There are few categories where both supply and demand is as steady as in root veg, and carrots and parsnips continue to be a staple in a wide range of dishes – albeit with Christmas heavily dominating in the case of the latter.
Both lines have been a regular feature of supermarket price promotions, which have driven value sales down 4.2 per cent to £231 million in the case of carrots and a hefty 11 per cent to £56.7m for parsnips [Kantar Worldpanel, 52 w/e 22 May 2016]. That has at least brought some uplift in volumes sold, with 3.9 per cent more carrots and 0.5 per cent more parsnips purchased over the year.
Rodger Hobson, chairman of the British Carrot Growers Association, describes the outgoing season as a “fantastic year” for carrots, with high quality, plentiful supply and good prices for consumers driving purchases. With the new crop due this week, things are looking rosy for the months ahead as well. “Three weeks ago we were all worried about the drought, but the rains of the last couple of weeks have put right any moisture deficits,” he explains.
Carrot producers have been finding success with a range of convenience formats, with the vegetable also finding itself in an increasing number of processed products, ready meals and salads. Further category growth should come as the healthy eating message continues to hit home, according to Guy Poskitt, managing director at MH Poskitt.
There’s plenty of work going on at production level too, particularly as growers look for new premium varieties. Alan Bartlett & Sons, for instance, has started growing a premium mini carrot which has traditionally been produced in South Africa and Guatemala. The small, sweet variety is being hand trimmed and packed into a punnet by Bartlett.
For parsnips, there remains the challenge of how to make them sexy at a time when other veg are reinventing themselves. “Parsnips are more of a challenge and we are still to find a way to attract more customers, and in particular the younger generation, to the category,” says Terry Hawthorn, director at Alan Bartlett. “Maybe we need to get them featured more on the cooking shows on TV.”
Varietal development should help, and Tozer has recently introduced Viking and Warrior – two new varieties which are said to hold the white colour particularly well and carry the weight better down the length of the root. Officially launched last year, they have been well received by growers, who also appreciate their increased resistance to canker. Daniel Fait, account manager at Tozer, adds that there is currently big demand for baby parsnips in small trays, tying into the convenience trend.
For both crops, that convenience route looks like the best option for growing a mature category. With consumers ever more reluctant to put in the leg work in the kitchen, there should be fertile opportunities for those products which can help make their lives easier.
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