The UK beetroot season is now fully underway with the first crop harvested on 30 June.
A cold spring hampered the growth of the main UK open baby crop meaning that producers have had to rely on imports in order to fulfil the current high demand for the product.
The hot weather experienced over the last few weeks has helped bring the crop on, but the lack of rain has required extensive irrigation in order to achieve the yields.
The hot, sunny weather coupled with recent major health claims have meant that demand has never been so great.
Graham Forber, managing director of G’s Fresh Beetroot, said: “We are currently experiencing massive demand for beetroot products across the board. In the prepared beetroot sector this last week alone, we have seen volume sales up 24 per cent on last year. This is in part due to the warm weather, but we cannot deny that the increased publicity surrounding the health benefits is contributing to a boost in sales. It is also in fashion at the moment - in every magazine you pick up, you’ll find a mention of beetroot.”
G’s Marketing, which annually sells nearly 9,000 tonnes of raw and fresh prepared beetroot to the major UK multiples and wholesale markets, has recently appointed Pam Lloyd PR (PLPR) to manage its beetroot press relations.
Tasked with driving awareness of the product within the consumer press with an aim of further increasing consumer penetration, work is being brought to fruition with beetroot coverage appearing in a number of leading consumer magazines and national newspapers. PLPR has also recently remodelled and updated www.lovebeetroot.co.uk - the consumer-friendly beetroot dedicated website devised by G’s almost 10 years ago - which is recording nearly 600 visits every week.
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