‘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!

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.

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.

Right now it’s an exciting time to be involved with fresh produce. Thanks to celebrities like Jamie Oliver and campaigns by major retailers, not to mention the economy, many British consumers want to make healthier, more economical choices when it comes to feeding their families.

So when our research showed that many cooks were ’stuck in a rut’ when it came to buying and preparing fresh veg, we swung into action and created our very own range of branded veg. With handy tips for storage and prep, plus easy, tasty recipes on-pack and online, we’re ready to bring the nation’s vegetable aisles to life with a new sense of adventure.

The Very Very Veg Co range is designed to appeal to a wide range of consumers, from kitchen novices just starting out with home cooking, to experienced cooks looking for new and different ways to prepare veg: The range comprises:

• Everyday Favourites: Our core, value-for-money selection of everyday veg.
• Unearthed Treasures: Unique or unusual varieties like our red-and-white Rudolph potatoes and colourful Rainbow Carrots.
• Organic: Grown to Organic Food Federation standards
• Easy Peasy: Tasty veg dishes with a twist – the ultimate convenience range
• Small and Sweet: Veg that tastes as sweet and tender as it looks

According to an article in The Grocer, the growing trend for branded fresh produce isn’t just good for the nation’s wellbeing; pepping up the produce aisle is good for retail sales too. That’s why we’re committed to thinking up new ways to help consumers make the most of their veg, with new products, in-store events and memorable promotions all in the pipeline.

So we hope you’ll check in regularly, or even better, subscribe to The VVVeg Co’s Trading Talk page. We’ll keep you posted on industry and consumer trends and offer instant links to leading online information sites. And if you’d like to share news, views and questions about the fresh produce trade, we’d be very, very happy to hear from you. Contact us – you’ll find our details in the contact section above.

We look forward to keeping you updated with The Very Very Veg Co as it grows!

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!

Relocated to Nine Elms in Vauxhall in 1974, ‘London’s Larder’ covers 57 acres, employs almost 3000 people and is home to over 230 individual businesses with a combined turnover of PDS606m in 2008.

Much of the produce sold at NCGM goes to the catering sector. Some of London’s top chefs hunt through the 180 different varieties of veg on offer, seeking inspiration at wholesalers including ‘The Mushroom Man’, ‘Cooks’ Cuisine’ and ‘Cream of the Crop’ for the special ingredient that could help create their new signature dish.

Creative people love to be surprised by something new and chefs are no exception. So we’re hoping that the Rudolph potato, The Very Very Veg Co’s current star in its Unearthed Treasures range, will be wowing visitors to its promotional stand on NCGM’s Buyers’ Walk this week. With its vivid red skin and creamy-textured white interior, as well as its all-round excellence, Rudolph could be just what savvy stallholders and curious cooks are looking for.

On the stand, we’ll be preparing and serving baked jacket potatoes (look, no butter!) and sizzling, savoury Parmesan-tumbled Roasties. We’re also offering free samples of Rudolph potatoes so that enthusiasts can experiment with their own favourite recipes.

E-flyers have been sent to market tenants and members of the South East Food Group, inviting them to visit us on January 20th, from 11.00 pm through to 7.00 am on 21st.

Finally, look out for S. Thorogood and Sons; they are the wholesalers stocking a range of Rudolph potatoes. Choose from a 15kg box of Bakers, a 5kg bag of Mids or the Rudolph Catering Pack of ten 1.5kg bags.

Once visitors have had a chance to put Rudolph through its paces for taste and performance, we’re confident it’s going to gallop into the VIP veg charts!

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!

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

In creating this exciting new brand, The Very Very Veg Co has considered the different needs of consumers at various ages and stages. So we’ve put together specialised fresh veg ranges aimed at the whole spectrum, from novices to more experienced family cooks:

• Unearthed Treasures
• Organic
• Easy Peasy
• Small and Sweet

With over forty years of expertise in driving category growth, we believe that offering this great range of vegetables together under The Very Very Veg Co brand is going to be a winning move, providing all-important convenience for consumers.

We’ve got plenty of new varieties and recipes in the pipeline. And we’re investing in a big way on in-store events and promotion. Result? We’re bringing your vegetable aisle to life!

If you are interested in stocking our Everyday Favourites or any of the other products in The Very Very Veg Co range, please get in touch with us – details are at the top of this page.

Unique or unusual varieties like our red-and-white Rudolph potatoes and colourful Rainbow Carrots will inspire the canny cooks among your customers to experiment with new veg tastes and presentations. Our Unearthed Treasures will be ideal, whether it’s to delight the family at dinnertime, or to impress friends at a weekend party.

In creating this exciting new brand, The Very Very Veg Co has considered the different needs of consumers at various ages and stages. So we’ve put together specialised fresh veg ranges aimed at the whole spectrum, from novices to more experienced family cooks:

• Everyday Favourites
• Organic
• Easy Peasy
• Small and Sweet

With over forty years of expertise in driving category growth, we believe that offering this great range of vegetables together under The Very Very Veg Co brand is going to be a winning move, providing all-important convenience for consumers.

We’ve got plenty of new varieties and recipes in the pipeline. And we’re investing in a big way on in-store events and promotion. Result? We’re bringing your vegetable aisle to life!

If you are interested in stocking our Unearthed Treasures, or any of the other products in The Very Very Veg Co range, please get in touch with us – details are at the top of this page.