Demand for tomatoes in the UK has plummeted due to variable weather, and pushed sales right down in the peak of the domestic season.
“This has really been a very difficult season so far,” said William Church, chairman of the Tomato Growers’ Association.
“We got off to a wonderful start in April, but sales in May and June have been difficult, especially compared to last year. Those are two months when you would really expect there to be good interest, but it has been so cold and wet that it has pushed sales down.”
Ironically, the weather means that the quality of crops has been excellent. “Light levels have remained good and consistent, despite the rain,” said Church. “And because there is no massive fluctuation in temperatures, the plants are producing very well and are not stressed. So we have healthy production - as good as it ever could be at this time of year - but with no uptake.”
The UK tomato sector is hoping for a turnaround in the weather to bring about a reversal in fortune. “This past week we have had the odd day of sunshine, but it is not enough,” said Church.
“No one plans to have a barbecue or a picnic until we have had three or four days of sun.”
Promotion among retail customers has increased in recent weeks, but pricing is not the issue. “The bottom line is, if the weather isn’t there, people are not buying the product,” said Church.
Marketing desks have also been trying to keep grower morale up, but this has been tricky as more of their crops have been sent to wholesale markets to try and make what money they can, given the lack of take-up in the multiples.
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