Last week Abel & Cole released their first organic crop report which looked at their growing and selling year. I’ve picked out some highlights, with the full version available to download at the bottom of the page.
Some key take-outs
- Sales of A&C’s British veg boxes are up 10% year on year - making clear the consumer demand for locally grown food.
- Sales of organic mushrooms, British apples and heirloom tomatoes have ‘boomed’.
- A&C ensure to offer a minimum of 2 names local apple varieties through the season to capitalise on the demand.
- Herbs are being sold in pots to capitalise on demand due to an increase in home cooking.
- Supply issues from the EU have meant sales of peppers, aubergines etc have fallen away - is this an opportunity for us to shout about our locally-grown ‘med-veg’??
- Demand for leafy greens has slowed, but lesser know veg like kohlrabi have seen sales increase by up to 47%. I wonder if A&C are late to the kohlrabi party? Will be interesting to know if any of us have seen a similar increase in demand for add-ons etc?
- Young shoppers are the future - more of them understand why sustainable farming practices matter and are more likely to reach for organic in the supermarket. 42% of 18-24yo’s buy organic at least once a month, making them 92% more likely to buy organic F&V than the squeezed generation of millennials.
- Only 15% of Brits understand the importance of farming methods in tackling the climate crisis - there is a HUGE opportunity to educate and acquire new customers with the right messaging!
- The wet Winter and Spring meant A&C suppliers lost their early Spring peas, with yields of later volumes down by 50%.
- Sugar snaps peas and flat beans did not yield at all due to poor germination and generally poor weather.
- British cherries were devastated by the weather
Sales trending up
British apples - A&C sales are up 9%, to meet demand and capitalise, they make sure to have at least two named varieties for most of the season.
Herbs - the classic herbs have all seen increases but it’s sorrel that has really exploded. They claim that 28% more Brits are cooking at home this year vs last. To capitalise they have added potted herbs to their store.
Juicing fruits - are something to consider, searches on Google for ‘gut health juices’ are up by 23% yoy.
Trending down
Home demand for White ‘table’ grapes - being replaced in the basket by more exotic fruits.
Leafy greens - sales of kale, cabbage and chard have slowed but lesser-known veg such as kohlrabi have increased by as much as 47%.
Mediterranean veg sales have suffered because of supply issues, which may offer an opportunity for locally grown peppers, aubergines etc?
Legumes - sales down most likely due to supply issues
Download the full report below