Sprouts are soaring

Sprouts have always been a staple on the Christmas menu, but it seems that their popularity is growing. Grower William Haines, of WR Haines in Chipping Camden, gives us a quick insight into why this may be.

Sprout sales are up 13.3% (TNS Brussels Sprouts - Value 52 w/e 06 Sep 09), and prepared sprouts are also proving extremely popular with consumers, with the sector showing a growth of over 32% year on year, and representing around one fifth of the total sprout market.

But Christmas still remains a hugely important time for sprouts - sprout sales during the month December account for around 23% of total annual sales. 

Williams explained: "We plant from the end of March until the beginning of May which means that we have sprouts available from early July until April."

"The key thing for us during the Christmas period is the weather. We have to watch the forecasts vigilantly as there is a real risk of damaging the sprouts if the temperature falls below -5 or -6oC. If we know there's a frost coming, we'll pick for longer in the evening to make sure we get the sprouts in before it comes."

All sprouts are picked by hand to ensure freshness and quality and deliveries go out 24 hours a day to make sure there are enough sprouts on the supermarket shelves, with the majority of sprouts arriving on the shelf 24/36 hours after being picked. Around 30-40 tonnes of sprouts are packed each day to meet demand during the pre-Christmas period.