John Chinn’s extraordinary achievement in extending the UK asparagus season into November could change the face of the sector forever.

The short UK season is one of the most anticipated events in the fresh produce calendar. Yet now consumers could get the chance to enjoy home-grown product for three-quarters of the year.

Chinn, who described the development at this week’s FPJ West Midlands conference, predicted the move could lead to the asparagus industry emulating the success seen in soft fruit, which has enjoyed years of successive growth.

It is exactly the sort of thing that meets the government’s requirement of producing more of our food ourselves, and personally I welcome it wholeheartedly.

And yet without question Chinn’s move will face opposition - from traditionalists, fellow producers and no doubt certain sections of the national media once they get hold of the story.

They will argue that the product will no longer be special, that it will lose its taste, and no doubt some will suggest that dubious production methods have been used to produce the crop. People won’t understand how a crop can suddenly go from three months to nine months of availability.

But early indications are that packs have been snapped up in the first M&S trial, suggesting consumers will welcome it. Asparagus has made huge gains in penetration in recent years, and if it means a chance for growers to get better margins and boost consumption it has to be a win-win.

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