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2010 was a year full of climate contrasts for UK growers; one of the driest summers followed by a very wet harvest period.  So we asked our Crop Production Manager Nick Sheppard, to tell us how Rudolph one of our latest and most exciting potato varieties came through.

‘It’s been one of the most challenging years I have ever known for growing potatoes,’ said Nick, who’s specialised in this area for over two decades.  ‘It started out as a very dry season, so we stepped up irrigation, and then got the long spell of wet weather right after that.  It made harvesting very difficult.’
Growers started planting seed in April, finishing in early May and harvesting started in September, but thanks to the wet weather, dragged on through October. However, in spite of the conditions, Rudolph proved itself as a solid variety that was able to take all that the British weather could hurl at it, and still produce fantastic tasting spuds.

So what’s new for 2011? Some great new growers are on board, including Mark Heading at Chatteris, (who just completed his first season for The Very Very Veg Co) and J S Means at Terrington St. Clements.  “We’re growing locally, which means we can keep an even closer eye on quality, and at Means we’re growing on silt, which will be a first for Rudolph,” says Nick.  “We’re keen to see the results.”

Another initiative for 2011 is to continue with trials of beneficial microbes to reduce pesticide use. Initial trials in 2010 were fairly successful, and the potential environmental benefits make it worth pursuing.

Altogether, Nick and his growing teams have been so impressed by Rudolph’s resilience and delicious taste that they are growing even more of them for the coming year!

Whilst our Crop Manager Nick Sheppard has been busy growing fields full of Rudolph, we thought it would be good fun for the team here at the Very Very Veg Co to have a go ourselves. Over the summer months we’ve been busy cultivating our own Rudolph plants. With a hot and dry season here in Cambridgeshire, the biggest challenge was simply keeping the plants hydrated. But we did, and it was all worthwhile.

Here Veg Co colleagues Caroline and Arpi proudly present their harvest, a great result for first time growers, and something all the family can get involved in and learn from.

Our Director Gary Crickmore went even further, taking over the garden at home and planting Rudolph in every available bit of ground. With no less than 200 seed potatoes planted, Gary has emerged this side of summer with a bumper crop to last him through until next year. So far Gary and his family have enjoyed the results both baked and roasted. And with its bright red skin and white flesh, Rudolph will definitely be making a guest appearance at the Christmas Dinner table, where it will take pride of place in the vital roast potato role.

We’d like to introduce you to Nick Sheppard. Nick’s our Crop Manager and has been working within the potato industry for over 25 years. He’s got an important role: growing Rudolph potatoes and working with other top growers to deliver Rudolph to us and to you every season. Nick has developed new growing techniques specifically for Rudolph, and was instrumental in bringing the variety on from initial selection in our in-house trials, to full commercial production.
Quality is key to Nicks growing strategy, “I’m passionate about what I do: growing potatoes of consistent quality, that always deliver on flavour, taste and appearance is what drives me forward.”

Thanks Nick – we hope you’ll keep Rudolph growing with all the qualities that make this such a top tuber – with its glowing red skin, snowy white flesh and creamy texture; it’s getting quite a reputation.

If you have any questions about Rudolph or its agronomic qualities, then Nick’s your man. Click on ‘get in touch’ and we’ll make sure Nick gets the query.

Overheard at Portobello Road Market’s Festival of British Roots in January:
“No-butter baker? I can’t eat a baked potato without butter or cheese!”
“Rudolph’s so creamy you can enjoy it just as it is – try it!”
“I can’t believe it…you’re right, these are really creamy!”

Since our last update on Trading Talk, The Very Very Veg Co’s bright red skin and white flesh Rudolph potato has featured at a couple of A-list veg events in the capital, and its unconventional good looks and great taste have won new fans at both venues.

The first event took place at New Covent Garden Market overnight on 20th and 21st January. As the current star of the Unearthed Treasures brand, the Very Very Veg Co team was keen to show off Rudolph’s roasting prowess, but especially its unique claim to fame as ‘the no-butter baker’.

Clare Dixon from The Very Very Veg Co marketing team says things got off to a quiet start at the stall on Buyers’ Walk, “but as the smell of Rudolph Parmesan Roasties wafted into the air, market traders and visitors seemed to appear from nowhere!” She calculated that around 150 hungry veg vendors tucked into roasties and baked potato wedges by the time market activity peaked around 5.00 am.

“We got an overwhelmingly positive response,” Clare says, noting several on-the-spot conversions when sceptics tried the jacket version and agreed that no butter was necessary. To round off a successful night, stockists S. Thorogood & Sons placed an order for a pallet of 1.5kg bags.

Rudolph goes to Portobello Road

In fact, several New Covent Garden traders were spotted at the Very Very Veg Co stand a week or so later at Portobello Road Market’s Festival of British Roots (29-30 January). In spite of wet and cold weather, the weekend event attracted a high foot count, clad in everything from Gucci to Ugg.

Soon the aroma of Rudolph jacket potatoes was mingling with more exotic whiffs of paella, chorizo sausage and fresh-fried churros doughnuts, an exotic mix reflecting London’s many cultures and visitors from abroad enjoying familiar or new flavours.

Again, the response to Rudolph was surprise and enthusiasm for its ‘I can’t believe there’s no butter’ qualities. Brand Manager Laura Allen says that over 1300 stallholders and visitors sampled the Rudolph jacket potatoes.

“I’ll be off to buy some at the market, because my customers really liked it,” was one stallholder’s response. This was echoed by many traders who sold Rudolph well over the two days of the event, and planned to reorder the following week.

We’ll sign off this update with the recipe for Rudolph Parmesan Roasties as served at New Covent Garden Market. See for yourself what all the fuss was about!

Rudolph Parmesan Roasties:

Ingredients:
1kg Rudolph potatoes
1tsp flour
50g grated Parmesan cheese
Sprig of rosemary, stalk removed and needles finely chopped
Pinch nutmeg
Salt and pepper to taste
Vegetable oil to cover base of roasting tin

Preheat the oven to 220°c/Gas Mark 7.
Cut 1kg of Rudolph potatoes into quarters and place in boiling water. Simmer for 2 mins and then drain.
Mix the flour, nutmeg, Parmesan, rosemary and salt & pepper in a bowl.
Tumble the potatoes in the mix until evenly coated.
Heat a good glug of oil in a roasting tin for 5 minutes, then add the potatoes, ensuring all are nicely coated in oil.
Cook for 40 minutes, turning once, until the potatoes are golden and crispy.

Enjoy!

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