vvvegco trade

With Christmas shopping in full swing, more than four in 10 UK retailers are confident Christmas trading in 2009 will be better than during the festive season last year, according to news items on leading grocery website Talking Retail.

There’s more good news for food producers: UK shoppers are intending to spend more on food and drink this Christmas than in 2008 but less on gifts. According to the latest wave of GfK NOP’s annual Christmas Spending survey covering 3-6 December 2009, the intended average spend on food and drink has increased marginally from £139 in 2008 to £146 in 2009.

With this food focus in mind, and on the countdown to the big day, The Very Very Veg Co is well prepared for the traditional last-minute dash to the supermarket. Together with the launch of their Rudolph potato from the Unearthed Treasures range, they’re also offering several other veg staples for Christmas dinner and beyond. These include carrots, parsnips and Brussels sprouts in the Everyday Favourites range, and ‘Easy Peasy’ ready-to-cook Trimmed Sprouts. Just the kind of timesaving purchase consumers will go for as things get hotter in the kitchen!

“Anticipating last-minute grocery runs will ensure that retailers don’t run out of vital veg supplies,” says The Very Very Veg Co’s Gary Crickmore. And in line with the brand’s mission to get consumers more interested in discovering fresh veg, each pack features a delicious taste twist on the seasonal favourite.

Garlic and Thyme Carrots and Maple-drizzled Parsnips take these everyday roots to new flavour highs, while sprouts go glamorous with a sprinkle of nutmeg or rich chestnut butter. They’re all simple ideas to make holiday meals more special. If you’d like to find out more about varieties and availabililty, just contact us at The Very Very Veg Co, by clicking on the ‘Get In Touch’ link at the top of the page.

And for a delicious way to say Happy Christmas to our readers, we’re delighted to share the recipe for the yummy lemon cake we featured on our stand at the recent Potato Show in Harrogate. It was beautifully baked by specialist confectioners Saints and Sinners, based in Spalding, Lincs., from a recipe by Hugh Fearnley-Whittingstall on his popular Channel 4 TV programme, River Cottage. (Thanks to HFW and Channel 4 for letting us share)! With its tangy lemon topping and smooth mashed potato mix, it makes a refreshing and unusual contrast to the rich spicy flavours of Christmas fare.

From the sales and marketing team at The Very Very Veg Co, we wish you a Very Very Happy Christmas and a produce-prosperous New Year!

With more than 5,500 visitors making the rounds of over 130 stands, the recent Potato Show in Harrogate was a dynamic showcase for the industry. And that made it the perfect venue for the launch of Fenmarc’s new branded veg range, The Very Very Veg Co.

To complement the launch, we’ve created this Trading Talk page on the Fenmarc website to keep you up to date with the issues, challenges and innovations in fresh veg marketing. The Potato Show gave us plenty to think about!

While there was a lot of energy and interest from farmers and growers at the Show, several remarked on low farm gate prices this year.

Potato Council figures show the estimated crop planted area in 2009 remains the same as 2008. However, in some parts of Great Britain favourable growing conditions have led to a higher than expected yield particularly in the eastern counties.

‘Excessive rainfall in Scotland and western England has had a detrimental effect on crops, while in the eastern counties, it has been too dry,’ said a Potato Council spokesperson. ‘This is leading to a considerable variability in yields and quality across Great Britain. Average farm gate prices are lower than last year [at an average of just 59p*], but the best quality crops are carrying a premium,’ she said.

Raising the profile of potatoes with consumers is seen as a vital ingredient in achieving healthier demand and higher prices. As a result, the Potato Council featured several bright initiatives at the Show. Ellie King, Marketing and PR Executive at the Potato Council, and one of the team behind online personalities ‘The Potato Girls’ is excited about the possibilities of giving humble potatoes the star treatment she thinks they deserve:

‘Potato Council research has revealed that pre and young families under-index on potatoes; in fact housewives aged over 45 account for 66% of the fresh potato spend. That’s why winning the support of the younger generation and introducing consumers to potatoes at an early age is key to securing the long term future of the industry.’

With this in mind, the Council’s ‘Love Potatoes’ marketing campaign has been touring the country. The team has also launched social networking pages on twitter and Facebook, this year to help spread the message.

King believes that branding is another powerful way to boost the sector, and applauds Fenmarc’s move into branded veg.

Fenmarc Director Gary Crickmore feels that retailers are becoming more receptive to the benefits of stocking branded veg: “Brands raise awareness, enthusiasm and knowledge within categories, complementing own-label ranges and stimulating overall growth.” With recipe ideas on pack and online, and hints for proper storage and prep, Crickmore says the brand also provides a great vehicle for launching more unusual varieties and prepared fresh veg lines.

The Very Very Veg Co journey has already begun. Its Rudolph potatoes, headlining its ‘Unearthed Treasures’ sub-brand of unique varieties, are now being carried by Nisa-affiliated retailers, and the ‘Everyday Favourites’ Stew Pack is in Iceland Foods.

‘Bringing the vegetable aisle to life is what The Very Very Veg Co is all about,’ says Crickmore, ‘so we’ve got plenty of competitions and sampling opportunities lined up to support the brand.’

*Based on TNS data 4wks w/e 04 Oct 09