UKShallot.com, the shallot industry’s marketing body, said value sales for the first half of 2005 were up 23% on the same period last year and 30% up on 2003.
Sales during July, traditionally a quiet month for shallots as the old crop comes to an end while the new crop is harvested, were up 16% on July 2004.
This has been attributed in part to the vegetable’s appearance two weeks running in July on the BBC2 cookery programme Saturday Kitchen. Supplier Paul Cripsey of FB Parrish said the new UK shallot season was now well under way.
“The cornerstone of our campaign is to demonstrate to consumers that shallots are not just for putting in winter stews but have lots of other culinary uses. They’re great on the barbecue, in salads and dressings, and fantastic roasted whole. That message seems to be getting across as both value sales and penetration figures continue to rise.
“There clearly is still scope for sustained development of the shallot market and we will continue to educate consumers.”