Myatts of Mockbeggar

What Myatts of Mockbeggar does

J Myatt & Co (trading as Myatts of Mockbeggar) is a fourth-generation family fruit farming business headquartered at Mockbeggar Farm, Cliffe Woods, Rochester, Kent. Established in 1993 by John and Kim Myatt, the company grows, picks, and packs soft fruit (strawberries, raspberries, blackberries), stone fruit (cherries, plums, apricots, greengages, redgages), and rhubarb across approximately 160 hectares split across three Kent farms (Decoy Farm 60ha of orchards, Mockbeggar Farm 80ha of soft and stone fruit, and Blacklands Farm 20ha of primarily soft fruit). Agronomic production is traditional — polytunnel and outdoor cultivation, plus forced rhubarb in indoor sheds — with no proprietary technology platforms disclosed; rhubarb supply is extended to nearly twelve months a year by combining outdoor, indoor forced, and tunnelled systems. The business is vertically integrated through wholly-owned subsidiary Mockbeggar Packing Ltd, a BRC-accredited packhouse acquired in May 2009 that handles J Myatt & Co fruit plus third-party growers.

The company sells primarily B2B into major UK supermarket retailers — confirmed supply into Marks & Spencer under its 'From Field to Fork' farming standards programme — and uses Total Produce as a channel partner/distributor to reach additional UK and European retailers. A second revenue stream, Myatt's Fizz (a 100% rhubarb sparkling drink launched December 2020 in collaboration with Biddenden Vineyard using bottle fermentation), extends the business into branded consumer beverages, with a dedicated e-commerce site and retail distribution. Commercial positioning is built on tree-ripe, ready-to-eat fruit, full farm-to-shelf traceability, and stacked certifications (BRC Global Standard Food, LEAF/IFM, Red Tractor, Sedex). The company is privately held, family-owned, with no disclosed external funding and a permanent headcount of around five supplemented by seasonal labour April–November.

Name

Myatts of Mockbeggar

Legal name

J Myatt & Co

Website

https://jmyatt.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

J Myatt & Co is a fourth-generation family fruit farm operating about 160 hectares across three Kent sites, supplying soft and stone fruit plus rhubarb to UK supermarket retailers such as Marks & Spencer and through the Total Produce distribution network, with a BRC-acquired in-house packhouse (Mockbeggar Packing Ltd) and a consumer rhubarb sparkling drink (Myatt's Fizz).

Ownership category

akta.pro rank

Product category

Fresh Fruit Production

NAICS

Fruit and Tree Nut Farming (1113), Strawberry Farming (111333), Berry (except Strawberry) Farming (111334), Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Agricultural Production-Crops (100), Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA)

akta.pro secondary industries

Berry Sorting & Packing Facilities (AFAOAGAD), Stone Fruit & Tropical Fruit Packing Facilities (AFAOAGAE), Fresh Produce Wholesale (Fruit & Vegetables) (AFAIABAE)

Keywords

• Soft fruit farming
• Stone fruit production
• Fresh fruit supply
• Rhubarb cultivation
• Fruit packing services

Headquarters

HQ city

Cliffe Woods, Rochester

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fruit Production and Sales: J Myatt & Co grows, harvests, and packs soft fruit (strawberries, raspberries, blackberries) and stone fruit (cherries, plums, apricots, greengages, redgages) and sells to UK retailers and food service companies. Revenue is generated through the sale of produce.
2. Myatt's Fizz (Rhubarb Sparkling Drink): 100% rhubarb sparkling drink created in December 2020 using bottle fermentation, produced with assistance from Biddenden Vineyard. Sold as a consumer beverage product.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

J Myatt & Co is a fourth-generation family fruit farming business that grows, picks, and packs its own soft and stone fruit (strawberries, raspberries, blackberries, cherries, plums, apricots, greengages, redgages) and rhubarb across three Kent farms totaling approximately 160 hectares. The company supplies major UK supermarket retailers and produce distributors, operates an on-site BRC-accredited packing facility (Mockbeggar Packing Ltd), and produces a rhubarb sparkling drink (Myatt's Fizz) under its consumer sub-brand.

Product overview

J Myatt & Co is a family fruit farming business offering a portfolio of products centered around fresh produce. The core offering is their own-grown soft and stone fruits (strawberries, raspberries, blackberries, cherries, plums, apricots, greengages, rhubarb) distributed through their Mockbeggar Packing facility. They also extend into value-added products via Myatt's Fizz, a rhubarb sparkling drink. The business operates three farms (Decoy Farm 60ha, Mockbeggar Farm 80ha, Blacklands Farm 20ha) and a packing sister company.

Differentiator

Problem solved

Functional benefit

Brands

• Myatt's Fizz: 100% rhubarb sparkling drink created in December 2020 using bottle fermentation method; produced in collaboration with Biddenden Vineyard
• Mockbeggar Packing

Products and services

• Fresh Soft Fruit (Strawberries, Raspberries, Blackberries) Tree-ripe, hand-picked soft fruit grown on J Myatt & Co's Kent farms for supply to major UK supermarket retailers and produce distributors.
• Fresh Stone Fruit (Cherries, Plums, Apricots, Greengages, Redgages) Tree-ripe stone fruit grown on J Myatt & Co's Kent orchards and supplied to UK retailers and produce distributors.
• Rhubarb (Outdoor, Forced, and Tunnelled) Rhubarb produced using outdoor (April-October), indoor forced (December-February), and tunnelled (February-April) growing systems, supplying nearly 12 months of the year to UK retailers and as the base ingredient for Myatt's Fizz.
• Myatt's Fizz (Rhubarb Sparkling Drink) A 100% rhubarb sparkling drink produced via traditional bottle fermentation, created in collaboration with Biddenden Vineyard, sold to consumers through retail outlets and the myattsfizz.com website.
• Mockbeggar Packing (Soft and Stone Fruit Packing Service) BRC-accredited soft and stone fruit packing service operated by sister company Mockbeggar Packing Ltd, handling ready-to-eat fruit for J Myatt & Co and other growers.

Quantifiable outcome

• Magnum strawberry won Taste of Kent awards in 2016, 2018, and 2019

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• LEAF (Linking Environment and Farming)coreStrategic or Co-development PartnerJ Myatt & Co works with LEAF to improve soil and water management, conserve energy, protect crops, enhance wildlife habitats, and engage local communities. This partnership delivers through the company's commitment to Integrated Farm Management (IFM) practices.
• Total ProducecoreChannel Partner/ Reseller/ DistributorTotal Produce is a major produce distribution company that aggregates and distributes fresh produce from multiple growers to retailers across the UK and Europe.
• Red TractorcoreStrategic or Co-development PartnerRed Tractor is a UK farm assurance scheme providing traceability from farm to pack. J Myatt & Co is Red Tractor certified, demonstrating food safety and quality standards.
• SedexminorStrategic or Co-development PartnerSedex is an ethical trade membership organisation. J Myatt & Co holds Sedex membership demonstrating commitment to ethical labour practices.
• Marks and Spencer (M&S)coreChannel Partner/ Reseller/ DistributorJ Myatt & Co supplies fresh fruit to Marks and Spencer as part of M&S's 'From Field to Fork' farming standards programme, which requires high quality and sustainable production practices.
• Mockbeggar Packing LtdcoreStrategic or Co-development PartnerMockbeggar Packing Ltd is the sister company of J Myatt & Co, acquired in May 2009. It provides packing services for J Myatt & Co and other growers, handling soft and stone fruit with BRC accreditation.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Berry Gardens Growers: UK berry-grower cooperative producing strawberries, raspberries, blackberries and other soft fruit for major UK retailers. Highly comparable to J Myatt & Co in crop mix, BRC-accredited packhouse operation, and tier-1 UK grocery customer base.
• Haygrove: Herefordshire-based grower and polytunnel supplier producing UK strawberries and other soft fruit. Comparable to J Myatt & Co on polytunnel-based soft-fruit production and direct retailer supply.
• Hall Hunter Partnership: One of the UK's largest berry growers, supplying soft fruit (strawberries, raspberries, blackberries, blueberries) to major UK retailers including M&S. Directly comparable to J Myatt & Co in crop mix, retail customer base, and packhouse-integrated operations, though at greater scale.
• Hugh Lowe Farms: Kent-based strawberry and soft-fruit grower with deep heritage, supplying major UK supermarkets including M&S. Highly comparable to J Myatt & Co on geography (Kent), crop mix, and enterprise customer overlap.
• BerryWorld: UK-based berry marketing and breeding business supplying proprietary soft-fruit varieties to UK retailers. Comparable to J Myatt & Co through shared UK retail customers and overlapping soft-fruit category focus.
• Angus Soft Fruits: Scotland-based soft-fruit grower producing strawberries, raspberries, blackberries and blueberries for UK retailers. Directly comparable to J Myatt & Co in product mix and B2B grocery supply model.

Others

• Marks and Spencer: Major UK premium retailer and J Myatt & Co's named enterprise customer under the 'From Field to Fork' programme. Not a competitor but the dominant downstream channel for the company's soft and stone fruit.
• Biddenden Vineyard: Kent-based vineyard and producer of English wines and sparkling drinks. An adjacent producer and J Myatt & Co's collaboration partner for the Myatt's Fizz rhubarb sparkling drink — relevant to the consumer beverage sub-brand.
• Total Produce (now Dole plc): Major produce distributor and now part of Dole plc, distributing fresh fruit and vegetables across the UK and Europe. An adjacent ecosystem participant and J Myatt & Co's distribution partner.

Broad incumbents

• Driscoll's: Global market leader in berries (strawberries, raspberries, blackberries, blueberries) with UK and European operations. A broad incumbent operating in the same soft-fruit category but at vastly greater scale, with proprietary variety programmes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/myattsofmockbeggar

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Myatts of Mockbeggar