Lancashire grocery business Booths has launched new Dug This Morning carrots in store, following the success of its Dug This Morning potatoes over the last two years.
“We have just had our third season doing Dug This Morning potatoes, and they have been so popular with customers we decided to extend to other vegetables too,” said Booths buyer Gail Jordan.
The carrots are picked between 1am and 3am by Lancashire farmer Sean Mallinson, who also provides Dug This Morning potatoes to Booths. Carrots are taken to shops by 7am and are on the shelves ready for the first customers when the store opens.
As with the potato range, the season will be very short, running for just three to four weeks.
“We have been selling unwashed carrots for some time now, which have proved a real hit with shoppers because of their natural appearance and flavour,” said Jordan. “Combined with the success of the freshly dug potatoes range, we thought it seemed only logical to launch Dug This Morning carrots.”
The fresher a carrot is, the higher its vitamin, mineral and antioxidant content, so as well as having a great flavour, these vegetables are jam-packed with nutrients, says Booths.
“Speed of delivery from the soil to the store is so important, because fruit and vegetables lose vital vitamins from the moment they are picked,” said Jordan.
The produce will be displayed in store next to Dug This Morning potatoes, and will retail at £1.79 a kilo.
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