As you might have seen in our newsletters, there have been some some significant glasshouse building projects in the UK over the past years. According to Phil Morley from the British Tomato Growers’ Association, many UK growers are still looking to increase their current area or re-develop existing areas. This is a direct result for the rising demand for British tomatoes, a trend that is being stimulated during the British Tomato Week. Morley explains, "All in all these are very positive times for an industry that has, in recent years seen a contraction in production. The British Tomato, very definitely, has a bright future!"
After a long cold winter, the UK greenhouse tomato growers are now in full production. This week their produce was available on retailer shelves heralding the British Tomato Week, an annual promotional event organised by the British Tomato Growers’ Association for the benefit of its members who cover over 90% of the British tomato acreage. As the UK is an increasingly strong market for local produce, the growers are doing their best to provide an alternative to imports from other European and North African countries.
"With a new found passion for local produce, the British Tomato Week is a celebration of the British Tomato and a reminder to shoppers that not just this week, but every week for the rest of the growing season is a great time to enjoy locally produced British Tomatoes," said Morley. "Not just because they are British, rather because they are the best. The tomatoes are grown using sustainable and environmentally friendly production methods, and the British growers focus on a high quality product, bursting with flavour. They really aim to create an iconic product just like the legendary British Summer strawberry."
Unlike most other European countries, British nurseries only grow tomatoes for the domestic market. "There are some growers that are now trying to export some of
their harvest, but they get better prices when they market their produce on the UK market," said Morley. "As well as this they do not have to worry about shelf life, because the distance and time lapse to their end users is really short. This also means that the fruit can stay on the plant longer getting even more flavour. In most of the cases it is picked today and in the shops tomorrow, or even faster!"During British Tomato Week, there are lots of celebrations going on: Diners at the Houses of Parliament are enjoying British Tomatoes all this week, a series of growers and retailers lead events in nurseries and in stores, there are special ‘British Tomato week’ stickers on packs to help consumers easily identify home grown product, and off course the press is paying attention to it.
The success of last year’s Olympic games in London as well as the celebrations for the Queens’ Diamond Jubilee provided a launch pad for the promotion of the importance of ‘all things British’ in the minds of retailers and consumers. This eventually resulted that British consumers are now increasingly asking for local product in store. Additional promotion is provided by a range of TV chefs who regularly feature the importance of local produce and the benefits of sourcing ingredients locally.
According to Morley, the British Tomato Week creates a significant lift in sales of British Tomatoes whose halo effect, it is hoped, will last for the whole of the 2013 season. "Regarding the pricing so far, the British tomato growers are positive about the 2013 season. Whilst most have been in production since March (alongside crops which receive year round lighting) British Tomato week comes at a time when all are in full production. Regardless of the weather this summer it is hoped that the promotional, as well as practical activities of the British Tomato Growers’ Association, widely seen as one of the foremost grower organisations in Britain, will continue to highlight the importance of choosing British Tomatoes. Not just because they are British, rather because they really are the best!"
All Pictures copyright British Tomato Growers’ Association
For more information:
British Tomato Growers Association
Phil Morley
www.britishtomatoes.co.uk
