Asda has put its first Jersey Royals of the season on sale, with long-term supplier QV Foods getting behind the flagship British potato as part of its Season’s Best campaign.
The product went on sale in Harrogate and York last Wednesday, two months earlier than last year due to careful planning and collaboration between supplier and retailer.
The potatoes, harvested on the hills of the British isle, are retailing at £1 for a 454g pack or £1 for 1lb and Asda is said to be giving the product a “great deal of focus” in the 2010 season.
All Jersey Royals are hand planted and many of the earliest potatoes are lifted by fork and then hand-picked, before being carefully sorted to ensure that every potato arriving at its final destination is of the best quality.
QV Foods director Simon Martin told freshinfo: “Planting is well on track, even slightly ahead of last year however how this season will pan out is very difficult to predict and is totally reliant on the weather over the next couple of months.
“As Jersey Potatoes spell the start of the British growing season and with retailers looking for seasonal events to drive volume sale, as long the weather plays ball the Jersey brand is perfectly positioned to see excellent growth during the 2010 season.
Des Wilson, Asda buyer, said: “Asda is famous for making shopping more affordable every day for its customers and we are proud to have Extra Special Jersey Royal potatoes on our shelves at the very start of the season, earlier than ever before, and at a great value price.”
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