High-end UK retailer Marks & Spencer (M&S) has announced that it has launched the season's earliest-ever British asparagus, which arrived in stores on 5 March in time for the official start of Spring.
According to the retailer, this step forward for the UK industry has been achieved by working alongside asparagus grower John Chinn for five years to develop a new way of growing the vegetable to extend the season and begin cultivation in March, with the season not usually starting until May.
Chinn has pioneered an environmentally friendly production system that includes harnessing the sun's energy to stimulate crop growth, as well as the use of water capture technology.
'We are really excited to have our British asparagus ready this early as it means M&S customers can enjoy this lovely delicacy a whole month longer than the traditional season,' said Chinn. 'We really want to drive the British asparagus industry forwards and do this in the most sustainable and natural way.'
M&S noted that customers were already in the mood for spring foods, with sales of imported asparagus up 15 per cent at its stores throughout February, while sales are expected to grow rapidly when British product hits the shelves.
'There is always an air of excitement when the first British asparagus comes into season and this year we decided we wanted to give our customers a real treat by getting it into stores earlier than ever,' said M&S agronomist Dr Simon Coupe.
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