The company has launched around 115 varieties over the years, its latest being a range of organic jams and marmalades, all with reduced sugar. "In Germany and Denmark in particular there is a very big interest in organic food, coupled with a growing concern about what we're eating," says Ian Fergod, Tiptree's sales director. Sensibly, it is starting with the varieties it knows best: strawberry, raspberry, and orange marmalade. "There are so few people farming organically world-wide that a regular supply of fruits is a major obstacle," says Fergod. Hoping to overcome this hurdle, Tiptree is busy converting land to organic use, and planted its first organic plum orchard a couple of weeks ago. Most good quality jams have a sugar content of 67 per cent per 100g, but the organic jams are 50 per cent sugar, giving a sharper, more fruity flavour.
And its strangest variety? "That would have to be medlar," says Fergod. "It looks like a rosehip, though it's part of the apple family. It's not picked until November when it's soft, squashy and brown. It makes a dark red jelly like spiced apple".
Tiptree Organic Strawberry and Raspberry Jams, pounds 1.79, Organic Marmalade pounds 1.59, available from Waitrose and all good food shops.