Bumper year for British asparagus

This year the British Asparagus campaign promises to be more successful than ever, with a 2007 asparagus crop so bounteous the season has been extended by an additional four weeks. This could make 2007 even more of a bumper year than 2006, when it was reported 12.4% of British households bought the vegetable and that sales had soared by 60% since 2004.
Traditionally the British asparagus season beings on 1 May and runs for seven to eight weeks, until the end of this month (June). However, as asparagus is very dependent on the climate (it will not grow in soil that is of a temperature lower than 10?C) this spring’s warmer weather has meant the first spears reared their heads back in March. Sainsbury’s has reported it delivered its earliest ever asparagus this year, and some deliveries went out as soon as 19 March.
Whereas early asparagus is usually a sign it has been grown under polythene, which creates artificial warmth, Sainsbury’s attributes its early crop to the weather but also to ‘new growing techniques and improved varieties’.
Sainsbury’s is also to keen to celebrate its asparagus’ British provenance, and British asparagus is deemed to be among the best in the world as the climate allows the stems to develop more gradually, resulting in a sweeter flavour and finer texture. Whether the warming weather, which is now being celebrated for prolonging the season, will adversely affect the crop in future years remains to be seen.
In the meantime, asparagus is right on-trend and fits neatly into current healthy and premium eating trends. It is packed full of vitamins A and B, is full of fibre and is also perceived as a rather indulgent choice of vegetable.
Ross Baker of Bomfords, spokesperson for the British Asparagus campaign, hopes even more consumers will be attracted to asparagus’ charms this year.
“The core aims of the campaign are the same as they always have been: to promote British asparagus to consumers, inspiring those who haven’t purchased previously to try the product, and to encourage those who buy already to purchase more frequently during the season. As consumers have become more aware of the season, so retailers have focused on delivering a great UK season for their consumers,” he said.
This year’s British Asparagus Festival, running between 27 May – 4 June in Evesham, has been supported by extensive marketing including coverage on numerous television programmes, radio shows and in consumer magazines.