UK growers say they are planting at least 25% more asparagus in the ground this year to meet burgeoning demand.
The crop will be harvested next May and June and will meet a demand for home-grown asparagus. TNS data reported record sales during the British season this year.
Some 861 tonnes of asparagus were sold through supermarkets and greengrocers during May and June. In June 2004, 29% more consumers bought asparagus than in June 2003.
Next year’s harvest will be marked with a nationwide promotional campaign for the third year running, funded by six asparagus suppliers and growers and endorsed by Raymond Blanc and Antony Worrall
Thompson. Chris Kitchen of Kitchen Garden Produce, which is one of the UK’s biggest asparagus growers and one of the partners in the campaign, said seasonality would be the key message. “We’re living in an age where consumers have lost sight of when crops are in season, which is a great shame because we do grow fabulous seasonal vegetables in Britain. The 2005 campaign will feature British asparagus alongside a range of foods in season in May and June, highlighting asparagus as a versatile ingredient, not just a side dish.”
Organisers said this year’s domestic season achieved unprecedented penetration, with all available product taken up by the multiples, through which 80% of the British crop is sold.
Kitchen added: “We have set ourselves tough targets to meet if we are to sustain recent growth. Across Britain there is at least 25% more asparagus in the ground which will be harvested in 2005. The campaign we have in place is crucial.”
Other partners in the 2005 campaign will be Mack Multiples, Bomfords, Barfoot’s of Botley and Exotic Farm Produce, as well as grower Tuddenham Hall.
Richard Clarke
The crop will be harvested next May and June and will meet a demand for home-grown asparagus. TNS data reported record sales during the British season this year.
Some 861 tonnes of asparagus were sold through supermarkets and greengrocers during May and June. In June 2004, 29% more consumers bought asparagus than in June 2003.
Next year’s harvest will be marked with a nationwide promotional campaign for the third year running, funded by six asparagus suppliers and growers and endorsed by Raymond Blanc and Antony Worrall
Thompson. Chris Kitchen of Kitchen Garden Produce, which is one of the UK’s biggest asparagus growers and one of the partners in the campaign, said seasonality would be the key message. “We’re living in an age where consumers have lost sight of when crops are in season, which is a great shame because we do grow fabulous seasonal vegetables in Britain. The 2005 campaign will feature British asparagus alongside a range of foods in season in May and June, highlighting asparagus as a versatile ingredient, not just a side dish.”
Organisers said this year’s domestic season achieved unprecedented penetration, with all available product taken up by the multiples, through which 80% of the British crop is sold.
Kitchen added: “We have set ourselves tough targets to meet if we are to sustain recent growth. Across Britain there is at least 25% more asparagus in the ground which will be harvested in 2005. The campaign we have in place is crucial.”
Other partners in the 2005 campaign will be Mack Multiples, Bomfords, Barfoot’s of Botley and Exotic Farm Produce, as well as grower Tuddenham Hall.
Richard Clarke
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