoney August 28, 2025
Here at Fresh Direct, the UK’s leading wholesale fresh produce supplier, we fully understand our responsibility to set a precedent for others to follow when it comes to sustainability. Our vision is very clear – we will continue to lead the industry by championing UK farmers, embracing regenerative practices, and driving meaningful change across the sector – and we have a number of initiatives under way to deliver this vision. Irrespective of sector, the public care more than ever about where their food comes from and the standards in place to demonstrate sustainable sourcing. And as part of our efforts to meet customer needs, we recently announced a commitment to ensure all contracted UK fresh produce growers are LEAF Marque certified by the end of 2025. This move strengthens our environmental standards, with a focus on supporting growers to implement more sustainable farming practices. These include energy efficiency and carbon reduction, responsible soil and water management, minimising waste, and enhancing local biodiversity. Our Managing Director Andy Pembroke, said: “As a business, we are not only committed to reducing our impact on the environment, but also to ensuring we make a positive contribution to a more sustainable future for farming. And we want to work with growers who share that vision. Making this pledge for all our contracted UK fresh produce to be LEAF Marque certified represents a real step forward for our sector and we are grateful for the support of our growers who have really stepped up to the challenge. It’s also fantastic news for our customers who can see our demonstrable commitment to a sustainable future.” As we work towards full LEAF certification by the end of 2025, the initiative aligns with broader efforts to accelerate the transition to more resilient, transparent, and environmentally conscious food systems. Clare Mike, Director of Technical & Business Development at LEAF (Linking Environment and Farming), added: “Fresh Direct’s pledge is a significant milestone in the journey towards more sustainable and resilient farming systems. This commitment not only supports the adoption of Integrated Farm Management practices but also demonstrates a proactive approach to climate change, biodiversity, and soil and water health. We’re proud to collaborate with forward-thinking partners like Fresh Direct, whose leadership sets a powerful example for the entire foodservice sector.” She added: “This exemplifies the kind of collaborative action needed across the agri-food sector to drive meaningful change. By aligning its supply chain with LEAF Marque standards, Fresh Direct is not only enhancing the sustainability of their operations but also setting a precedent for others to follow. It is through such leadership and commitment that we can build a more resilient food system for the future.” It's a cliché – but as an organisation it’s true that we are on a journey to deliver a better future. I have confidence my expert colleagues and the network of committed British growers we work with will take us to a destination we can all be proud of. Contributor Bio Lee O’Mahoney is Brand Marketing Manager at Fresh Direct . Along with the rest of the Marketing team his focus is on championing the brand, communicating the market leading initiatives the organisation delivers, and putting a voice behind dedicated partner growers and their glorious produce.
By Alexia Robinson August 28, 2025
As British Food Fortnight approaches (26 September to 12 October), food supply chain partners are joining forces to champion Love British Food’s call for businesses and consumers to ‘Make the Switch’ and choose British produce – not only during the campaign, but all year round. The pledge encourages retailers, public sector caterers, hospitality providers, and households to make small, manageable changes to their buying habits, opting for seasonal British ingredients wherever possible. This approach, say campaign supporters, can have a ripple effect – boosting food security, strengthening local supply chains, and safeguarding high welfare and environmental standards. Alexia Robinson, Founder of Love British Food, says: “Supporting British food doesn’t have to be an all-or-nothing approach. By encouraging businesses and home cooks – to take one simple step with their food choices, we can make a lasting difference to the resilience of our food system.” Industry figures backing the pledge include the campaign’s partners Bon Culina, Brakes, Fresh Direct and Glebe Farm. Collectively, they are calling on their networks to play an active role in ensuring that British farmers’ produce reaches more plates across the UK. The campaign comes at a time when food security is under increasing scrutiny, and when the public is being urged to recognise the value of Britain’s world-class farming. By making small, conscious choices to buy British, consumers and businesses alike can invest in farm businesses, support rural communities, and create a more sustainable future for UK food and farming. British Food Fortnight is the UK’s biggest annual, national celebration of the diverse, sustainable food produced across the country.
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