Asparagus producers are hoping for a good 2005 with planting estimated to have increased by around 25 per cent.
Chris Kitchen, of Kitchen Garden Produce, said: “The last few years has seen a healthy increase is asparagus sales which is encouraging, but it means we’ve set ourselves tough targets to meet if we are to sustain that growth.
“We estimate that across Britain there is at least 25 per cent more asparagus in the ground which will be harvested in 2005.”
To ensure the momentum is maintained, a number of suppliers are joining forces again to promote the crop.
Mack Multiples, Bomfords, Barfoots of Botley and Exotic Farm Produce are joining Kitchen Garden Produce and Tuddenham Hall to fund a national PR campaign.
The campaign is now into its third year and aims to remind consumers of seasonality, said Kitchen: “The 2005 campaign will feature British asparagus alongside a range of foods which are in season in May and June.
“We have to encourage consumers to buy our product and retailers to support it if we are to have another successful season.”
Work is already underway on next year’s campaign, with support secured from celebrity chefs Anthony Worrall Thompson and Raymond Blanc. The programme will target a range of broadcast and print media and build on previous work.
According to TNS data, last year 29 per cent more consumers bought asparagus.
