Once looked upon as a fashionable trend or ‘a phase’ by many, vegetarianism is definitely here to stay and going strong. May 21-27 saw the 15 National Vegetarian Week held by The Vegetarian Society, with this year’s focus on the environmental benefits of vegetarianism and how, by going vegetarian, you can reduce your impact on the world around you.
National Vegetarian Week reaches across the UK, with events, promotions and other activities happening within businesses, schools and community groups, ranging from information stalls to the slightly more adventurous vegetarian speed dating.
“National Vegetarian Week is one of the UK’s most successful awareness weeks and the primary aim of the week is just that - building awareness of vegetarianism, of the reasons for going vegetarian, of the great vegetarian food available and of the support offered free of charge by the Vegetarianism Society,” says Liz O’Neill, head of communications at the Vegetarian Society. “Tenderstem broccoli is an official partner this year and we are promoting three new recipes developed by the Vegetarian Society’s Cordon Vert chefs. Many growers also get involved in the promotions.”
With a new study showing that the number of true vegetarians who do not eat any meat, poultry, fish or slaughter by-products is around 1.5 million, Vegetarians represent a massive market for the fresh produce industry.
Demand for tenderstem broccoli has increased significantly year on year, with sales reading 1,700 tonnes last year, an increase of 89 per cent. With the product being nutritious and easy to prepare, it is an ideal component of a vegetarian diet. Andy Macdonald, UK representative of Tenderstem broccoli says: “Increasingly we are looking at the vegetarian diet as a point of reference, even if we are meat-eaters ourselves. Events like National Vegetarian Week are a great way of highlighting the benefits and versatility of the vegetarian diet.”
“With all the fruit and vegetables that vegetarians get through, we are certainly key customers,” says O’Neill. “The Vegetarian Society is also urging veggies to support UK growers by eating seasonal produce and visiting farmers’ markets.” Adding to the indirect promotion of fresh produce, the society has recently launched an award for the best farmers’ market for vegetarians, and has published a new recipe booklet featuring 12-monthly recipes using exclusively UK-grown seasonal produce.
As part of a wider PR campaign which targets younger consumers and educates them about the taste, health and versatility of cultivated mushrooms, the Mushroom Bureau is relaunching its website
www.mushroom-uk.com, which has gone live to coincide with National Vegetarian Week. A section with more than 40 vegetarian recipes has been developed to inspire and arouse the vegetarian’s imagination.
Andrew Middlebrook, chairman of the Mushroom Bureau, says: “The mushroom market is both mature and stable, and consumption of all mushroom types is steadily growing. Whilst growth in this sector has not been quantifiably or directly affected by vegetarianism, vegetarians have traditionally relied upon mushrooms as a healthy meat alternative.”
Annette Pinner, chief executive of the Vegetarian Society, says: “Vegetarianism is not only a healthy and ethically sound diet; it is also a major step to help reduce greenhouse gasses, conserve water and conserve land.
“With climate change making headlines and many people unsure of what they can do to help, giving up meat is a positive choice for you, for animals and for the world we share.”
The Vegetarian Society highlights that it takes thousands more litres of water to produce a kilo of beef than it does to grow the same quality of grains, vegetables or pulses, and that livestock production accounts for more than eight per cent of global human water consumption. Rearing animals for meat also contributes significantly to water pollution, with animal waste and antibiotics entering the water cycle alongside chemicals from tanneries, fertilisers and the pesticides used to spray feed crops, maintains the society’s website.
The Soil Association, of which most members are vegetarian, is not exactly on the same hymn sheet. “Our commitment to the welfare of the animals is where we differ,” says Gundula Azeez, policy manager for the Soil Association. “We work in the same way by trying to reduce the effect on the environment and we want to reduce the use of pesticides. We need more organic farms to integrate animals and arable land to produce biologically active soil. That way, not so many pesticides are needed.”
A plus for the Soil Association where vegetarianism is concerned is the attention it brings to organic ranges. “If you go into an organics shop there is a larger vegan and vegetarian range,” says Azeez. “It has enabled the organic ranges and it is a big player.”
This might be the most important point about vegetarianism and its effect on the fresh produce industry - the fact that it influences so many by-products surrounding it. Its success goes hand-in-hand with the government’s 5 A DAY scheme and actively supports the progress of locally produced fruit and vegetables. O’Neill sees the parallels quite clearly. “Vegetarians tend to be more aware of their nutritional needs than meat-eaters,” she says. “There is a natural synergy between the two campaigns and the society is often asked to help schools and community groups achieve their own 5 A DAY aims.”
One fresh produce company that has definitely benefited from the vegetarian market is Aconbury Sprouts Ltd, which grows and sells a range of fresh organic sprouted bean sprouts, seeds and pulses, wheatgrass and salad greens.
Selling its produce in retail and foodservice packs, Aconbury Sprouts sold one million packs last year and expects a 35-40 per cent increase this year. “The vegetarian movement is very important to us, as it is a growing target market,” says Philippa Swattridge, marketing manager for the company. “Sprouts are excellent for vegetarian and vegan diets.”
Swattridge realises that there are a number of factors that have contributed towards the promotion of fresh fruit and vegetables. The trend towards a healthier lifestyle, television programmes such as Jamie Oliver’s School Dinners and Gillian McKeith’s You Are What You Eat, and other such lifestyle programmes, are considered as huge influences on the consumer. “These factors have led to children becoming more aware of what constitutes a healthy diet, and more teenagers are turning to vegetarianism,” says Swattridge. “Vegetarianism is no longer a niche market but now a mainstream contender.”
As part of its marketing campaign, Aconbury Sprouts has joined the Vegetarian Society and supports activities such as the Great Veggie Roadshow organised by Viva!. “The aim of this was to introduce our products to more mainstream consumers,” says Swattridge, “who are either full or part-time vegetarians, but may not have heard of sprouts.”
Macdonald believes that vegetarianism is crucial to the fresh produce industry. “Although statistically they don’t make up a huge segment of British society, I think in many ways vegetarians have led the way, by demonstrating that food can be delicious and nutritious without the inclusion of meat,” he says. “This has undoubtedly helped to shape consumer perceptions and, ultimately, buying trends. The fresh produce industry therefore has a lot to thank vegetarians for.”
A wave of consumers known as “flexitarians” seem to be the key market at the moment. A by-product of vegetarianism, “flexitarians” are meat eaters but prefer vegetarian options. One would think that further increasing the consumption of non-meat products was a good sign for vegetarianism. The Vegetarian Society does not necessarily agree. “We are concerned that the concept of flexitarianism is damaging people’s understanding of the importance of making a real full-time commitment to vegetarianism,” says O’Neill. “Vegetarianism has, in some ways, become a victim of its own success. A meat-free diet has become so aspirational that fish and even chicken-eaters claim to be vegetarian.”
The Soil Association echoes this view, realising the positive effects it has for its organisation. “I do know that a proportion of part-time vegetarians are eating organic meat. It’s great that they are making that choice,” says Azeez. “Part-time vegetarians are more likely to buy the organic ranges if they are going to deviate from a purely vegetarian diet.”
Nevertheless, with this kind of thinking circulating, vegetarianism is definitely making fresh produce more popular and accessible, but does the industry recognise and take advantage of this?
“Vegetarians are certainly more adventurous consumers of fruit and vegetables, often championing both new and traditional varieties ignored by the supermarkets,” says O’Neill.
However, though a believer in vegetarian influence, Swattridge maintains that the increase in fruit and vegetable consumption is not due to vegetarianism alone. “Vegetarians are potentially more likely to consume more fruit and vegetables,” she says. “But using more local produce, the 5 A DAY and health programmes, have had a greater impact on fresh produce growth.”
Generally, people within the fresh produce industry do tend to take it for granted that vegetarianism is good for the industry, yet do not encourage it, or sometimes even ignore it. Vegetarianism is generally taken more seriously by the convenience and processed food market, with full ranges in most supermarkets. As Swattridge says: “With today’s busy lifestyles, both vegetarians and the rest of the population are still looking for convenient, prepared products.”
Could it be the case that fresh produce companies are not investigating or making enough of this vegetarian market? Azeez from the Soil Association can see that there is room for change. When asked if she thought that vegetarianism made a difference to the fresh produce industry, she answered: “It makes a subtle difference, because of the vegetarian recipes out there. It makes a bigger difference to the processed foods industry than fresh produce, but that’s something to work on.”
Macdonald agrees. “There is still work to do,” he says. “Research shows that the average Briton is still only consuming less than three portions of fruit and vegetables a day. Hence our involvement with Eat in Colour, as we too want to see increased consumption of fresh produce.”
A NATIONWIDE CHANCE TO PROMOTE FRESH PRODUCE
Bowness - Cumbria
Macdonald Old England Hotel
Selected Macdonald’s hotels have been celebrating National Vegetarian Week (NVW) with special dishes using the freshest, seasonal, locally sourced ingredients.
Maidenhead - Berkshire
Accent Catering Services Ltd is promoting NVW in the five primary schools and two sixth form colleges it caters for. The primary schools will have ‘guess the veg’ and ‘try something new today’ games and the sixth forms will be promoting vegetarian choices on the menu.
South-west London
The Mango Tree restaurant has a specially designed vegetarian menu to celebrate NVW. Mango Tree’s Vegetarian Festival runs until May 27, and will be serving Thai vegetarian specialities including samosas with butternut squash, and shallot and garlic parcels with sugar snap peas.
Milton Keynes - Buckinghamshire
The Open University will be promoting vegetarian dishes across the Walton Hall campus during the week.
Gosport - Hampshire
Elso Junior School is linking all its work this week to fruit and vegetables. Maths problems will be solved using vegetables and children will design menus and write instructions for preparing their favourite vegetarian meals.
Oxford
Uhuru Wholefoods will be offering free sampling during the week, and members of the Vegetarian Society will be given a five per cent discount in the store when they spend £10 or more.
Nottingham
Nottingham Vegetarians and Vegans, together with the Animal Rights Group, have been distributing vegetarian information on street stalls on the Saturdays leading up to NVW.
Birmingham - West Midlands
The International School & Community College in east Birmingham has organised special assemblies and a science lesson focusing on healthy eating for vegetarians.
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