Wholesalers at New Spitalfields have enjoyed high quality and high demand in sweetcorn this season, but plentiful supply has driven down prices to 10-15p a piece, compared to the 15-20p average.
“Growers are under pressure to keep the produce moving,” said David Hutchinson of Arthur Hutchinson Ltd, which sells fruit, vegetables and root vegetables at the market.
There was a surge in demand for sweetcorn leading up to the bank holiday weekend thanks to the sunny barbecue weather and London’s Notting Hill Carnival, but with three weeks left in the season demand has now begun to subside.
In exotics, meanwhile, Tropifresh owner Peter Durber has seen a continuous surge in demand for sweet potatoes “which are now almost mainstream on the European palate”, he said.
Fresh green coconuts, whose water is drunk by increasing numbers of consumers for its health benefits, have also seen sales growth. “The product’s success is also riding on the back of commercialisation,” said Durber.
The heavy marketing of coconut drinks brand Vita Coco, which Madonna has a stake in, has brought a lot of attention to the product and exploding demand, combined with a viral disease affecting root stocks, have created a supply shortage.
Tropifresh has increased its prices from £10-12 to £18-20 for 12 cocounts in the past five years.
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