Consumers Out Of Season

Nothing beats fresh, seasonal vegetables for both flavour and nutrients. Buying seasonal produce can save you money too - perfect if you’re watching the pennies, but still want to eat healthily. But now, new research for Discover Kale shows that many consumers have no idea when traditional British vegetables are in season, with men being the worst offenders.
The survey shows that consumers are clearly confused when it comes to seasonality, yet when questioned, almost half stated that serving British seasonal vegetables is important to them. Nearly four in ten men thought fresh peas were still in season and only 28 per cent of men recognised kale, a staple British crop, packed with nutrients and flavour as being available now.

The British season for kale runs from June to March, meaning there is just a couple of months each year when this nutritious vegetable is not in season. Kale has been enjoyed for generations, partly because it is so versatile and can be used in a number of dishes - from soups to stir fries, risottos to roasts, and pasta to pies - and also because it is great value for money.

Nutritionist Fiona Hunter said: “For good reasons consumers are constantly being advised to eat seasonal produce but these findings show that they are really unsure about the seasonality of some of our most popular vegetables. This knowledge is really important when it comes to planning a healthy, balanced diet – on a budget. Kale is very good value because it’s tasty, versatile and nutritious, and looks good. It ticks all the right boxes but unfortunately until consumers understand seasonality better they may continue to miss out. Kale is packed full of vitamins and nutrients - from vitamins K, A and C, to manganese, copper, fibre, calcium, and iron. The kale family is also an excellent source of lutein, which can help to prevent Age-related Macular Degeneration – the leading cause of loss of vision in the Western World.”

As well as kale the seasonality of other British vegetables failed to spark recognition with British consumers. Just 47 per cent of men and 57 per cent of women identified that broccoli was in season. Awareness of cauliflower’s season was even lower – just 40 per cent of men and half of women questioned knew it was in season now.

Butternut squash, a vegetable long associated with autumn and winter, was recognised as in season by less than half of women questioned, and just a quarter of men.
Kale’s Italian cousin, cavolo nero, now grown in Britain, was identified as in season by just 8 per cent of women. For once men showed slightly greater recognition - although only one in ten men were aware it was currently in season!