Open a popular recipe book and it is guaranteed that herbs are likely to feature heavily on the savoury pages. We may have less time to spend in the kitchen but when we are ready to prepare something from scratch, the chances are basil, coriander or parsley will make a welcome appearance.
Herb consumption has risen dramatically in a relatively short space of time as health-conscious consumers are ditching salt and incorporating herbs into their everyday diet. However, while observers anticipate a buoyant future market, it is unlikely that the levels of growth will keep pace with years gone by.
“I believe that the growth we have seen over the past five to 10 years was the boom time and sales will naturally level (but at the higher level),” says Matthew Prestwich, chairman of the British Herb Trade Association.
The main opportunities for producers include improving the quality of herbs reaching the end user and ensuring that useability is as high as possible so that customers are getting good value for money. That is the opinion of Arava’s UK general manager, David Crossland.
The UK is an important market for the Israeli-based producer, accounting for some 40 per cent of sales. Arava is on course to market 2,300 tonnes of herbs this year and of this figure, just over 1,000t will be exported to the UK.
It has been a busy time for Arava and over the last year, the firm has secured new customers in the food processing and catering sector. Activity in Europe is also picking up.
Basil, rucola and chives represent Arava’s three best selling herbs in the UK. “I don’t anticipate a divergence towards other herbs in the near future although sales of second tier herbs such as coriander, parsley and rosemary are rising,” Crossland says.
These herbs are commonplace in the UK market but supporters are keen to take herb consumption to the next level.
“The less widely used herbs now need to step up to the plate as their uses have not been exploited fully,” Prestwich says.
Indeed, most consumers will be familiar with the herbs basil and rosemary but how about samphire? Or micro basil? Not exactly household names, but leading Israeli herb producer Agrexco believes a market exists for these exotic sounding herbs.
“We’re working on a number of initiatives and are looking very closely at sampling some new herbs including samphire,” says Mike Caddy, Agrexco’s product manager.
Samphire is a sea herb which is eaten with fish, pasta, salads or a replacement for exotic vegetables. Initially, the herb could only be found growing wild in parts of Europe and north and central America but in recent years it has been developed alongside research stations in Israel. Samples have been sent to supermarkets and the foodservice sector.
Micro-basil is another herb Agrexco is trialling. Although it is being sent out to Agrexco’s customers, it is not yet at a commercial stage.
“Mico-basil is a quarter of the size of normal basil and is one step up from basil shoots. We’re offering it in punnets and it makes a welcome addition to salads,” says Caddy.
One herb that is beginning to find favour is horseradish. Agrexco began marketing horseradish last September and the multiples, in particular Asda and Tesco, are showing signs of interest.
“It takes time to build up market demand but I think herbs such as horseradish that are hot and/or spicy definitely have a future,” Caddy tells FPJ.
Agrexco plans to exports around 2,000t of herbs to the UK this year and despite increased competition both in Israel and Europe, the UK accounts for approximately 30 per cent of sales.
“The UK market is becoming more experimental and consumers are using herbs to add flavour to a meal,” Caddy says. “However, although most people are educated about the food they eat, there can be an inability to transfer that knowledge into use of product.”
“If we can get more people to experiment with any number of herbs such as chives and dill, consumption would rise. It’s a cultural thing, Germany is a huge user of chives, consumers there think nothing of chopping up chives and adding them to cream cheese or salads. That’s what we need to see in the UK.”
The UK is Swedeponic’s second largest market after Sweden, a tough market to beat considering the annual consumption of potted herbs is an impressive four pots per person.
“Basil, parsley and coriander are our three best selling herbs, but thyme and flat parsley are also gaining in popularity,” says Swedeponic UK’s commercial and operations manager, Jenny van Gemeren.
Swedeponic sold 40m pots of herbs in 2005 and anticipates an eight per cent increase in sales this year. Retailers account for 90 per cent of sales in the UK, the balance being made up from sales to wholesalers and the foodservice sector.
The company produces potted herbs within seven production sites across Europe and its UK site is located in Bourne, Lincolnshire. All the herbs grown there, which take on average five to six weeks to grow, are sold to the UK market.
“One of our major strengths is having the backup supply from the seven sites across Europe which are all harmonised by using the same pot size and grown to the same specifications,” says van Gemeren. “100 per cent product availability is a key factor in increasing sales and it is important that consumers are not disappointed.”
As all of Swedeponic’s potted herbs are grown in glasshouses, the company has embarked on a number of possible measures in an attempt to offset increasing fuel costs.
“We’re currently looking at the possibility of using alternative fuel sources like cardboard burners and CHP units,” says van Gemeren. “A thermal screening system will also help to keep heat within the glasshouse longer, which will in turn save on heating costs.”
Basil is the only herb Arava grows under heated conditions, but Crossland notes that higher fuel prices will impact on profitability as transport and airline costs will be affected.
“All our clients are under continuous pressure to reduce their costs and the only way to do this is to increase efficiency,” he says. “However, there isn’t a huge potential to cut costs.”
Packaging could be one way to make savings and Arava is currently conducting experiments to increase the amount of herbs loaded on to a pallet. “The first trial shipments will enter the UK in late March and we’re hopeful of a good response,” Crossland says.
Following recent developments in seafreighting, Caddy also believes that this could be the way forward. “We’ve seafreighted some of the hardier herbs such as rosemary, thyme and sage for the past couple of years,” he says. “The transit time from Israel to France is only three to three-and-a-half days and then herbs are trucked to the UK.”
“There have been a lot of improvements in seafreight and I think that it could offer logistical solutions. When herbs are airfreighted, there’s a lot of stopping and starting, herbs are put onto the plane, taken off, inspected etc. There isn’t so much of that when herbs are seafreighted.”
The herb sector is enjoying healthy growth but canny producers know that there can never be room for complacency. Many are continuously evaluating their operations to ensure they stay at the top of the pile.
“Agrexco is Israel’s leading herb producer and research projects are ongoing to produce better quality coriander and breed better varieties of oregano,” Caddy says. “We’re also looking at producing more temperature controlled basil that’s better suited to the cool chain.”
Swedeponic Holland, which is the largest production site within Swedeponic, is also where some of the company’s cutting edge developments are taking place.
“Our innovative project involving cut herbs in re-sealable packaging, which guarantees improved shelf life, has enabled Swedeponic Holland to offer a total herb category solution to its customers, something which could eventually be offered to all markets,” van Gemeren says.
These days, food safety issues are of the utmost importance and Arava notes that following recent EU food hygiene legislation, the levels of different types of bacteria found on herbs is coming under the spotlight.
“Arava routinely tests herbs and we’re currently building up a database to log our extensive food safety testing,” Crossland says. “This information will be passed on to customers.”
The firm is also conducting seminars with its growers focusing on the quality of herb production. “We’re spending lot of time with the growers to take them one step further and we’re looking hard at field-to-fork issues,” Crossland says.
“We’re trying to be proactive and get ahead of the game rather than simply being reactive.”
Tozer Seeds is the UK’s leading independent vegetable breeding company and believes that herbs have a lot to thank pre-prepared salads for. “The biggest user of herbs is the salad sector,” says sales director Steve Winterbottom. “A number of herbs such as coriander, basil and rocket have crossed over into the salad bags.”
Innovation is a priority for Tozer Seeds and the company has introduced several new herb varieties in recent years such as lemon coriander and sky rocket. The firm also has high hopes for Confetti, a new coriander variety, that has recently been released.
“The leaves of confetti are very fine, almost like carrot tops,” explains Dr Jamie Claxton. “It will work well in salad bags.”
Improving on existing herbs is also a priority. “We’re developing better varieties of herbs, ones with a longer shelf life and that are slower bolting and have better leaves and colour,” Claxton says.
Indeed, rocket is one herb that has made huge strides and Winterbottom notes that when it was first introduced, its very thin leaves meant that rocket quickly deteriorated.
However, newer lines such as sky rocket and voyager ensure that product is hardier and more upright. Sky rocket also grows quickly, making it suitable for winter production.
In terms of new developments, micro-herbs are coming under the spotlight and Tozer Seeds believes that this development could find a following in the UK. “Micro-herbs are popular in the US and Scandinavia and could work well in the UK market as they’re grown under controlled conditions,” says the firm’s Jim Juby.
“Micro-basil is leading the way with its purple colour and intense flavour but other herbs such as micro-coriander and majoram could also do well.”
No-one has a crystal ball but having to keep up with, and where possible, ahead of the times is the order of the day. Winterbottom notes that huge demands are placed on seed manufacturers and it can be challenging knowing which crops are going to be in vogue and which ones will fall from grace.
“We have to forecast years in advance and make changes according to the market,” Winterbottom says.
Israeli organic seed-breeder Genesis Seeds launched its newly branded herbs line Genesis Select Herb Seeds last month. The range includes more than 40 varieties such as Genesis-selected Summertyme thyme and Syriaca marjoram.
“At Genesis Seeds we focus on special seed varieties where we can stand out and make a difference,” says Dr Isaac Nir. “ The UK herb market is one of Europe’s largest and fastest growing markets - I read recently that between 2000 and 2005 fresh herbs sales in the UK grew by 124 per cent - thus it is of great interest to Genesis. Since retailers and growers are looking for the high quality that our special herbs seed varieties offer, we see a perfect match for our products.”
Genesis reports that its line of hybrid organic Basil seed varieties, including its Aroma F1s Genovese type basils, are finding favour. “We expect to see the three figure growth we saw in 2005 to continue this year and into 2007,” Dr Nir says.
“Our other basils are also enjoying strong market adoption. Basil, especially new unique breeds, like those that Genesis offers, which offer added value for growers (such as disease resistance or high uniformity and productivity) and for retailers (such as extended shelf life and attractive shape and colour) are gaining in popularity. Organic herbs seem to be gaining market share, too.”
HERBS FROM HOME FARM
Herbs can be grown and dried successfully in the UK. So says Norfolk Finest Herbs, a company that produces 18 individual dried herbs and 12 herb blends. Established in 2000, NFH is based in Breckland on the Norfolk/Suffolk border and believes the area’s light soils and irrigation resources are ideal for growing herbs.
“We want to make Norfolk Finest Herbs a name on everyone’s lips when they think of dried herbs,” says the company’s director Rosie Chandler. “We plan to introduce more blends to our range and get the message across that the UK can produce top quality dried herbs.”
Cutting and drying normally begins in late October and Chandler notes that herbs are in the drier within one hour of harvesting.
The company’s herbs are packaged at Home Farm and sold directly to retail outlets throughout the UK, as well as wholesale and catering markets.
SPRING THYME OILS UP
Herb processor Spring Thyme manufactures infused oils made from fresh herbs. The firm sources some 50 per cent of its herbs from Israel, and volumes are backed up by Spain and when in season, the UK.
“Our top selling products are herb oils to other food manufacturers, and basil, rosemary, mint, oregano, tarragon and coriander are the most common,” says Ken Williams, Spring Thyme’s sales and marketing director. “For our infused oils destined for supermarket shelves in bottles, however, the most popular varieties are garlic oil, followed by basil, then chilli and lemon oil.”
The firm recently began basil trials with a Colombian-based grower-importer. “This is primarily due to difficulties in obtaining material from the northern hemisphere over the last few months coupled with EU suppliers imposing significant price hikes,” Williams explains. “Although it’s early days, it will hopefully give us another option in the medium to long term.”
