Growers have described demand for this season’s British asparagus as “phenomenal”.
Chris Kitchen, spokesman for the Asparagus Growers Association, said: “Right from the start of the season orders from all the major multiples were high and they have continued to rise throughout May and into early June.”
He said growers had collaborated across the UK to meet that demand. “To say we’re delighted with the effect of our efforts would be an understatement.”
While the UK season is starting to wind down, the AGA expects demand to remain strong throughout the year, producing increased 52 week figures.
According to TNS data, sales were up 30 per cent for the 12 weeks to May 30, while volumes sales were up 31 per cent on the same period last year.
Household penetration was also significantly increased, up from 4.8 per cent last year to 8.9 per cent this year, breaking industry targets for a one per cent increase.
Kitchen said: “The impact of the national public relations campaign run to support the season has grown each year.
“The third year of activity has generated a huge uplift in interest which is demonstrated in these astonishing results. The penetration figures indicate a remarkable increase in consumers who want to try British asparagus and the volume and sales figures show they are continuing to buy the product throughout the season.”
The PR campaign saw coverage gained across television, radio and print media to an equivalent value of around £1 million.
The use of polytunnels this season also meant produce was available early this year, which generated a great deal of press coverage.
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