The British asparagus season traditionally begins on May 1, but over the last couple of years, with the use of covered crops, asparagus has been available in small volumes from the first week of April.
“This year, with the warm spring we have had and the current fine weather, we are cutting earlier in significant volumes,” says Ross Baker, chairman of the British Asparagus Growers’ Group, which collaborates annually to promote the British season. By April 21, British asparagus was widely available across all multiple retailers and in the wholesale sector.
“I’m very pleased that the public is so keen on asparagus. It is nice to produce something rather special and seasonal,” says Victor Aveling, chairman of the Asparagus Growers’ Association (AGA).
A far-reaching promotional campaign should ensure many consumers will catch at least one article or programme featuring British asparagus in the next couple of months
Strong asparagus sales in recent years have spurred the industry into action. “We estimate that there is at least 20 per cent more asparagus in the ground than in 2006, and this has been planted in order to keep up with the increased demand, which we have seen for the product year on year,” Baker tells FPJ. “Increased planting leads to higher production volumes and reduces the need for imported product, which in turn means that sales of British asparagus will rise.”
Baker says new growers have entered the industry, and the AGA estimates there are now 130 commercial growers in the UK.
Barfoots of Botley began harvesting asparagus in mid-April. “Quality is very good and yields have been better than expected for this time of year,” says Howard Radcliffe, Barfoots supply chain director. “The hot weather has meant that this is the earliest we have harvested our asparagus in the last five years.”
Since 2005, Barfoots has doubled its asparagus acreage, now planting 180 acres. While it takes three years for plants to bear fruit, Barfoots will have larger volume available this season.
The company has invested in its asparagus operations, including new cooling facilities for its packhouses, and photo graders.
“There’s certainly strong demand for UK asparagus and we’ve got a real seasonal slot,” says Radcliffe. “The public really warms to the product and we are keen to extend the season whilst maintaining its seasonal impact.”
Western Asparagus Growers (WAG) Marketing Ltd intends to double its 2006 sales, according to Jim Oliver, ceo and director. The growers’ company, which markets Heart of England Asparagus, began harvesting crops under tunnels on April 9.
WAG Marketing is investing £300,000 in its packhouse equipment and systems. “Our growers have also invested heavily in harvesting and other field equipment to keep pace with acreage,” Oliver says.
Hargreaves Plants is at the forefront of new variety development and has already started to harvest this season’s new trial crop, 12 days ahead of last year. “A number of new selections exclusive to Hargreaves Plants have emerged much earlier than current UK standard cultivars,” says Marie-Laure Bayard, Hargreaves Plants’ technical manager for asparagus. “Once selected and commercialised, these will provide growers with the opportunity to naturally start their harvest earlier. Furthermore, the use of these new types coupled with protected growing structures means even earlier UK asparagus will be possible.“
“We know that imported product is available ‘on tap’, even during the UK season, so it is pleasing to see that UK growers have turned up the heat to meet increased demand with the preferred home-grown product,” says Jamie Petchell, manager of Hargreaves Plants’ operations in asparagus.
The company has significantly increased production of three cultivars - Pacific 2000, Ariane and Guelph Millennium. “Each one of these green varieties provides an improvement over the standard Dutch types,” Petchell claims.
Growers have dismissed concerns that extending the season will have any bearing on taste. Baker says: “There is no evidence of that based on the early crop we have seen. Covered asparagus does not grow any differently to outdoor asparagus, so the taste is the same. Asparagus grows when the soil warms up to around 10ºC, which happens more quickly when it is covered.”
“There is no evidence to suggest that crop manipulation techniques affect taste and quality at all,” agrees Oliver.
Successful PR campaigns have undoubtedly heightened asparagus awareness among consumers. With Wealmoor and Utopia joining Mack Multiples, Bomfords, Barfoots of Botley, Exotic Farm Produce, Kitchen Garden Produce and Flamingo to fund this year’s campaign, the industry is hoping for further gains.
“As sales have grown year on year, so the budget available to promote the crop has increased, allowing us to extend the campaign,” Baker explains. “As more packers enter the market, supplying British asparagus to the retail sector, so the pool of companies with an interest in promoting the product has grown and the available budget has increased.
“The core aims of the campaign are the same as they always have been: to promote British asparagus to consumers, inspiring those who have not purchased previously to try the product and to encourage those who buy already to purchase more frequently during the season. This has been a simple but successful strategy and one that has allowed us to grow the market without devaluing our product.”
At the heart of the campaign will be this year’s British Asparagus Festival. This will take place from May 27 to June 3 in Worcestershire’s Vale of Evesham - the traditional home of asparagus. Enthusiasts are expected to flock to the tiny hamlet of Bretforton to celebrate asparagus. The festival offers the opportunity to taste, buy and find out more about the spear-tipped vegetable.
The week of festivities kicks off with the traditional asparagus auctions and the focal point of the week is ‘Festival Day’ on May 28. TV’s ‘Flying Chef’, Rachel Green, will run cookery demonstrations and there will also be a craft fair, farmers market, silver band and tutored asparagus tasting.
Coverage for British asparagus has also been secured on ITV’s Saturday Cooks, Robbie Coltrane’s Incredible Britain on ITV and on Radio 2 with the Chris Evans Show and Steve Wright in the Afternoon.
Amidst all of the fanfare, growers are busy dealing with production challenges that involve matching supply to demand and dealing with unpredictable weather patterns. “Growers make a commitment to supply a given amount of product and are then reliant on the correct weather conditions to allow them to produce the crop at the right time,” Baker explains.
And while sales have risen in recent years, there remains room for growth. “Market penetration for asparagus is still reasonably low, at around 18 per cent,” Radcliffe says. “Asparagus is still perceived as a luxury rather than a mainstream vegetable.”
In addition, despite the reputation asparagus has of being an expensive vegetable, growers say one of the main challenges is to remain profitable. One says: “Supermarkets keep demanding more product and innovation with no real increase in prices for three or more years. Their promotion periods coincide with the early season, which is the most expensive asparagus to produce.”
Growers argue retailers need to accept that customers want an abundance of British product available in season rather than promoting asparagus by price alone. “We have a great story to tell about seasonality and Britishness,” Baker says. “We grow the best asparagus in the world; we generate more demand for it with each new season; this is not a story about price. Asparagus still has a very low penetration with many consumers only buying in the UK season, when it is at is best, and we need to generate that repeat purchase with an abundance of product in store.”
Approximately 50 per cent of consumers who buy asparagus in the British season only buy it once. Baker says the opportunity is there to encourage them to buy asparagus more frequently and enjoy it from now until the third week in June.
“The season is only ever a short one and we must make the most of it while it’s here,” Baker says. “The start of the asparagus season heralds the beginning of summer, with customers’ shopping habits changing to reflect warmer days, lighter evenings and the oncoming holiday season.”
With the industry hoping for even bigger sales this year, growers are optimistic that British asparagus will be on the minds (and lips) of the nation.
ASPIREUK GETS TIPS OFF TO FLYER
Hargreaves Plants markets and provides support for AspireUK, the internet-based support system for asparagus producers. AspireUK has been established to help growers make decisions about their crop through the use of root carbohydrate sampling.
Petchell explains: “AspireUK provides Carbohydrate (CHO) readings at times chosen by the grower, showing the condition of the crop and helping to ensure that the harvest carries on for the optimum time period.”
AspireUK may provide readings that ask the grower to consider an early finish to prolong longevity of the crop; it may also suggest CHO levels are such that cutting can continue for a few valuable extra days.
“The initial response to the system has been excellent,” claims Petchell.
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