Beetroot is making a comeback after years of falling sales as its newly discovered health benefits appeal to young consumers.
Tesco has seen beetroot sales rise 50%, says buyer Sam Pearl.
“Demand for beetroot has been so phenomenal that we have had to give it extra shelf space,” she said.
Graham Forber, managing director of packer and processor G’s Fresh Beetroot, said sales were growing on the back of product development and clever marketing.
“Beetroot has been seen as a traditional food, often soaked in vinegar.
We are trying to win back consumers who were put off it long ago at school.”
Though G’s sales increased by 10% last year to more than 11,000t, Mr Forber said prices were under supermarket pressure, though it could still be a lucrative crop for farmers.