The Co-operative is claiming to be the first to market with new-season British Tenderstem broccoli.
The premium product, produced for the retailer in Worcestershire for the second year running, hit the shelves on Monday.
The crop, which is traditionally grown in Kenya and Morocco, requires a lot of care and attention.
The seed was originally planted in a greenhouse to protect against frost until it was ready for outdoor planting in mid-April.
Sean Deakins, category buyer for vegetables at The Co-operative, said: “We work closely with our suppliers to ensure we offer customers high-quality, seasonal British produce for as long as possible. The Tenderstem broccoli proved to be a highly popular addition to our premium Truly Irresistible range last year and we hope that our customers will continue to appreciate this delicious and healthy vegetable this season.”
Truly Irresistible Tenderstem broccoli will be available in 200g packs until early September.
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