Supermarkets revelled in staggering increased UK tomato sales last week as interest in the category soared during the first ever British Tomato Week, thanks to a well-timed campaign an excellent weather.
"Amazing," was the first word from Wight Salads business unit manager for Waitrose, Rik Connor. The words came as the EPOS data for the seven days' tomato sales were distributed.
Waitrose has never sold so many tomatoes as it did between May 17 and 23 during the week-long event organised by the Tomato Growers Association. The store also reported year-on-year sales growth of 30 per cent and even eclipsed its highest ever result - set during the 2003 heatwave - by almost eight per cent.
During the seven-day period, Waitrose sold approximately 200 tonnes of UK tomatoes through its stores nationwide. "It was a fantastic achievement", said Connor, "but the category has been building up to this since the first UK tomatoes were on the shelf in February."
There were several successes last week within the range offered by the John Lewis Partnerships supermarket arm. Red Choice, and cherry tomatoes proved extremely popular with shoppers and there was even sales growth of 45 percent for the Waitrose organic range. All products were sourced from the Isle of Wight.
Tesco backed the association's event and saw an uplift in its UK tomato sales. Undoubtedly one of the biggest draws was a smart new triangular pack. The new format is proving so succsessful, that the store is considering using more eye-catching designs for other fresh produce lines.
Since launching the packs which feature tomatoes-on-the vine in Tesco's Finest range four weeks ago, sales of UK tomatoes have risen by 80 per cent.
The tomatoes retail at £1.79 and are grown by Wight Salads. Until April, Tesco's Finest range tomatoes on the vine had been sold in plain polythene bags. The store's tomato buyer Paul Bidwell said: "The new packaging has obviously excited shoppers and has been such a success that we think similar smart designs could do wonders for other fruit and vegetables.
"Sales of the new Finest tomatoes are strongest between 11am and 3pm so it's office workers that are driving the sales.
"We are about to speak to our designers to see what they could come up with other popular ready to eat fruit and veg that appeals to office workers."
Sainsbury's has also scored success with its British Tomato Week efforts. Sales of UK tomatoes were worth £2.733 million and rose by 13.7 per cent year on year. They were also up 11 per cent on the previous week to make it the highest sale so far this year. "Our sales were strong reflecting pr and consumer interest generated by British Tomato Week as well as the fine weather," said Sainsbury's tomato buyer Tristan Kitchener. "The event coincided with better availability and traditionally the first wave of warm weather also brings an uplift."
Somerfield has been pleased with its activity. "British Tomato Week had an excellent effect," said assistant buyer Zöe Brister. "Tomato sales grew week on week by 40 per cent, which is outstanding. Also, year-on-year sales for that week were up 30 per cent which again is fantastic."
Although Asda was not involved officially either, a spokesman said the store will "ensure we are involved next year. And sales were certainly very strong last week 20 per cent up year on year. This was primarily due to the great weather. Sales almost reached record levels which is fantastic for mid-May. It is very promising and sets us up well for the rest of the summer."
"If this is what can be achieved just on the first rays of sunshine and on a normal week", added Wight Salads'Connor, "who knows where the records will stop at the height of the summer?"
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