"I started as a grower back in 1977, growing a lot of different crops and selling them at the outdoor market in Copenhagen. I was originally growing the peas for cooking, but then I started thinking that there might be others out there like me who used to enjoy eating the raw peas while they were being prepared, but had nowhere to buy them." said CEO Peter Skov Johansen
Since then, production has increased year by year, and after 38 years, it has become one of the most popular products in Denmark.
"The product is perfect because it doesn't take the place of any other fruits or vegetables as it is in a category of its own. This means that everything sold for the retailer is extra sales, which is a great selling point. The peas have become so popular that if a supermarket would choose not to carry them, consumers would most likely choose a retailer that does." shared Peter.
The Danish growing season is from June to September, and Peter has been developing alternative growing areas for the last 20 years in Italy, in cooperation with growers there, and their own company production in Portugal since 2015, to fill the gaps outside of the domestic season.
"It has been a work in progress working with the growers in other countries. Due to the peas being eaten raw, they are one of the most difficult vegetables to grow. The seeding needs to be planned to the day. Once it is time to harvest, the peas need to be picked within 2-3 days, otherwise the peas are either too immature or they are over-mature and become starchy. In order to keep continuous production we have to make sure that the harvest days for each field don't overlap with each other." said Peter.
"It's funny because we prefer the peas to be sweet in Denmark, but I have noticed that this might differ per country which is something we need to look into. I have learned that there are some Arab countries who like them when they are not sweet and prefer them to be starchy. It was eye opening for me that there are so many different preferences and different ways to prepare the peas for the different markets."
Greenpeas had a stand at Fruit Logisitica in Berlin for the first time this year and said that they received a lot of interest from visitors all over the world. After their success in the Danish market, Peter has his eye on possibilities in new markets as well, and said that they have been busy with trying to set up sales in the German market for the last few years and even started growing their own peas their on 20 hectares.
"It's one of the healthiest vegetables in the world. All of the nutrients are there, protein, minerals and vitamins. You can actually live on peas alone, it is actually something I do during the summer time, even though it means that I do lose some weight, which can be beneficial too. It's also really hygienic, just like a banana, nature has made its packaging, which means that the product you are eating has never been touched by human hands. I really believe that there is a future for it, which is why I have been sticking to the product." concluded Peter enthusiastically.
For more information:
Peter Skov Johansen
Greenpeas
Tel: +45 20 16 96 90
Email:psj@greenpeas.dk
www.greenpeas.dk