Joe Pardoe has been supplying Riverford with organic cherries, apples, pears and plums, for over 15 years. He won Riverford's Best Innovation at the 2019 supplier awards for his damson-plum cross and is known for trialling less well-known varieties and promising new hybrids. His fourth-generation family farm, Priors Grove, is in Herefordshire looking out over the town of Ledbury.