Hertfordshire-based Stubbins Marketing is hoping to give a boost to the cucumber market with the introduction of a variety grown, one-bite, sweet and crunchy mini cucumber, which it is launching in Somerfield stores. It hopes to increase the range and interest in the underrated salad line.
The company's commercial manager Chris Rawlins explains: "Sales of classic cucumbers have remained virtually static and although we have seen the introduction of the midi, baby and even some Asiatic types, nothing has captured the consumer's interest sufficiently to establish any of them as part of the salad catalogue. The retail range, in most cases today, consists of the classic whole cucumber or the 'exciting' half cucumber."
With cucumbers a major part of the company's product portfolio and being a grower both in the UK and Spain, Stubbins initiated a market research project four years ago to review where to go next with the line. Rawlins says: "By coincidence, our investigation began at the time of the demise of baby cucumbers, which were 14-16 centimetres in length, and were included as part of the children's range. This convinced us further that research was urgently required and the result proved fascinating."
Results showed that there was a distinct difference in attitude between the under-35 and over-35 age groups. Rawlins adds: "In general the over-35s were satisfied with the classic cucumber sliced within salads or sandwiches and were not interested in an expanded range or change of taste. However, the younger grouping was looking for something different, an easily prepared, sweet, one-bite crunchy textured cucumber. With our product development criteria available, it was over to our technical and development team to start the search for such a variety."
Stubbins discussed with all the major seed companies the concept of a very small, sweet, one-bite cucumber and many were subsequently visited to assess breeding material and varieties which might meet the criteria. "Success in finding varieties producing a very small, true cucumber was limited. There were many offers of small gherkin types but these did not deliver the flavour we were looking for," says Rawlins. "However, a screening trial at Stubbins Fen Drayton Nursery was established with 20 varieties obtained from Europe, America and Israel. Two varieties from the same seed company consistently delivered both the highest yield and sweet subtle flavour preferred by customers and consumers."
A follow-up screening trial in their own nursery in Spain during the winter confirmed that these varieties could be grown successfully there. This showed that there would be no issues with year-round supply, with Spain as the winter source.
The mini cue is six to 10cms in length with a target width of no more than 1.5 cms, which makes it a scaled down version of the classic cucumber. Rawlins explains: "It is not a short-barreled shaped fruit which has previously characterised baby and other small cucumbers. At this stage it is not a cheap item to produce because of the numbers of fruit per plant and the amount of hand labour required to manage the plant and harvest the fruit. It is anticipated though, that with new varieties and improved crop production technology prices will reduce accordingly."
This year will see relatively small commercial production with the product due to be launched in late May to coincide with the main salad buying period of the year. Rawlins says: "This year we are gaining further crop production experience and although our small commercial crop will provide limited availability, more importantly it will give us the opportunity to look at the most suitable marketing techniques appropriate for this new product. We have decided to launch the mini cue under Stubbins own brand."
Rawlins also feels that the mini cues are a versatile product. He says: "We see the mini cue as a snack on its own, as the ideal accompaniment to the fresh salad - either whole or sliced in halves or quarters, certainly as a substitute for small gherkins, and when sliced as a carrier for dips. We believe we have a cucumber product that can take a strong place in the expanding salad range and play a major part in sexing up the salad of today."
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