The vegetable sector has not seen the best of conditions this winter and growers have had to import product from Europe to cover demand, bringing inevitable costs and gripes.
The cauliflower crop has been one of the worst hit in the UK, with growers having to abandon harvests because of frozen product. “When the curds were the right size to harvest they were frozen,” says one grower. “By the time they thawed out they had turned to mush and were no good for anybody. There is only so much that the plant can do to protect itself and it was just too cold. That is why there has been a big gap in production and the prices have been high. We have had to import a lot of expensive product from France.”
Carrot farmers that invested in a substantial amount of straw to insulate their crops have come out on top, whereas others felt the full brunt of the weather. Unfortunately for the unprepared, a record of mild winters over the last 10 years lulled some carrot growers into a false sense of security.
“Individuals have lost out and there have been some horror stories flying around,” says one carrot grower. “In the future, the whole industry will have to be prepared for any kind of weather situation. It is a commercial risk not to invest in straw - in Scotland it is a necessity, but in places like Lancashire, where there is a special kind of climate, they don’t usually get frosts. This year, these growers have been caught out.”
But on the other side of the coin, the cold weather has been quite a blessing for those in the carrot industry that were well prepared. Compared to the predominantly wet weather experienced in November last year, the cold weather has been manageable, according to insiders. With the sector well into winter harvest mode, demand is up for carrots, as vegetables that have experienced availability issues, such as brassicas, now seem expensive in comparison. Availability has been good and suited the high levels of demand.
“It is a huge investment to protect the crop with straw and that accounts for about a third of the cost of delivering the product to the consumer,” says an insider. “It has worked out this year, so there is a positive message.”
A small trial of Rainbow carrots in the retailers in 2009 worked out well for new brand the Very Very Veg Co, showing that demand is not only high for traditional, core products. “Rainbow carrots were a great start for the Very Very Veg Co,” the company tells FPJ. “Volumes were higher than our targets and feedback from customers showed they really enjoyed this unique product. Only a small area was grown last year and we are considering the opportunities with the product for this year.”
So the vegetable sector is dealing with the situation and has been praised by the National Farmers’ Union for continuing to honour its contracts at such a difficult time. And it seems, according to several reports, that the multiples have sat up and taken notice of the growers’ plight, as returns have been decent. “Prices are generally very keen at the moment,” shares one brassica grower. “But everybody is always pushed on their margins. During the cauliflower shortage supermarkets have been good and have funded suppliers to buy in from abroad. They have paid, but what they haven’t paid for is the loss of crop; growers pay for that themselves and it has been devastating.”
And, as with the brassica industry, major multiples seem to be supportive of carrot growers through decent returns. “We are not under pressure,” says one grower. “The price is holding up and is around 80p a kilo, when recently it has been as low as 50p. The retailers have got to be careful, when you consider that cauliflower has hit £1.50 in the supermarkets and cabbage has gone from 79p to well over £1.
“It is simple supply and demand - you can’t read too much into it - and I don’t believe that the supermarkets have suddenly grown hearts. Supermarkets do not set the market level; they work with the crop that is out there.
“The quality of carrots is good and there will be more available to store; this will be one of the better seasons.”
Insiders feel that demand for brassicas, despite a hefty price increase, bodes well for the future and could mean that a higher price could be secured, providing that badly needed cash injection that cauliflower growers in particular are missing. “Retailers used to ask for 79p a cauli and now it is leveling out at around £1.30,” says one grower. “That is a big difference in sales. It is a good thing and has to be done.”
CARROT GROWERS FOCUS ON THE BEST OF BRITISH IN 2010
The British Carrot Growers’ Association (BCGA) has taken a ‘Best of British’ theme for its 2010 PR campaign and aims to make the most of the government’s food and farming strategy. Elizabeth O’Keefe looks at what this year will bring for the British carrot industry
Best of British will be a key theme in this year’s new PR campaign for the BCGA.
With 95 per cent of carrots being home-grown and one of the healthiest vegetables you can eat, members feel they are well placed to capitalise on consumer and media interest around the publication of the government’s 20-year strategy on the future of food and farming, aimed at increasing UK food security, tackling climate change and improving the nation’s health.
The BCGA campaign, which will again be undertaken by award-winning PR firm Mustard Communications, will feature Best of British recipes, using seasonal British veg, media briefings and farm tours.
The traditional methods of “putting the carrots to bed for the winter” with a thick layer of straw will also be highlighted as a natural storage method.
Winter-warming recipes and 18 Carrot Gold Ways to Good Health will also be major themes. The campaign will be supported by a designated press office tapping into ad hoc opportunities.
The team at Mustard have already been hard at work tapping into recent news stories about unhealthy children’s school lunchboxes, positioning carrots as an ideal children’s healthy lunchbox snack.
Chairman of the BCGA, Martin Evans, says: “It is essential that we continue to communicate the health message about carrots to the consumer. One of the important things that we have highlighted with the PR campaign so far is the value of carrots - both nutritionally and as a valued ingredient for their taste and versatility.
“The campaign has been particularly important during the credit crunch and I believe it will continue to benefit the market as we emerge from the recession.”
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