Watton Produce

It’s Official: We Are Becoming More Health Conscious Consumers -
Food Standards Agency Survey Reveals.

parsnips The Food Standards Agency (FSA) published its sixth annual Consumer Attitudes to Food survey this month revealing that an increasing number of consumers across the UK say they are taking an active interest in their food and diet, with more people checking food labels and trying to eat more fruit and vegetables.

The survey highlights a number of diet and health trends that have emerged since 2000, these include:

• A significant increase in the number of consumers who are aware that we should eat at least 5 portions of a variety of fruit and vegetables each day.
• Increasing UK-wide consumer concern over the amount of salt, fat and sugar present in food since 2003.
• An increase in the number of consumers who claim to be eating more vegetables, salads and fruits, compared with last year.
• An increase in the proportion of UK-wide consumers
claiming to sit down together for a main meal at least
once a day.
• The level of UK-wide concern over the accuracy of food labelling has remained consistent from 2003 to 2005, with approximately two-fifths expressing concern.

Gill Fine, Director of Consumer Choice and Dietary Health at the Food Standards Agency said, “It's encouraging that the Agency's survey shows a growing awareness among consumers towards healthier eating.

mini cucumbers The rise in the number of people who say they are eating more fruit and veg, and checking their food labels shows a real shift in attitudes since the Agency first began these surveys in 2000. It's also reassuring that consumers who are aware of the FSA, rate it as an organisation they feel they can trust and that there is a rise in the number in consumers who say they are confident in the role played by the FSA regarding food safety issues.” The survey also revealed that UK wide the percentage of people who are aware that they should be eating at least 5 portions of a variety of fruit and veg each day has risen from 43% in 2000 to 67% in 2005. However regional breakdowns show, that those in the Midlands and Southwest are more likely to know the ‘5 a day’ message than consumers in the Southeast.

Watton Produce confirm that their production has increased in line with this changing attitude and Operations Manager Steve Navey added, “It’s
encouraging that the agency’s survey shows a growing awareness amongst consumers towards healthier eating. We have been producing top quality vegetables for almost forty years and this improved awareness together with growing creativity in the kitchen has contributed to an increase in sales in both ready to cook vegetables and our healthy snacking range.”

Note: The Consumer Attitudes Survey is conducted annually by the Food Standards Agency to provide a better understanding of attitudes, knowledge, behaviour, and awareness among the public with regards to food standards and safety. The first study, in 2000 (published January 2001) enabled benchmarks to be set, and each additional study allows the Agency to track changes in behaviour and attitude, and measure trends. TNS conducted over 3,000 interviews among a representative sample of the UK population. Interviews were conducted faceto- face in people's homes between 5 September and 16 October 2005.

Sainsbury's

Can you Beetroot?

Beetroot is set to follow in the footsteps of blueberries and broccoli and is fast becoming the superfood of the moment according to the Fresh Produce Journal, 27th January 2006.

The root vegetable is enjoying a resurgence of appeal amongst the young and trendy thanks to its wealth of health benefits. The consumer demographic is changing with more young people recognising beetroot for its great taste, versatility and health benefits, where previously beetroot was only popular with the older generation.

Sainsbury’s are enjoying considerable success with the line at the moment with a substantial increase in year on year sales. Sainsbury’s root vegetable buyer, Russell Crowe, identified the potential for bunched beet many years ago and has strongly pushed Watton to increase availability.

During this financial year, according to their AC Nielsen scan data Sainsbury’s value market share on beetroot has increased from 21% Period 1 (w/e 23rd April) to a whopping 25.3% at the current time and Sainsbury’s dominance in the market on this line is prompting other retailers to follow. Watton recently asked Sainsbury’s to increase the number of stores that Beetroot is ranged into by 35% and this has led to a corresponding increase in weekly sales. At the time that this went to press in March sales on beetroot for this financial year were already 145% ahead of 2004-05 and we are hoping to increase this by a further 50% during 2006-07 which will surely see one of the most phenomenal increases in sales on a fresh produce line ever!

Sainsbury’s have included beetroot in their Best in Season calendar for September 2006 and with further penetration driving promotional activity throughout the year there is no reason why beetroot cannot become as popular as parsnips within the next few years.

This has prompted Watton’s Supply Chain Manager Chris Negus to radically increase his programs with growers.

So what is the attraction of beetroot? Eating purple foodstuffs can help to fight heart disease, cancer and arthritis and beetroot is a source of fibre and rich in folic acid too.

There was a time when the only beetroot was vacuum packed in vinegar and made a rare appearance in salads. But beetroot is amazingly versatile; a quick and simple beetroot dish that the kids will love is to grate 4 cooked beetroots and 1 apple, mix them together and serve cold with your favourite dish. It’s delicious!

Don't be alarmed though if, after eating beetroot, you start to see some pink side effects!

State of the art Product Development Kitchen

Creating a new QA and technical building to include a state-of-the-art new product development kitchen.

The facility will have full cook facilities, sampling area and full temperature controlled shelf life facilities for the technical team.
This will be a major investment and provide a major new service for our customers.

Healthy Snacks to go

Product Description: Ready to eat carrot pieces especially selected for maximum flavour and crisp crunchy texture, with a sour cream and chive dip.
Pack Contents: 100% Imperator carrots favoured for their wonderfully sweet taste, ideal for enjoying raw, packed with natural goodness and naturally bright in hue.

The sour cream dip is low calories and low fat.
5 A day: The medical profession and the government recommend we eat 5 pieces of fruit and veg daily and each pack provides you with one portion. Naturally rich in vitamin A good for teeth and gums. Less than 3% fat and only 69 calories.

Shelf Life: D + 7 – The Imperator carrot gives you a longer shelf life as break down is delayed due to its much smaller core than the typical Nantes carrot. They are also robust thus avoiding bending or splitting.

In Field Selection for the Best Carrots

During the winter and spring months, product is imported from our counterparts in Spain - Chipiona Produce and WH Knights of Spain.
305 tonnes (610,000 bunches) of bunched beetroot arrive between November and June.
Whilst between December and June 520 tonnes (1,040,000 bunches) of carrots are imported.

From mid-April to mid-July, we import 800 tonnes of parsnips from Spain, washed, cooled and packed ready for our customer's shelves.

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