According to recent statistics, between 1993 and 2003 the total growing area of tomatoes under glass fell from 275 hectares to 165ha, while open field production dropped from 15ha to just 4ha. As a result, production of British tomatoes has almost halved in that time, falling from 38 per cent to 20 per cent, which might suggest growers are facing a drawn out cycle of decline as new challenges present themselves and imported produce continues to claw its way into the retail scene.
Those responsible for marketing British tomatoes remain realistic but ultimately convinced of their worth and, more importantly, their ability to sustain a place in the market.
“In my opinion the tomato industry is not in as strong a position as last season due to increased labour costs and fuel costs. However, 2004 was a year of significant price deflation and we have yet to see what 2005 will bring,” says Barbara Bray, tomato product manager at English Village Salads (EVS), Asda’s category manager.
Gerry Hayman, executive officer at the Tomato Growers’ Association (TGA), agrees that the financial burdens of last year were especially disappointing for British growers after a positive year in 2003. A particularly hot summer in that year had not only stimulated demand in the UK but also proved detrimental to crops on the continent, he says.
This year, the adverse temperatures in Spain have again put British growers in a stronger position early in the season. Clancy McMahon, category buyer at Sainsbury’s is expecting strong prices for early UK production. “We are also pleased that our volumes are running about five per cent above last year’s figures as well,” she says.
Despite a general decline in the number of growers over the last few years, according to Paul Faulkner, marketing director at Sainsbury’s supplier Freshlink Marketing, projects are in place to increase the number of glasshouses. He highlights the investment in 3.5 acres of glass made by one of Freshlink’s five constituent growers, Eric Wall Limited, over the last winter as one such example. According to Bray, volumes from Asda suppliers will also be slightly higher than last year owing to the availability of replacement glass, which will give higher yields.
Following last year’s poor returns, growers have been forced to re-evaluate their expenditures with ever-increasing efficiency. However, Faulkner claims: “UK growers are very resilient and incredibly ingenious in the ways in which they have looked at cutting costs.” Cost savings have generally been achieved by experiments with different techniques, which is essential, given the recent skyrocketing of fuel prices, he says, which account for a third of production costs.
“Some of our growers are looking at hanging gutters, which is still a relatively new method of crop production in the UK,” says Faulkner. “This is a lot more efficient in terms of how the pickers pick the fruit. Others are looking at ways of maximising light, which is one of the key limiting factors.”
Faulkner says Eric Wall has developed new glasshouse structures which will allow for more even and consistent distribution of light, in the hope of improving yields and reducing costs. In addition, the use of thermal screens, in the winter months, reduces the amount of fuel required.
Despite acknowledging the concern engineered by rising costs, Hayman suggests the retail price wars are the dominant issue for growers. “In real terms, even current energy costs are not out of line with historical figures. The price of energy would pale into insignificance if we achieved for our products anything like what they deserve to secure.”
Glasshouse producers have often been targeted amid concerns over global fuel shortages. Yet, Hayman claims this is unjustified and maintains tomato growers have become increasingly proactive in this respect. “Since 1975, we have more than doubled average yields without increasing fuel use,” he says. “This means we have halved fuel use per kiliogram or tonne of tomatoes. Our fuel use for transport is low. We have great opportunities for siting electricity generation plants (CHP) on nurseries to use the heat which is wasted through cooling towers in conventional generation, and some of the carbon dioxide which goes up the chimney, for tomato production.” In addition, the recent weather damage in Spain and Morocco must argue the case for the insurance brought about by reliable glasshouses, he says.
Growers continue to face competition from abroad but this is to be expected according to Faulkner. “Ten years ago, if you asked UK growers who their biggest competitors were they would probably have said The Netherlands. Now Spain has become a 52-week producer and last year we saw the introduction of tomatoes from Poland,” he says. “Competition is always going to be there, it is really a question of trying to market the attributes of British tomatoes.”
Despite the plummeting supermarket prices, certain retailers are increasingly looking to put their weight behind British tomatoes. “Sainsbury’s has always been a strong supporter of UK tomato growers and in recent years we have looked to increase this further,” says McMahon. “During the summer season I’d estimate around 70 per cent of our volume is British, which I believe makes Sainsbury’s British tomato growers’ largest customer, in terms of volume and value.”
Asda has also seen successful sales of British tomatoes this year, especially since December, says Bray. “In general, sales on 750g and six pack classic tomatoes have been lower than in 2004, but sales of vine tomatoes are stronger than anticipated even though retail prices have been higher than during the same period last year.”
These observations correspond with a nationwide trend towards speciality tomatoes. According to statistics generated from TGA members, which account for 85 per cent of the total national area, the overall percentage of growing area devoted to classic tomatoes has reduced, while speciality varieties, in particular vine-harvested varieties, have gained in area.
Between 2002 and 2005 the area of classic tomatoes dropped from 67.1 per cent to 58.2 per cent, while vine-harvested cocktail tomatoes increased from 6.6 per cent to 10.9 per cent of the vine-harvested segment of the category.
Peter Turone commercial director of Stubbins Marketing claims that of a total £500 million spend on tomatoes, £130m is now accounted for by speciality varieties, representing a 20 per cent increase in the last three years. “This underlying growth looks set to continue and the challenge for us as growers will be to provide exciting new varieties through new product development which can keep pace with consumer’s demands,” he says. To this end the company has been continuing varietal development at its Rhymey Valley site in Wales.
“New to Rhymney this year will be vine-cherry tomato Piccolo which is accepted as the best eating variety of its type on the market,” says Turone. “It is at the lower end of the yield scale and as a result will be sold as a premium product. The acreage of our variety, Golden Wonder, a orange midi plum on-the-vine has been increased in line with a successful introduction last year and an increased programme for this year. The variety has a unique flavour and a soft ‘plumy’ texture. It has gained favour in all taste trials.”
Stubbins has also increased its total tomato production by more than 50 per cent. “We have expanded the acreage being grown at our nursery complex just outside Cambridge,” Turone explains, “and have commissioned a new extension to the nursery which doubles the existing acreage and has allowed us to concentrate on vine tomatoes as well as cucumbers at the site. The new nursery extension already produced tomatoes last winter through to Christmas and the nursery is confident of a successful summer season.”
The supermarkets have been actively updating their offerings to comply with changes in demand. According to Kelly Colrein, marketing manager at EVS, round tomatoes are still the volume driver within Asda’s tomato category. However, the company has de-listed its Jumbo variety, since this only accounted for one per cent of sales and is working to offer it customers a more premium variety of Beef tomato. “Last autumn, following extensive customer research, Asda moved some of its vine tomatoes from its Extra Special range into its standard range and has developed some true ‘Extra Special’ varieties,” she adds.
Bray says that while traditionally, Asda customers have shied away from retail packs priced over £1.00, this trend is changing, which has afforded more support for British produce.
Colrein adds that consumers are increasingly driven by sentiment as well as price. “Asda has recognised that customers also like to buy British tomatoes” she says. “To meet this need, Asda launched the first nationally distributed British winter tomato which has been a great success despite having a higher retail price than imported varieties.” In May, Asda are launching Piccolo Cherry On-the-Vine, a Golden cherry tomato and a variety pack containing bite-sized tomatoes.
According to McMahon, Sainsbury’s customers are becoming equally adventurous in their tomato purchasing. “What is so interesting about the tomato category is the diversity within the range. We’ve had tremendous success with plum tomatoes over the last year and this is very much seen as a ‘traditional’ variety - volume growth has been running at around 17 per cent.”
Following the positive launch of its Supersweet cherry last year, Sainsbury’s will be increasing its distribution this year and has plans to launch a Guernsey-grown Pink Blush tomato later this year.
While some people might be dissuaded from buying British produce owing to an impression of added cost, Faulkner says it is important to consider value for money, which is achieved by a balance between cost and enjoyment. However, with a product range stretching from traditional round and cherry tomatoes at one end to speciality Santa and Supersweet cherry at the other, Faulkner claims British growers are able to cater for all corners of the market, and it is important they continue to operate in this way.
Rik Connor, business unit manager at Waitrose’ category manager Wight Salads, says while Waitrose supports UK growers by taking fruit from February through to November, he claims the company’s sourcing decisions are always grounded upon quality and flavour, since simply being British is not enough.
For this reason, Waitrose’s tomato range is planned to be 100 per cent British during the summer, except for the cherry on the vine tomato grown in Sardinia.
As well as taste and appearance, colour, smell and shelf-life are also important factors affecting purchase, according to Sakata UK technical manager, Kate Smart. “The product needs to remain firm until the consumer is ready to make the next purchase,” she says. “There is always interest in different colours and we are currently trialing a yellow Santa type, an orange cherry, a yellow cocktail truss and several pink beef varieties. Usually these varieties have a very good, sweet flavour, but they often tend to lack firmness and be prone to splitting.” As such, Smart says until these problems are eradicated it is unlikely that colours other than red will take a significant share of the market.
The company has been working on an additional offering to its successful Santa F1, which resembles it in appearance, identified as SC1-023. “The fruit is slightly smaller and very uniform,” Smart explains. “Flavour is excellent, similar to Santa but slightly sweeter.”
According to Hayman, disease control is one of the major selling points for British tomatoes, and sets them apart from Mediterranean produce, which suffers from poor pest control and associated viral diseases.
“British tomato growers typically spend 10 times as much on natural enemies for biocontrol and bumble bees for pollination than they do on pesticides. There are no residue issues with British tomatoes and heated glasshouses make biocontrol reliable and effective.”
Following the success of last year’s inaugural British Tomato Week, the TGA is gearing up for an even wider spread of promotional activity for this year’s event, scheduled for May 16-22. Plans for the week include in-store promotions and competitions in many of the major retailers, nursery visits particularly aimed at schools, and cookery demonstrations.
Sainsbury’s McMahon says they will continue to highlight British produce and identify growers to give customers a choice. Asda will also be highlighting the locality of its product and welcoming the opportunity to gauge consumer interest, Bray says.
Stubbins will similarly be promoting the Welsh origins of its fruit, which will be reflected on the consumer labelling. And the company will also be exhibiting at the Royal Welsh Show, Turone says. “We want to send a message to the public that the quality and range of tomatoes available to them is at an all time high.”
According to Bray the number of key Asda British growers is continually expanding and EVS is approached every season by growers wanting to supply Asda. “I feel that our growers are viewed within the industry as being successful and supported by their client,” she says.
However, the changing market continues to raise questions for them, she claims: “Growers are concerned about sales of their tomatoes. For example, will there be less classic tomatoes sold in the future? Will they need to diversify into speciality lines?”
And the every day low cost of supply is more of a concern for growers now that Asda has shifted its focus towards high quality, she says.
Waitrose will continue to stock British tomatoes as long as quality is not compromised, Connor says. And with the company’s support, as it gains success, larger volumes will be required. “In 2004/05 Waitrose growers have been building new glass, and, being close to the growers, Waitrose attempts to ensure that the returns are at a level for replacing their less efficient glass in the future to ensure that they can maintain competitiveness.”
Faulkner underlines the importance of forging such links and praises Sainsbury’s commitment to Freshlink’s constituent growers. “Long-term relationships are what growers are looking for so that they can look into redevelopment of their businesses,” he concludes. “It is tough, but it always has been and the growers know what they need to do. Over the next few years I think we will see a lot of glass going up in the UK and that will be the sign that the industry is moving in the right direction.”
TOMATOES UNDER STARTERS ORDERS
Promotion for British tomatoes got off to a flying start earlier this month at the Countryside Live event organised by the Countryside Foundation for Education at Haydock Park Racecourse.
Tony Bilsborough and the Greenery UK’s events team were joined by Peter Lansdale of Lansdale Nurseries at Scarisbrick, near Southport, to show off Lansdale’s first ‘Dasher’ baby plums.
“It fits in to what the TGA is all about,” said Lansdale. “Getting out, meeting people and, by sampling and talking to them, raising the awareness of the quality and flavour of local tomatoes. The day was a great success. When I was invited to the event I knew it was going to be tight getting product to sample for the day but with the first deliveries going into stores at the weekend the timing proved to be just right.”
Chef Noel, who lent his support, was equally enthusiastic. He said: “It was great to see all the coaches arriving, around 1,500 happy smiling faces - it was great fun, the students enjoyed the tasty baby plum toms and the rest of the events.”
Countryside Live was the first of four nationwide events planned for 2005 to target city-based schools, inviting them to visit the countryside and learn more about it.
Bilsborough highlighted the importance of such exposure: “We have to be ready to respond to any opportunity to promote fresh produce to school children,” he said. “Today was a great one, and this year there will be many more, we’re ready. And we’re under starters orders.”
PEST CONTROL REMAINS A CHALLENGE
Independent agronomist Gwyn Roberts says pest control is becoming ever-more challenging for tomato producers. “There are pressures from the customer point-of-view to go down the biological control route,” he says. “But, that’s becoming more difficult as a more diverse range of tomatoes with minimal resistances are grown for supermarkets.” He maintains that a heavy reliance on biologicals can be used alongside targeted chemical spot applications with over-all treatment applied when necessary.
Roberts says that as the warmer spring weather heats-up the glasshouse structure, the mites will emerge from diapause. He recommends introducing phytoseiulus as soon as the classic leaf-spotting symptoms of mite activity are noticed. “But mites quickly spread, travelling on crop workers row to row,” he says. “As the phytoseiulus take over they do deliver good control, giving growers a respite period.” However, they are greedy predators that will use all their food sources and risk starving themselves out, he warns. “In their absence, spider mites will be back by mid-summer. It’s then crucial to achieve a high level of control to prevent hibernation and a bigger problem in spring when they emerge again.”
Roberts is aiming to increase autumn control from 95 per cent use of biologicals to close to 100 per cent with an over-all spray treatment in late August and mid September. Since chemical treatments for integrated spider mite control are fairly limited, he says they have been very reliant on Torq (fenbutatin oxide). “Up until last year there was very little else that was effective,” he notes. Oberon (spiromesifen), which was approved for whitefly control in 2004, has incidental control of spider mite, and Roberts says that where it was applied last autumn, there are no signs of emergence yet this spring.
Evesham-based grower Robert Hale has taken an integrated approach to control, introducing biologicals encarsia and macrolophus from the beginning of the season. But striking the right predator-prey balance still presents a challenge, Hale says. “Above 20°C encarsia will breed more quickly than the pest, but below that temperature threshold, it’s the other way around.” He uses yellow cards and spot cucumber plants that are particularly attractive to whitefly to aid early identification and spot sprays of Majestik or Eradicoat are applied to hotspots developing on cucumber plants or within the tomato crop. Hale says by spraying only the top 18 inches of plants, the biologicals survived and excellent control of both whitefly and spider mite was achieved.
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