UK asparagus in basket

This year's British asparagus campaign, which kicks off next week (3 May), could be one of the most successful seasons ever, with the Asparagus Growers Association (AGA) predicting that consumption in the UK could top a record 8,000 tonnes.

Production is expected to increase from 4,700 tonnes in 2009 to 5,350 tonnes, DEFRA figures have suggested, with a hard winter period contributing to what the AGA has said could be the best-tasting crop ever.

The total value of the retail market now stands at £18.2m (€21m), up 15 per cent year-on-year, with household penetration standing at nearly 14 per cent from 2.7 per cent in 2002.

'The British Asparagus industry has grown from a small-scale cottage industry into a multi-million pound business,' explained Andy Allen, chairman of the Asparagus Growers Association. 'When the AGA formed in 1979, it had only six members. Today, there are 114 members and rising and they are responsible for 90 per cent of the total UK asparagus market.

'The surge in the popularity of British Asparagus has been fuelled by a growing demand for fresh, seasonal produce and the superior flavours associated with buying British fruits and vegetables as soon as they are picked rather than relying on hot-housed imports, not to mention increasing consumer concerns regarding carbon emissions,' Mr Allen added, noting that the growing popularity of gourmet meals and increased marketing had also helped contribute to an increase in sales.

Marks & Spencer buyer George Hebditch said that the retailer had seen an increase in demand for regional local produce over the last few years, and that this had been particularly evident in the UK asparagus category.

'We are looking forward to the 2010 season and have been working all year with growers to ensure that we have the quality and supply in place to make it the best season ever,' he said. 'British asparagus is extremely popular with M&S customers who are looking for the best flavour, the freshest product and the guarantee that, if they are buying in May and June, the asparagus they buy will be British.'

Meanwhile, to help publicise the business background behind the growth of the UK asparagus market, the AGA has produced the first definitive overview of the market, entitled 'Green Shoots of Success'.