Tenderstem®, hailed as broccoli’s tastier cousin, has proved a big hit with Irish households enjoying a doubling in sales figures within the past three years.
This vegetable is set for continued success in the Irish market due to stronger local partnerships, increased grower support, and a targeted marketing campaign highlighting its sweet, nutty flavour.
Coregeo, the master licensor and Global Fresh Exotics, licensee in Ireland, plan to triple Tenderstem® sales by 2034, leveraging strong relationships with local growers like Milview Farm and The Thorpe Family Organic Farm.
Sales targets
The sales targets will be met by collaborating with local growers for top-quality Irish produce, distributing it through a wide retailer network, and promoting the “Tenderstem®: Broccoli but Better” message through advertising, social media, sampling, and food service campaigns during key times like Christmas, Valentine’s, and autumn.
“We have big ambitions for this mighty vegetable, programming crops both here in Ireland with our fantastic local growers and product sourced from licensed growers internationally, delivering a consistent high-quality product all year round,” said Richard Moore, managing director, Global Fresh Exotics.
Harvesting for freshness
“On our 250 acre farm we grow a mix of brassica crops and of course Tenderstem,” said Chris Keane, owner of Milview Farm.
Keane notes they walk the crop every day and harvest twice a day to ensure its freshness.
“The flavour of Tenderstem broccoli differs from standard broccoli, it has a much sweeter and nuttier taste – it’s actually become my kid’s favourite vegetable. We grow Tenderstem exclusively for GFE and we’re so delighted to see it on the shelf.”
The Tenderstem® team will be at the National Ploughing Championships, 17 – 19 September, Rathineska, Co. Laois.
Read more: Tenderstem and top chef Malte Half join forces to inspire with vegetarian delights
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