There is nothing wrong with giving a fresh produce consumer as much information as possible. Indeed, hopefully it goes part of the way to creating a better understanding of the intricate seasonal supply calendar that ensures there is year-round continuity. That said, I often wonder how many shoppers fully read the labels, including the small print.
While the emphasis is on volume and price, there are still specialities coming forward, enhanced by marketing descriptions that are often as flowery as the horticultural blooms that arrive in the build-up to Easter.
Some are simple messages that are also designed to enhance the selectivity of the multiple concerned, such as the limited edition Spanish strawberry punnets priced at £2.49 for 300g, which are a feature in Marks & Spencer’s berry display.
While recent reports indicate that the Spanish season is as much as four weeks late this year due to inclement weather conditions, Amara is one variety that has already made it to the shelves. It is described as the connoisseur’s selection, is only available in limited amounts and has been heralded as the new king of strawberries.
In a similar vein, as part of M&S’s new Perfectly Ripe plum range offering “fantastic new colours, flavours and textures”, South African variety Dapple Dandy is a new line, priced at £2.99 for six fruits.
Less obvious, I noted, is that Morrisons in its Best range is further sub-branding with Dolce Rosso tomatoes, from Italy (£1.48/220g), which if my linguistic skills hold up translates as “sweet red”. The variety is actually Piccolo.
The supermarket is less specific on detail when it comes to Lancashire-grown salads, with lettuce being simply identified as “Hothouse” and “Curly” respectively, both priced at 69p.
On the citrus front, Waitrose has turned to Tunisia for a variety that is seldom seen and has something of a chequered past. Maltaise Sanguine has made its appearance on the market from time to time, but is packed so full of juice that when it first arrived many years ago it was considered by many experts as too fragile and thus subject to high levels of waste. But times and handling have improved over the years.
Local sourcing is all the rage, and as spring arrives the first English asparagus is already on show. Tesco, with the help of S&A Produce, has asparagus tips on offer, designated as not just grown in Worcester, but in Great Witley.
Could this be the start of a trend where specific villages rise to fame, in the same way that Stilton has become intrinsically linked with one of the UK’s most famous cheeses?
Finally, it might be a trick of the light, but are avocados getting smaller? There seem to be more and more twin packs, nets and even single fruit on display, some of which hardly constitute a real portion.
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