The Greenery is preparing for a very short healthy eating boom immediately after Christmas by ramping up supplies of vegetables and salads for the New Year.
It will not be a long-term logistical exercise, because previous experience suggests the boom will last no more than three weeks.
Martin Brown, managing director of Greenery UK, said: “The first week after Christmas always sees a huge increase in salad sales. It is not clear if this is because of a wave of New Year resolutions to adopt a healthier diet, or just a reaction to the excesses of Christmas week.
“If it is a result of New Year resolutions, the resolutions appear not to be kept for long - because within three weeks the peak of sales has declined back to the average winter level.”
In the first week of January 2007, The Greenery shipped 20 per cent more than its average weekly winter volume of tomatoes and cucumbers.
To ensure that supermarkets can meet the demands of shoppers, The Greenery is scheduling harvesting of salad vegetables over the Christmas period, so that they can be delivered to stores immediately after the holidays. This has meant planning well in advance to ensure that growers have sown crops under glass in time to meet the post-Christmas rush.
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