Soft fruit surrounds Cupar. There are fields in every direction which are full of fruit being picked commercially for the fresh fruit market and other fields that are pick your own.
With an increasing number of established growers the area has become ever more important as a soft fruit centre. Therefore, Fife Council Development Services initiated an annual soft fruit festival designed both to celebrate and promote the soft fruit industry.

The profile of soft fruit and the health benefits are progressively being raised.
Soft fruit is now being promoted nationally, through specialist bodies such as National Summer Fruits Ltd, and more generally through organisations such as Health Education Board Scotland and the Scottish Consumer Council; so there are even more reasons to celebrate the success of our local growers and provide and event for the town!

Fife Council's Development Services is committed to leading and participating in initiatives that seek to support, promote and enhance rural businesses. The Cupar Summer Fruit Festival has been specifically designed to help us meet this objective by promoting rural businesses (particularly fruit farming), informing local residents about the importance of soft fruit growing to Cupar's economy and encouraging the local population to buy local produce.

The festival will benefit both urban and rural Cupar, providing much needed support to local fruit farmers, in terms of advertising and public relations. Not only will the festival raise the profile of the soft fruit industry, but it will strengthen links between farmers and the local community, provide a platform

for advertising other local specialist businesses and offer the added benefit of promoting healthy eating. It will also attract visitors and tourists to the town centre, providing an opportunity to highlight Cupar as a place to visit, shop, work and live, to residents of local towns and cities and visitors alike

We are delighted to confirm that many Cupar businesses have offered their support to the 2007 Summer Fruit Festival and would like to thank everyone who has worked so hard to make the event a success!