Sales of British sweetcorn are expected to be up 30 per cent on last year at premium retailer Waitrose.
The company announced the forecast as the first of the crop was harvested at Sefter Farm, West Sussex, by grower Grant Lumsden.
Waitrose said that warm temperatures and light winds have resulted in a “bumper crop”, and predicted this year will see its highest-ever sales of British sweetcorn.
And it credited the continuing trend for BBQ, where sweetcorn is often used as an accompaniment, as driving sales and popularity in the vegetable.
“All eyes were on South America this summer, home to some of the tastiest sweetcorn recipes. But with our own sweetcorn tasting this good, Bognor is giving Brazil a run for its money,” said Waitrose buyer Matthew King.
"With the weather this good, al fresco is the way to dine which is driving sales of sweetcorn. They’re robust enough to cook on the barbecue and make great finger food, which is what outdoor eating is all about,” he added.
Loose British sweetcorn will be available in Waitrose from August to October priced at 59p each.