To many of us, Christmas seems to start earlier and earlier; Christmas cards and mince pies in the shops during September no longer seem unusual.
But spare a thought for UK retailers - it must always seem like Christmas at Tesco and Asda. “We start our Christmas planning immediately after the festive period when customer feedback is fresh and we can work on the issues and ideas presented to us from our research,” says a Tesco spokesperson.
According to Asda’s produce marketing manager, Breda Jones, the retailer begins planning for Christmas in January. “We need to start this far ahead to allow our growers time to plan their volumes,” she says.
It is in November when Christmas fresh produce lines make their true presence known. Consumers shopping in this month face the whole gamut of juicy satsumas, hearty chestnuts and Brussel sprouts.
Let us face it, Christmas would not be Christmas without stuffing yourself full of food in front of the telly and if you are very lucky, a roaring fire.
“Our biggest sellers are always the basic core seasonal ranges such as potatoes, sprouts, carrots and parsnips, along with other favourites such as clementines, apples, cranberries and nuts,” says Tesco, adding that in the run up to Christmas, generally everything sells well.
Asda also notes that its best sellers are satsumas and traditional winter vegetable crops, although other items also get a look-in. “Asda has seen an increase of prepared lines to really help our customers have an easy Christmas as well as celery, carrots and peppers for crudités,” Jones notes. “We stock an excellent range of good quality prepared fruit and vegetable lines and are increasing all our volumes in line with growth.”
Asda’s new plants and flowers range, which will land in stores in early December, will contain such traditional items as poinsettias and mini-Christmas trees. However, there will also be some unusual lines such as Solanum, bamboo and antheriums.
Over at Tesco, the UK behemoth introduces a selection of new products specifically for the Christmas period only. These include such gourmet fare as Brussel Sprouts stalks, red cabbage shredded with cranberry and spice dressing and gourmet salads.
In addition, Tesco is putting seasonal lines of interest on aisle ends to promote both seasonal eating and British products.
“We continuously review products to see which are popular with customers and this year, produce will be focused on delivering an ‘every little helps’ Christmas by ensuring unbeatable availability, quality and prices across the full range of products,” says Tesco.
When questioned about the potential lack of Spanish citrus volumes this season (due to the country suffering harsh frosts in key growing areas), Tesco believes this will not affect what is on the shelves. “We feel confident that we can fully satisfy demand on citrus fruits,” says a spokesperson.
It is not just retailers who have their hands full at Christmas - it is also a hectic time for winter vegetable growers. Love them or hate them, Brussel sprouts are a staple Christmas food and a traditional Christmas dinner would not be the same without at least one turning up on the dinner plate.
The sprout season starts at the beginning of September and runs until the end of March. While the main bulk of sales are during the Christmas period when demand increases five-fold, there is a strong possibility the season can be extended in the future to accommodate year-round demand.
In terms of acreage, the largest sprout growers are based in Lincolnshire, although a few large producers are also located in the Cotswolds, Lancashire and Scotland.
“Brussel sprouts grown in this country are fresher and are grown to exceptional quality and good husbandry,” says Roger Welberry, chairman of the British Sprout Growers Association. “Sprout acreage overall has dropped but production has been sufficient for normal demand. It’s only at Christmas time when we supplement stocks by buying Dutch.”
According to Welberry, the new season has got off to a flying start, with some growers packing up to three times more than usual.
Prices are similar to 2004 and yields may be slightly lower this season due to a drought in June, although Welberry notes that plants are growing well.
He believes that as well as excellent quality this season, there could be another reason for increased demand. “Perhaps the BSGA promotions, which bang the drum for the health benefits and taste of new British sprouts, are not falling on deaf ears,” he says, adding that future promotions should continue in the same vein.
The fresh produce industry is always looking to introduce new varieties and concepts and the sprout sector is no exception. We have had purple carrots, berries come under almost every colour of the rainbow and now it may be time for red sprouts.
While red sprouts are unlikely to enter the mainstream, observers note that the colour could attract those looking to make a splash at dinner parties.
“Actual sprout seed is an old variety, and while red sprouts aren’t exported at the moment, we could do so if demanded,” Welberry says.
Convenience in this day or age is always going to attract cash-rich, time-poor consumers and ready-to-cook vegetables consistently sell well. According to Welberry, a prototype machine has been developed which trims sprouts ready for the pot. That is bound to please whoever spends hours slaving over the Christmas dinner.
PINING FOR REAL TREES
Ask anyone about Christmas and you’re guaranteed someone will say Christmas wouldn’t be the same without a real tree. The majority are sold through garden centres, although canny customers also explore other avenues.
“Buying directly from the grower, by visiting the farm or over the internet, is the latest growth area,” says Roger May of the British Christmas Tree Growers Assoication. “The majority of British trees are available from the last week in November and it is better to buy as close to Christmas as you can.”
May notes that over the last few years, the biggest seller has been Nordmann Fir, followed by the traditional Norway Spruce. “Demand for real Christmas trees has grown every year for the last decade,” he notes.
A popular tree on the block is Fraser Fir, while pine trees, known for retaining their needles, are enjoying fewer sales compared to previous years.
UK Christmas trees will also see less competition than previous years, as a number of countries, including Denmark, are reducing their exports, following subsidy cuts.
May argues a strong case for domestically produced trees. “British grown trees are fresher, excellent for the environment and therefore help to sustain wildlife and counter climate change effects within the UK,” he notes.
“UK growers have developed high quality trees for the British market and with the greater willingness of the customer to visit farms to make tree purchases, there is a good feeling within the small industry towards the future.”
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