The consumption of vegetables is increasing due to the consumer focus on healthy foods. In the wake of this trend, demand for sprouts is also increasing. Alfalfa and bean sprouts are the best known vegetable sprouts, but the assortment is ever-increasing thanks to the introduction of other colours and flavours. Earlier this year, Van der Plas Sprouts added the mustard mix to their range. Eva van der Plas talks about the search for the right seed and developments on the market.
It was a local chef who knocked on the Dutch company’s door asking for the mustard sprout. “Demand often comes from chefs,” Eva says. “This chef was looking for the mustard flavour because he anticipated this becoming a trend. That’s when we got started on it.” This process lasted roughly a year, and various mustard seeds were tested until the right variety was found. One variety’s flavour was too spicy, another had the wrong colour and a third had a shelf life that was too short. In the end, a variety was found that met all requirements. “It was quite a search. Our seed suppliers helped, and we have much internal knowledge as well.”
Organic sprouts more popular
“The mustard mix has a good, spicy flavour. In the trend of healthier lifestyles, this sprout should eventually replace the mustard on the Dutch croquette buns,” Eva says, smiling. “For catering it’s a wonderful product. Chefs do so much with flavour, they’re proper artists nowadays.”
The production process for the vegetable sprouts at Van der Plas Sprouts is organic, a segment that continues to grow. “The market for organic sprouts is definitely growing. Retailers are now also carrying more organic sprouts in their assortments.” The difference between conventional vegetable sprouts and organic sprouts is barely discernible. For the sprouts, GMO-free or organic seeds are used. “Only the sprouts of organic seeds can be sold as organic,” Eva explains. The sprouts are grown in separate growth chambers and harvested and packed separately.
Consumers are unfamiliar with the product
Demand for the mustard mix, which belongs to the more luxurious segment, mostly comes from food service, but retail is also starting to pay more and more attention to vegetable sprouts. “For retail, it’s mostly the trio-packaging containing various varieties of sprouts. That is another need.” Compared to four years ago, the supply of sprouts has risen considerably in supermarkets. “That increase fits the trend of vegetarian food, vegetable sprouts are part of that,” Eva says.
For consumers, these products are fairly unknown. “It’s up to us to make the products more familiar, we increasingly focus on that.” In recent years, focus for Van der Plas was mostly internal, and much energy was put in the production process. Food safety, for example, was lifted to a high level. The biggest challenge is keeping quality of the sprouts constant throughout the year. “It will always be a natural product, and each seed is different,” Eva says.
External focus
“Focus can now be directed outwards much more again. Earlier this year, we participated in the Berlin fair for the first time in six years,” Eva exemplifies. The company was one of the growers certified PlanetProof / Milieukeur. In this field of hallmarks, retail is ahead of food service. “Retail isn’t stricter, per se, because requirements from food service are also strict. The difference is that retailers often have stricter deadlines.” That is the result of more conscious consumers who ask for more transparency and who are environmentally aware.
Red and yellow sprouts do well around Easter. “Red cabbage, red radish, pea-asparagus, radish,” Eva sums up some sprouts that do well around the holidays. Around Christmas, the red sprouts in particular do well. During the asparagus season, demand for pea-asparagus sprouts increases as well.
The Netherlands, Germany and Belgium are the largest sales areas for the sprouts. The rest of Europe comes next. Scandinavia and the Middle East are now also emerging as growth markets. In Arabian countries, demand mostly comes from rich oil states, such as the United Arab Emirates. “In Dubai they ask for different products than here in Europe,” Eva knows. The choice of sprouts is therefore also dependent on culture. “Chickpea and adzuki bean sprouts have done well in Dubai for years, while they never really had a breakthrough in the Netherlands,” She concludes.
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Van der Plas Sprouts
Eva van der Plas