The Asparagus Growers’ Association (AGA) has followed in the footsteps of the top-fruit fraternity and appointed Adrian Barlow as its direct link with the major supermarkets.
Barlow’s role includes liaison with major growers and category managers to track production and availability, balanced against multiple sales performance and pricing. A key element will be liaising to maintain buyers’ awareness of consumer preference for British product.
Longer term, the AGA believes these co-ordinated measures will develop opportunities for increased sales, as the crop continues to expand and the season widens.
Statistics provided by a high proportion of AGA members - who represent almost the whole industry - point to production rising from 1,812 tonnes in 2007, to 3,925t by 2010.
Multiples are estimated to take 82 per cent of the crop but, because of overall demand, still have to import 30 per cent of their requirements.
Speaking to a packed audience at the AGA conference, Barlow, pictured, said this scenario is very positive, provided the industry plans ahead.
He said: “British asparagus has commendably already increased. Consumption is going up quickly, and last year was 27 per cent higher. Customer penetration is now 14 per cent - but I believe that 25 per cent is a realistic target, so new production should not be seen as competition.
“The longer the season, the greater the opportunity. If we get things right with the multiples, it will uplift the results for everyone else.”
However, to persuade retailers of the benefits of stocking British, Barlow believes there must be greater knowledge in the industry to support the case and ensure returns are profitable, taking into account increased costs.
“Although we have moved a long way from speculative production, certain statistics do not exist at present to prove our point,” he said.
The AGA sees benchmarking as the framework and discipline to keep track of costs.
To this end, it is encouraging its members to use the blueprint adopted by grower Stephen McGuffie, to collate and submit their individual costings confidentially. This will then be set against industry averages to assess performance.
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