Supasweet, the trade mark launched by a consortium of English onion growers this year, will be extended to types that can be imported outside the July-October period.
News of an extension into non-competitive imports broke at the annual onion conference in Cambridge last week.
“English Supasweet has shown every indication of being a success, and the volume will continue to expand,” said David O'Connor, co-ordinator of the Supasweet project.
A consortium of six growers (FD Parrish & Son, G's Marketing, Bedfordshire Growers, Rustler Produce and the Moulton Bulb Company) marketed 92 tonnes of English Supasweet this year.
Four multiples and a number of local outlets listed the brand, giving it presence in around 600 stores.
A window extension and expansion into imported onions would also increase the brand's recognition factor. “We feel we can enter the market more directly by also selecting other indigenous varieties grown abroad, providing they can meet both the quality standards and, most importantly, the pyrovate levels that ensure the sweet taste,” O'Connor told freshinfo.
“It will be up to the individual companies how they source external supplies,” said Jason Burgess, md of Rustler Produce. The consortium will, however, continue to work together through a new co-ordinating committee.
A marketing plan is being developed to improve distribution and packaging while at the same time increasing promotional activity, including point-of-sale linked to in-store tastings. The food-service and salad catering sectors will also be targeted.
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