Sales of asparagus and rhubarb mark significant rise this season
27th April 2025
The sunniest March on record has contributed to a bumper early harvest of British asparagus and rhubarb. Ocado’s latest sales data is showing that consumers are taking full advantage of it.
Met Office statistics show that this year, England enjoyed its sunniest March since records began in 1910, with many individual counties also topping their sunshine duration records.
This brought prolonged periods of warmer than average temperatures, creating perfect conditions for growing asparagus and rhubarb.
The warmer weather, which continued well into April, is a welcome boost for British farmers after the wettest 18 months on record.
The British asparagus season traditionally starts in late April – many use St George’s Day on 23rd April as a marker – but the unexpected warmer weather has brought this forward. Ordinarily it only lasts for around eight weeks, but it appears many shoppers have been quick to take advantage of plentiful early supplies, Ocado said.
British farmers supported by shoppers
Sales data from Ocado shows that British rhubarb sales are up +88% year on year and sales of asparagus are up +12% month on month.
Field-grown rhubarb typically comes into season in April, lasting until September. Brits have been equally keen to stock up on this crumble favourite, with searches for ‘rhubarb’ marking an increase of +11% month on month and +19% year on year.
Martha Springham, produce trading manager at Ocado Retail, said: “The long winter provided a tough backdrop for British farmers, but their produce is among the best in the world, and it’s fantastic to see shoppers supporting them now that the sunshine is here.
“We have a wider selection of British produce than any other supermarket, so whether it’s asparagus tips for roasting or rhubarb for a favourite dessert, we’re continuing to work with our suppliers so our customers can find what they need.”
The retailer launched its Best of British aisle last year, offering more than 800 items from UK farmers and growers, making it easy and convenient for shoppers to support farmers while enjoying fresh, high-quality produce.
Chris Chinn, grower at Cobrey Farms, added: “Being able to show off the best of British is still as exciting as ever. We hope to continue the early momentum for the rest of the season with sunny weather.
“British produce quality remains very high, and seeing positive reviews on Ocado and a growing customer base makes all the effort of the whole team worthwhile.”
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