At the end of the season, consumers
want more
01 June 2008 15:28
Mike Knowles
Celebrity chef Gordon Ramsay courted controversy last month when he suggested that new laws be introduced to fine restaurants that sell out-of-season fruit and vegetables. His suggestion, I have to say, is a little hard to digest, particularly when you're sat in the guy's new Plane Food restaurant at Heathrow’s Terminal Five and considering whether or not to plump for the Bramley and Pink Lady apple crumble. The Bramley is definitely going to be from the UK, but what nationality is a Pink Lady these days? I also noticed there were green beans, white asparagus, carrots, spinach and mashed potatoes on the menu; will these all be removed once the British season has finished? We should keep an eye on the menu (available online) to find out.
Seasonality ought to be celebrated rather than scandalised. The new UK berry campaign Seasonal Berries, launched at this magazine's new Global Berry Congress in London last month, does precisely that, encouraging consumers to enjoy high-quality soft fruit from the UK, Spain and Chile at different times of the year. In an age of growing environmental awareness, buying local produce in season is certainly preferable, but that's not to say that the same in-season product from overseas will necessarily be inferior.
Meanwhile, as most of Europe prepares to support their team at Euro 2008 (a classic example of an industry sustaining interest in a product once the domestic season has finished), I wonder how long it will take the fresh produce sector to catch up with other food sectors in targeting football fans. There are signs that it may be happening – Jaffa is now sponsoring a youth football team in the UK, Nicolas Anelka has taken time out from missing vital penalty kicks to endorse bananas from Guadeloupe and Martinique, and Chiquita has been handing out inflatable bananas at the Champions League final. However, support for such promotions needs to be more evident at an official level. Last September, UEFA and the EC launched the Get Active! campaign to encourage more physical activity and a healthier lifestyle, reaching around 100m people through a 30-second TV advert shown during the half-time break of each of the 125 Champions League matches. But as European produce associations AREFLH and Freshfel Europe point out, the EC needs to underline more clearly the importance of fruit and vegetable consumption. After all, football fans are among the most voracious consumers of all.
Celebrity chef Gordon Ramsay courted controversy last month when he suggested that new laws be introduced to fine restaurants that sell out-of-season fruit and vegetables. His suggestion, I have to say, is a little hard to digest, particularly when you're sat in the guy's new Plane Food restaurant at Heathrow’s Terminal Five and considering whether or not to plump for the Bramley and Pink Lady apple crumble. The Bramley is definitely going to be from the UK, but what nationality is a Pink Lady these days? I also noticed there were green beans, white asparagus, carrots, spinach and mashed potatoes on the menu; will these all be removed once the British season has finished? We should keep an eye on the menu (available online) to find out.
Seasonality ought to be celebrated rather than scandalised. The new UK berry campaign Seasonal Berries, launched at this magazine's new Global Berry Congress in London last month, does precisely that, encouraging consumers to enjoy high-quality soft fruit from the UK, Spain and Chile at different times of the year. In an age of growing environmental awareness, buying local produce in season is certainly preferable, but that's not to say that the same in-season product from overseas will necessarily be inferior.
Meanwhile, as most of Europe prepares to support their team at Euro 2008 (a classic example of an industry sustaining interest in a product once the domestic season has finished), I wonder how long it will take the fresh produce sector to catch up with other food sectors in targeting football fans. There are signs that it may be happening – Jaffa is now sponsoring a youth football team in the UK, Nicolas Anelka has taken time out from missing vital penalty kicks to endorse bananas from Guadeloupe and Martinique, and Chiquita has been handing out inflatable bananas at the Champions League final. However, support for such promotions needs to be more evident at an official level. Last September, UEFA and the EC launched the Get Active! campaign to encourage more physical activity and a healthier lifestyle, reaching around 100m people through a 30-second TV advert shown during the half-time break of each of the 125 Champions League matches. But as European produce associations AREFLH and Freshfel Europe point out, the EC needs to underline more clearly the importance of fruit and vegetable consumption. After all, football fans are among the most voracious consumers of all.
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