Whole Crop Marketing

What Whole Crop Marketing does

Whole Crop Marketing Limited (WCM) is a UK potato marketing cooperative founded in 2008 by ten member-shareholders who committed their produce for collective marketing. The company operates across four vertical sectors — Crisping, Chipping, Ware & Pre-Pack, and Seed — connecting UK potato growers with major grocery chains (Waitrose, M&S, Tesco, Asda, Aldi, Lidl), crisp manufacturers (Walkers Crisps, Pipers Crisps), peeling/processing factories, and independent packers. Its stated differentiator is marketing the "Whole Crop," meaning the company finds profitable homes for every grade of potato — including secondary quality, outsized ware, and processing material — rather than cherry-picking premium produce.

WCM's operational technology includes two Haith mobile washers capable of processing up to 50 tonnes of crop per hour, partly funded by European Agricultural Fund for Rural Development grants. The company has also piloted SolAntenna electronic sensors to detect where bruising occurs in the supply chain by measuring temperature, humidity, CO2, and physical shocks, and uses drone aerial imaging during its Annual Trials Day to compare varieties. The Trials Day itself, now in its tenth year, showcases over 100 potato varieties from ten major seed breeders.

WCM generates revenue through commission or margin on potato sales across its four sectors (transaction-fee model), supplemented by fee-based produce washing services. Pricing is quote-based with multi-year contracts and no public price list. The company operates from Manor Farm Offices in Driffield, East Yorkshire, with a regional office through Whole Crop Marketing Perth Ltd in Scotland. On 23 January 2025, WCM completed its merger into the AKP Group (established in York, 1999), retaining the WCM brand and current team.

Name

Whole Crop Marketing

Legal name

Whole Crop Marketing Limited

Website

https://wholecropmarketing.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Whole Crop Marketing Limited is a UK potato marketing cooperative founded in 2008 that connects member growers across the UK with major supermarkets, crisp manufacturers, and processing factories across crisping, chipping, ware, and seed sectors, operating under the AKP Group since January 2025.

Ownership category

akta.pro rank

Product category

Agricultural Produce Marketing

NAICS

Potato Farming (111211), Vegetable and Melon Farming (1112)

SIC

Wholesale-Farm Product Raw Materials (5150), Agricultural Services (700)

akta.pro primary industry

Fresh Vegetable Wholesale (AFAIACAB)

akta.pro secondary industries

Starch Potato Farming (Industrial Potatoes) (AFAGAEAC), Bulk Produce & Farm-Direct Wholesale Markets (CRAHAMAJ), Sugar & Starch Crop Contract Growing & Plantation Operations (AFAGAEAL)

Keywords

• Potato marketing services
• Seed potato supply
• Ware potato distribution
• Crisp potato supply
• Chipping potato supply

Headquarters

HQ city

Driffield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Potato Marketing and Trading: Whole Crop Marketing operates as a cooperative/marketing group for potato growers. The company was founded by ten member-shareholders who committed their produce for marketing. Revenue appears to be generated through commission or margin on potato sales across crisping, chipping, ware, and seed sectors. The company connects growers with buyers including major supermarkets and food manufacturers.
2. Produce Wash Services: Mobile washing equipment washing contracted potatoes into factories, fresh from field or storage. Funded through European Agricultural Fund for Rural Development grants.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Whole Crop Marketing is a B2B potato marketing cooperative that connects UK potato growers with buyers across four distinct sectors: Crisping, Chipping, Ware & Pre-Pack, and Seed. Founded in 2008 by ten member-shareholders, the company markets the entire potato crop (including secondary grades and outsized ware) to major UK supermarkets, crisp manufacturers, peeling factories, and independent packers spanning from Cornwall to Scotland.

Product overview

Whole Crop Marketing (WCM) is a potato marketing cooperative offering services across four distinct market sectors: Crisping (potatoes for crisp manufacturers), Chipping (potatoes for peeling and processing), Ware & Pre-Pack (fresh potatoes for major UK supermarket packers), and Seed (quality assured seed potatoes). The company was established in 2008 by ten grower members and operates as part of the AKP Group since January 2025. Their Annual Trials Day event serves as a platform to showcase potato varieties from multiple breeders and connect industry stakeholders.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• WCM awarded Walkers Crisps Supplier of the Year for 20-21 potato season
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• AKP GroupflagshipStrategic or Co-development Partner · 23 January 2025Whole Crop Marketing Ltd has successfully completed the merger of WCM into the AKP group. AKP Group was established in York in 1999 by Richard Arundel and Bruce Kerr. WCM will continue operating under its established name within AKP Group, maintaining its current team. This merger enhances AKP's position as a trusted partner in UK potato sector, strengthening the supply chain for customers, minimizing risks for growers, and supporting long-term success of UK agriculture.
• Haith (Tickhill Engineering)coreTechnology or Integration · 7 August 2019UK designer and manufacturer of vegetable handling equipment. WCM purchased a new 2019 mobile washer capable of handling up to 50 tonnes per hour with integrated features including Supa-Flume de-stoner, sludge removal, and HMI touchscreen controls. WCM previously used an older Haith mobile washer for over 10 years and purchased a second machine due to 20% increase in demand. Washer used initially in Cornwall for early season potatoes then at growers across UK.
• Brown & CominorGTM or Marketing PartnerLeading UK agency and consultancy service across rural, commercial, residential, and agricultural markets. Collaboration at Driffield Show on shared stand.
• Woldmarsh Producers LtdminorChannel Partner/ Reseller/ DistributorThe farmers buying group helping farmers across the country. Collaboration with WCM at Driffield Show on shared stand.
• Seed Breeders (HZPC, Caithness, Germicopa, Greenvale, Solana, Agrico, Meijer, IPM & Cygnet)coreStrategic or Co-development PartnerMajor potato seed breeding companies representing over 100 varieties at WCM Annual Trials Day. WCM works with all major seed breeding companies in UK and abroad for seed supply.
• European Agricultural Fund for Rural DevelopmentcoreOthersEU rural development funding body that awarded WCM a grant to purchase mobile washing equipment as part of the 'Produce Wash Project'.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• HZPC: World's largest seed potato breeder and supplier, headquartered in the Netherlands. Comparable as a key seed supplier and breeding partner referenced in WCM's Annual Trials Day; broader incumbent serving global markets.

Direct peers

• Cygnet Potato Breeders: UK-based potato breeding and marketing business supplying varieties to UK and international growers. Listed as a key partner in WCM's Trials Day and seed supply network.
• Agrico: Dutch cooperative of potato growers specializing in seed potato breeding and marketing. Comparable as a grower-owned potato cooperative with similar multi-variety marketing and seed distribution model.
• Albert Bartlett: Major UK potato supplier with strong retailer relationships across fresh, processed, and value-added potato products. Comparable as a UK-wide branded potato supplier serving supermarkets and foodservice.
• IPM Potato Group: Irish-based potato variety development and marketing company. Comparable as a seed potato breeder supplying varieties into the UK market and featured at WCM's Annual Trials Day.
• Greenvale AP: Major UK potato supplier operating across fresh, processing, and seed segments. Directly comparable as a UK-wide B2B potato marketer with similar multi-sector customer relationships.
• AKP Group (Arundel Kerr Produce): York-based potato grower, marketing group, and supply chain specialist. Now WCM's parent company after the January 2025 merger — operates in the same product categories and customer segments across the UK potato supply chain.
• Meijer Potato: Dutch potato breeding company producing varieties for fresh, processing, and starch markets. Listed as a key breeding partner at WCM's Trials Day, with overlapping variety portfolios and UK distribution.
• Caithness Potatoes: UK-based seed potato breeder producing varieties for crisping, chipping, and fresh markets. Directly comparable as a domestic breeding partner in WCM's network supplying major UK processors.
• Branston Ltd: One of the UK's largest potato suppliers, providing prepack, processing, and seed potatoes to major retailers and manufacturers. Directly comparable as a vertically-integrated UK potato marketing and supply company serving the same customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wcmpots
• YouTubeyoutube.com/@wholecrop
• Facebookfacebook.com/WCMLTD
• Instagraminstagram.com/wholecropmarketing
• LinkedInlinkedin.com/company/whole-crop-marketing

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whole Crop Marketing