Spalding-based Hargreaves Plants Ltd is reporting record strawberry plant sales in 2005 and sees underlying trends that illustrate changing varietal preferences in the UK marketplace.
Rupert Hargreaves, commercial director, has one word to describe this year’s strawberry plants - “phenomenal.”
Outstanding results for field-grown plants of Elsanta in particular are largely attributed to a two-year production development plan.
Following extensive agronomy advice, Hargreaves Plants made a considered decision to sterilise all production fields with Chloropicrin, whatever the indications from soil tests. The company has also invested heavily in irrigation and other equipment to add sophistication to the production management process.
“In terms of capital and sterilisation, we have invested over £400,000,” said Hargreaves. “So we expected an improvement, but nothing like the result we are seeing now”.
He added that plant quality of the widely used Elsanta 15mm+ crown diameter has been “without doubt, the best we have ever grown,” claiming that no Dutch or English plants could better it.
Hargreaves is equally positive about early sales of everbearers. “Concern about the future of Everest last year seems to have diminished to the extent that we are effectively sold out earlier than ever before,” he said.
Demand for everbearers is so buoyant, he adds, that all contending varieties are in demand. In addition to Edward Vinson-bred Everest, Hargreaves reports increased demand for Flamenco; the two new limited release EMR varieties, Malling Opal and Malling Pearl; and Diamante sales are holding up, too. “The newly introduced University of California variety, Albion, is almost sold out and reports on the fruit quality both in Spain and California seem sure to create future demand,” he claimed.
Despite sustained interest in the market leader, Elsanta, new summer fruiters like Sonata, from the PRI Holland programme, and Darlisette, out of the Darbonne programme, are being keenly sought as multiple buyers respond to consistent quality.
Hargreaves concluded: “There is a range of really good new introductions fighting for market share and to replace old favourites.”
