A heritage celery variety could become the next British food with protected European status.
Cambridgeshire salad company G's Marketing plans to apply to the EC for Protected Geographical Indication for Fenland celery within the next few weeks. If successful, G's, which supplies 65% of all celery sold at UK retail, predicts it could gain approval as early as next year.
The move is part of plans to raise the overall profile of Fenland celery, which is grown in black soil in the Cambridgeshire Fens around Ely. Its season is slightly later than standard celery and it has a nuttier flavour and lighter colour.
Overall celery sales have struggled in recent times, with 2008 values static at £62m and volumes sliding 1.5% [Nielsen]. "Celery is not the most exciting category, so if we can find a number of stories or messages to raise the profile in the consumer consciousness through PR activity, then this should have a halo effect across total celery," said G's category marketing manager Anthony Gardiner.
PGI status would also add value to Fenland celery on shelf and enable it to maximise sales during the brief period when it was in season, he added.
Currently Jersey Royal Potatoes are the only UK fresh produce item to have protected status, and producers have been encouraged by scheme administrator Adas to make more applications. "Fenland celery is a fantastic example of the unique vegetables this country has, and we could do with more of them in the EU protected food names scheme," said scheme manager Irene Bocchetta.
Cambridgeshire salad company G's Marketing plans to apply to the EC for Protected Geographical Indication for Fenland celery within the next few weeks. If successful, G's, which supplies 65% of all celery sold at UK retail, predicts it could gain approval as early as next year.
The move is part of plans to raise the overall profile of Fenland celery, which is grown in black soil in the Cambridgeshire Fens around Ely. Its season is slightly later than standard celery and it has a nuttier flavour and lighter colour.
Overall celery sales have struggled in recent times, with 2008 values static at £62m and volumes sliding 1.5% [Nielsen]. "Celery is not the most exciting category, so if we can find a number of stories or messages to raise the profile in the consumer consciousness through PR activity, then this should have a halo effect across total celery," said G's category marketing manager Anthony Gardiner.
PGI status would also add value to Fenland celery on shelf and enable it to maximise sales during the brief period when it was in season, he added.
Currently Jersey Royal Potatoes are the only UK fresh produce item to have protected status, and producers have been encouraged by scheme administrator Adas to make more applications. "Fenland celery is a fantastic example of the unique vegetables this country has, and we could do with more of them in the EU protected food names scheme," said scheme manager Irene Bocchetta.
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