He's modest, despite the success of his company- Green Field Produce in Wakefield, West Yorkshire. Like a lot of people in this area, growth and achievement are not things to shout about, but things to reside over, quietly and conservatively.

Originally known as J Dobson & Son Ltd, the company dates back to 1815, with Simon being the fifth generation of the Dobson family at the helm - joining the company at the tender age of sixteen.

Simon's father, John Dobson, at eighty two still comes into the farm everyday to ensure things are ticking over nicely and Simon's grandfather was bought a pair of work boots for his eightieth birthday! This family firm really have farming in their blood.

From Modest Beginnings...

In the early days the Dobson family were market gardeners growing vegetables for local distribution within the community. They eventually supplied wholesale markets and during the 1960s, when supermarkets were on the rise, they moved into this market. Around 17 years ago, the company acquired Yorkshire Rhubarb Growers and began trading as Green Field Produce. The emphasis was still very much on locally grown produce distributed to customers in Yorkshire but the acquisition gave them a platform for expansion.

Farming 3000 acres in the Wakefield area and stretching to Leeds, Selby and Barnsley, Green Field Produce grow a range of produce including cabbage, cauliflower, broccoli, sprouts, rhubarb and peas. They have recently started to grow their own potatoes and source other produce such as swede, carrots and onions from reliable local suppliers. The company are currently distributing 240 tonnes of produce per week through their fleet of six refrigerated vehicles.

Keeping it Local

Food miles and buying local are big issues for growers, supermarkets and consumers alike. Green Field Produce is very much aware of these matters and committed to distributing mainly within the north of England to local supermarkets, schools, wholesalers and restaurants. Just recently they have supplied, ASDA, for their 'Yorkshire Week' promotion with further daily supplies to Morrison, Netto and indirectly to Sainsbury's and other major multiples.

Expansion, growth and diversity are key to the success of Green Field Produce. In 2004, a new 17,000sq ft. refrigerated store was built, in 2005 the business also ventured into the prepared produce sector under the banner of Green Field (Prepared) Produce and invested in a new facility with chopping, dicing and preparation machinery, just a mile up the road from the Carlton site. This new facility has attracted blue-chip clients such as Heinz and Northern Foods. In 2006, the company took on a further 750 acres and there are plans afoot for a new washing facility, in order to do all the 'dirty washing' in a completely separate environment.

"Not just growing our own produce, but also being able to process it, gives us the edge," says Simon, who is not simply a face for the company, but very much a 'hands on' type of guy. "Margins are always being squeezed, so you constantly have to re-evaluate the business and shave costs where you can, but I firmly believe Green Field Produce is well placed as Yorkshire's number one vegetable supplier."

Weathering the Storm

The company employ 140 full time staff, with 40 staff working on the farms. The extreme wet weather this summer has caused many problems, and has resulted in crop losses of £1/4m. "It's the worst weather I've witnessed since starting in the business," says Simon. "It's an absolute disaster that could have a knock-on effect on soil structure for two years." Other areas of the country have been worse hit and Green Field Produce have had to step into to fulfil orders that other producers in places like Lincolnshire and Evesham have failed to complete.

The facilities at the Carlton site would normally be full to the rafters with produce, but the weather has meant that some areas remain empty. One area where the weather certainly can't cause any problems is the controlled atmosphere area. Here, 1000 tonnes of white cabbage have been stored since October last year under closely monitored conditions. This high tech provision ensures that the company can provide white cabbage, whole or prepared, throughout the year and to the utmost quality.

Quality control is paramount at Green Field Produce; all the goods carry full traceability and are mostly cut, processed and delivered within a 24-hour period ensuring that their customers receive the best quality possible. Continuous improvement in the facilities and machinery means that the company can offer their customers not only the products they require, but packaged how they require them. Investment in a new form fill packaging machine means that ASDA will get their sprouts bagged rather than netted this Christmas - incidentally Green Field Produce will harvest 300 tonnes of sprouts in the run up to the festive season!

Green Field Produce takes pride in the way in which their business is run. Although they are dealing with the big multiples, the company still feels like a family business that cares. They are endorsed by the Red Tractor scheme and display the BRC Global Standard for the procurement, packing and distribution of fresh produce. Continued expansion is key to the progression of Green Field Produce. The company intends to increase volume through Its prepared facility, and expand their customer base. Capacity is definitely on the up, with the development of a further building, but the philosophy remains the same - 'quality local produce for the Yorkshire area and just beyond'.