Martyn Fisher spoke to Steve Barker from Albert Bartlett and William Church from the Jersey Royal Company ahead ofthe upcoming Jersey Royal season.
How have growing conditions been?
Steve Barker, Albert Bartlett: Better than 2014! Temperatures have been slightly lower, but it has been drier this year leading to our growers being able to plant in a much more planned manner than 2014. We have had a few cold nights, but so far the crop is progressing well.
William Church, Jersey Royal Company: We started planting the outdoor crop at the start of January, and conditions have generally been favourable. We are some way ahead of progress compared to the corresponding date last year.
What are the product’s big talking points?
SB: Trying to guess start dates and when we will have volume available to make plans with our customers.
WC: We lifted some of the earliest of the indoor crop two weeks ago to send to the London wholesale markets, so the export season has started.
What’s new?
SB: In many ways, nothing – that’s what’s great about the product. It has stood the test of time, remains the best-tasting new potato available, and has a great story to tell. Hand-planting on steep south-facing fields to catch the winter sun, and the same variety since the late 1800s; however, our growers are constantly looking at new techniques to farm in a more efficient manner without compromising the earliness of the crop.
WC: Every year we are looking to improve production and operating procedures in order to maximise efficiencies. We are trialling different planting densities this year as well as continuing with trials of different biological controls for PCN (potato cyst nematode).
What kind of year are you expecting?
SB: We are all hoping for a great season, and are feeling optimistic that the Jersey Royal season can add some value to the potato category that has been struggling all season due to oversupply in the UK and Europe.
WC: I expect early-season demand to be as strong as ever, and it is important that we seize every opportunity in the marketplace before the English season gets underway.
Where do you expect Jersey Royals to sit in the marketplace in 10 to 20 years’ time?
SB: They have stood the test of time so far, and we are not expecting this to change. However, there is still work to be done to ensure the next generation of shoppers continue to shop the fixture, and understand why the Jersey Royal is the best potato in the marketplace.
WC: The Jersey Royal new potato is a premium potato brand, and it is important that we continue to reiterate all of the messages associated with it to maintain our place in the market.
Do oversupply issues in the overall potato category affect Jersey Royals?
SB: Absolutely. If the market we supply is in decline, all producers must react to this. With ever-increasing costs and greater consolidation in the marketplace, Jersey Royal growers must ensure they are producing what the market requires.
WC: The Jersey Royal market is distinct, and the product holds its own special place as the earliest new offering of the season. The real competition comes each year as the first English potatoes come into production.
What’s the biggest challenge facing Jersey Royals?
SB: Many challenges have been around for several years: getting the consumer engaged and excited about our product, ensuring we are delivering what the consumer requires to encourage them to repeat purchase, and delivering a consistent product that is great value to the consumer.
WC: We offer a premium product that has high costs of production and distribution, which is operating in a deflationary market. Hand planting and hand lifting off the steep côtils is critical to achieve the earliest outdoor production, but it is slow and expensive.
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