Looking at the headlines that began in the Sunday Times concerning allegations in the potato trade, and following shock press releases revealing problems with the largest top-fruit investment for many years, it has been quite a week as far as British horticulture is concerned.

With fewer producers, category managers and retailers being dependent on each other, the fallout from both announcements will probably be felt along the distribution chain for several months, if not seasons.

But at the same time, the confidence radiating from the asparagus industry when it gathered at Warwick HRI proved that every dark cloud has a silver lining.

Explaining, however, how this sector has continued to rejoice is more complex, and rather like a variation of the problem of which came first; the chicken or the egg?

Traditionally, because of the combination of climatic conditions and established expertise, the British have consistently shown they grow an excellent product.

However, the crop has moved from luxury status into the mainstream, mainly because of year-round availability thanks to sources such as Peru and Thailand, thus making premiums more difficult to come by.

Asparagus growers so far appear to have withstood this pressure, and have had the confidence to make long-term investments in substantial planting which, according to the Asparagus Growers’ Association (AGA), will probably double in volume within the next three years.

But more product crammed into the short eight-week season could, on paper, look somewhat dangerous, giving the multiples the opportunity - unless the market can be expanded - to apply pressure.

An awareness that this could happen has been the driving force behind the popularity of using protected covers and the latest innovation, underground heating, to achieve an earlier start.

Just how far this might go is debatable. I have already heard talk over the coffee cups that, eventually, the promotional starting date could end up on Valentine’s Day.

At least the AGA has this year had the practical sense to deem that the season will “officially” get underway on St George’s Day (April 23), rather than May 1. Nevertheless, the challenge will be to maintain the crop’s seasonal image, as more and more asparagus arrives even ahead of St George’s Day.

So, looking to the future, the recruitment of Adrian Barlow as the industry’s direct marketing (as distinct from selling) link with major customers is timely.

Early spring may offer the British a promise, but it is also one of the times when imported spears are at their cheapest on the shelf, and are continuing to arrive to fill our own seasonal gap, simply because of the lack of volume.

The asparagus industry is an enthusiastic sector, and one that can be proud of its excellent pedigree. The benefits that Barlow will bring - which he has proved for the apple industry - will be achieved by constantly convincing retailers there are excellent marketing opportunities to be had, which do not have to be driven unnecessarily by price.

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