Halloween’s golden opportunity for DGM Growers and Waitrose | City & Business | Finance
The glow of pumpkin supremacy and Waitrose partner DGM Growers never stops, with Halloween-hungry shoppers driving up demand and extending the decorating season. The specialist vegetable group is delivering more than 100,000 premium samples to the supermarket chain this year. The majority consist of large and medium-sized edible carved pumpkins, but a fan base is growing for the smaller Ghost variety as well. Prized for its pale skin, it creates eerily eye-catching displays.
“Halloween continues to grow in popularity and searches on Waitrose.com are up 32% this year,” says Russell Crowe, fresh produce and horticulture sourcing manager. “Although these pumpkins are not used in the same way as other fruits and vegetables, sourcing is still important to our customers. That’s why we’re really pleased to be partnering with DGM Growers to support local farmers and offer home-grown pumpkins. You can be sure you’re supporting the Brits when you make your funky decorations.”
DGM, which employs 158 people, has doubled its sales in the last eight years and now has a turnover of around £38 million. Recognized as the only chicory grower in the UK, it is part of the Fresca Group, which has a 150-year heritage dating back to London’s old Covent Garden market and now supplies retailers, catering and wholesalers. Today it has the UK’s largest greenhouse production at Thanet Earth in Kent.
DGM’s preparation takes 11 months due to Halloween’s narrow season window and the need to deal with heavy stock piles associated with the challenge. “Pumpkins are becoming an increasingly important part of our portfolio,” says DGM managing director Simon Scott.
“The feeling of having a successful Halloween in eight weeks is unlike anything else. Fortunately, it’s a robust crop. Color is determined by good sunlight and post-harvest care. Continuing investments to support logistics such as cold storage ensure we can meet demand. People don’t want dirty pumpkins, but sometimes cleaning them can shorten their shelf life. We focused on preventing them from getting dirty in the first place by planting grass or a cover crop in a field and then placing the harvested pumpkins on top.”
The fascinating effect of Halloween also sows the seeds of new trends in home decoration. Waitrose buyer Phoebe Walsh says customers have embraced watermelon and pineapple carving to express their desire for creative innovation. “Pumpkin art is also becoming increasingly popular,” he adds. “We have a proper logistics plan in place and keep in regular contact with DGM so farms and transport are organized for a quick turnaround.” There may be more shape changes on the pumpkin front as well. “We’re constantly looking at what’s next, from different colored pumpkins to unusual shapes,” says Scott. “Growers have a lot of work to do to expand options and there is a desire for this in the UK.” www.waitrose.com, www.frescagroup.co.uk
