California Asparagus Peaks for Mother’s Day

El Centro, Calif. (April 6, 2010) A succession of cool-weather fronts off the Pacific has delayed the traditional California asparagus harvest peak.

Because of the unseasonably cool and damp weather in all growing areas, the harvest is running about two weeks later than normal, said Marc Marchini, Chairman of AM Farms, Stockton. The asparagus being shipped has greatly benefited from the slower maturation because it is high in sugars, and a larger percentage than normal is being shipped in the increasingly popular jumbo size.

Retailers are reporting substantial incremental profits from their asparagus section by stocking the standard size for salad and ethnic dish applications; large and extra large for the traditional side-dish recipes; and jumbos for grilling and stir-fry dishes.

An additional benefit of the later-than-normal harvest is that retailers can expect promotable quantities for Memorial Day features, said Cherie Watte Angulo, Executive Director for the California Asparagus Commission. Timing for grower-funded promotional programs has been shifted to match the anticipated harvest peak. Consumer food editors around the country have been prompted to schedule their features throughout the month of May, to remind consumers of the many ways to use California asparagus and the many nutritional benefits from doing so. The foodservice industry is also expected to pull heavily during May to support chain and distributor promotions nationwide.

Retailers are encouraged to visit www.calasparagus.com for downloadable, market-proven artwork, attention-getting point-of-purchase cards and other sales aids to help call attention to this high-impulse purchase item. By working together, were hoping to help retailers make this the most successful California asparagus season on record, Angulo said.

Source: California Asparagus Commission