Prospects for home-grown sweetcorn are shaping up well as many producers begin harvesting their crop. The UK season normally runs from late July to mid-October, following supply from the Mediterranean and ahead of exports from the US. This year, a number of producers are increasing their production.
Barfoots of Botley is optimistic about the upcoming season. “Generally, growing conditions have been good,” says Howard Radcliffe, supply chain director. “We have had a warm spring and periods of dry weather, followed by fortuitous rainfall.”
Barfoots will stage Cornfest once again this year, following last year’s cancellation due to poor weather. The festival, which celebrates the start of the English sweetcorn season, will take place on July 25.
As producers gear up for the new season, Rebecca Edmonds, S&A Produce’s PR and planning manager, is optimistic about the deal. “I was speaking to my technical team and sweetcorn grew 10mm in the first weekend of July,” she adds. “We have enjoyed optimum growing conditions.”
S&A Produce has almost tripled the acreage on which it grows sweetcorn, from 242 hectares in 2008 to 700ha this year. “We enjoyed a good season in 2008 and have increased our contracts with a couple of supermarkets this season,” Edmonds says. “Market conditions look good.”
Due to the increased levels of production, S&A has invested in a sweetcorn packing line and a Samco bioplastic drilling system this season.
Barfoots has also ploughed funds into its sweetcorn facilities and invested in a patented mechanised process. “This investment has increased product shelf life and it gives retailers the option to increase their availability on shelf, as well as benefit from a reduction in stock loss from reduced volumes of out-of-date product,” Radcliffe explains.
There will be more sweetcorn from Greyfriars UK Ltd this season, as Hamish Anderson, group marketing director, says the producer has had a lot of new customer interest based on its successful crop last year. As a result, Greyfriars will be increasing its production by 20 per cent. “Growing conditions in July have been fine - good sunshine hours are important in crop ripening, so we are all set for a bumper harvest,” Anderson tells FPJ.
Greyfriars’ most northern plantations are typically 10-14 days behind the southern crop. “A diversified regional plan works well, as this means reasonably local corn for many in the country if an area is hit badly by weather conditions and the crop yield suffers; the balance can come from neighbouring counties,” he explains.
All producers agree that if the weather is good and hot conditions prevail, sweetcorn demand should be strong.
Many growers, including Mark Stroud of Culver Farms, are optimistic that there will be an improvement on last year, when sales were depressed by heavy rainfall and poor weather in general. Warm weather conditions in late June and early July have already boosted retail sales of soft fruit and salads, so sweetcorn producers are hoping that their sector follows suit.
Even though July proved rainier than initially forecast, the UK is expected to enjoy a warmer and drier August and September.
Demand for local food has been in the headlines in recent years and Edmonds says that consumers are as interested in local sourcing and provenance as they have ever been. She is confident that demand for UK produce is on the increase.
However, according to Anderson, demand for local sourcing and provenance depends on the customer, as well as the consumer. “For some of our customers, local provenance is very important and is a key point of difference for them and their shoppers, and as such is just important today as it ever has been,” he says. “For others, local is less important as long as it is UK-grown and the region is clearly labelled.”
Price, as well as a good impression of previous purchases, is highly important. “We found from our research that if all is equal - quality and value - then provenance has a place, but it is a later decision in the hierarchy of purchase and will not override the primary purchase drivers,” Anderson explains.
Retailers shift sizeable volumes of sweetcorn, although other outlets such as corner shops and traditional markets also move large quantities. Peter Davis, managing director of Davis Worldwide, says there are a lot of options to sell sweetcorn and that “you really notice the shift in volumes when cobs are priced at three for £1”.
As far as the recession goes, although consumers are cutting back on luxuries, Edmonds argues that they are compensating for this by choosing better-quality food to eat at home.
However, Stroud fears that the current economic climate could impact on demand. “There is the concern whether customers will be good for the money or whether there will be a shortage of cash,” he tells FPJ.
Culver Farms will begin harvesting sweetcorn at the end of July and Stroud anticipates similar volumes in line with last year.
Anderson insists that as sweetcorn is relatively price-elastic, retailers should bear this in mind when setting their pricing strategies.
Sweetcorn supply into retail is a year-round job and Anderson says that a successful UK season is always very important to counterbalance the more difficult import season when prices are higher and demand is lower. “If the retail price for the UK crop is similar to other years - at a good discount versus imported - we hope that demand will be strong,” he says. “If anything, there may be some trading across into loose from pre-packed, rather than people leaving it out of their shopping repertoire.”
Insiders say that retailers are likely to offer promotions on UK sweetcorn, such as buy-one-get-one-free offers, during the peak season.
Meanwhile, importers have reported a mixed deal for European sweetcorn sendings. Davis Worldwide began importing French sweetcorn in early July and volumes have been very well received. “The quality has been very good to date and we are seeing good cob sizes and weight,” Davis adds. “Sales have been strong and in the week beginning July 6, we were actually short of sweetcorn for the wholesale markets.”
The importer handles sweetcorn from central and south-west France and anticipates strong demand for the rest of July.
In contrast, Davis says there have been problems with Spanish sweetcorn imports. “It has been a difficult season as southern Spain endured very dry, hot weather early in the season and this has caused some of the husks to shrivel,” he explains. “Although the cobs themselves are not too bad, the leaf looks dry and yellow.”
Davis predicts that the UK sweetcorn season should begin on a high, as most European sweetcorn stocks will be depleted. “Last July, there was still sweetcorn from Spain, France and a little from Hungary, but given the hot weather in southern Europe this year, that won’t be the case,” he says. “There is not much crop hanging around.”
As well as importing produce, Davis Worldwide works with four UK sweetcorn producers and exports to a range of countries. The company anticipates a rise in exports this season. One market to watch is France, which is showing signs of growth. Davis Worldwide exported around four pallets to France in 2005 and this has risen substantially over the last few years. “We hope to send around 20-30 lorries this season,” Davis tells FPJ.
The importer-exporter will also target markets further afield and is looking to export to Hungary, Serbia, Italy and Greece.
Although traditional yellow sweetcorn accounts for the vast majority of sales, there have been attempts to persuade UK consumers to try white sweetcorn. The first-ever UK-grown white sweetcorn went on sale at selected Sainsbury’s stores in 2007. Grown in Enfield, the sweetcorn was cultivated by David Mwanaka.
However, many producers believe that this product will remain a niche. “Our research suggests that for many, the yellow colour of the corn is seen as an indicator of quality,” Anderson tells FPJ. “The reality is that the paler colour does not mean that it is any less sweet. However, the general perception is that it may be. For this reason, we believe it will remain niche - not that there is anything wrong with niche, of course.”
TOZER SEEDS ADDS NEW VARIETIES
Tozer Seeds has catalogued two new sweetcorn varieties in the last year and the leading seed supplier has been working closely with two of the larger breeding companies in the US.
“We are heavily involved at a very early stage in the running of extensive trials on new varieties,” says David Rogers, UK sales manager of Tozer Seeds.
The sweetcorn varieties introduced to the UK must be able to cope with the colder climate and soils. In addition, varieties with an extended shelf life are preferred as, unlike overseas producers, who keep sweetcorn in their sheaths until they are sold, the UK industry normally strips the sheath away.
Rogers says there has been a significant change in varieties since the 1990s. “There has been a move towards Sh2 or super sweet varieties, which have replaced the SU or normal sugary types,” he says. “The supersweet varieties carry genes that increase the sugar content of the kernels by 30 per cent but, perhaps more importantly, maintain this sweetness over a much longer period. It is not surprising that all supermarkets now insist on their growers producing Sh2 cultivars.”
Extra tender sweetcorn varieties are also becoming more popular. These varieties have a thinner pericarp and are less chewy to eat.
Rogers anticipates further growth both in UK sweetcorn production and consumption. He is confident that there is the potential to develop sales in certain European countries. “Sweetcorn can be easily grown in France and Spain, but consumption isn’t as high as it could be,” he tells FPJ. “We anticipate a significant rise in the future.”
According to Tozer Seeds, sweetcorn suffers fewer problems than most vegetable crops. Fruit fly and cut worms can cause serious damage but can be effectively controlled by insecticides. In addition, western corn rootworm has recently been found in the UK, although it has not become a widespread problem.
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