Asparagus grower and wholesaler, Motta Produce, has launched its 2017 season, which it says is shaping as one of its most promising, with growing demand and exciting internal changes within the company.
It was the first time it has held a launch in this way, with a new title, and was highlighted by a charity auction at the Melbourne Markets raising much-needed funds for the Epilepsy Foundation.
"Up for auction was the first box of white asparagus for the season," Marketing and Account Manager Marcus McKay said. "The successful bidder took home the box for $30,000, which we matched dollar for dollar. Along with cash donations from the market community on the day, we raised a total of $118,240, the single biggest donation to the Epilepsy Foundation to date."
Motta Produce is hoping production turns out to be just as successful as the fundraising, despite cooler weather conditions slowing its start.
"With unseasonably low temperatures for the lead up to Spring, the season is off to a slow start." Mr McKay said. "Overnight lows between 2 and 5 degrees have slowed growth significantly. Someone once told me, no two seasons are the same and moreover our volumes of Australian asparagus are down compared to the same time last year. But the late start may result in a very big September/October period. After a successful 2016 season, the season ahead looks to be very exciting indeed. We have made some changes internally that we see holding us in good stead for the future, along with a new box design and our first season launch, 2017 will be huge."
Photo: The box of white asparagus that went up for auction
The company is a second generation family run business specialising in the growing and packing of Asparagus, in Gippsland, Victoria. The region produces roughly 90 per cent of Australian grown asparagus. Motta Produce says that is due to the ideal soil conditions, which this year was challenged, due to less rain than usual.
"The Winter period throughout Victoria was typically cold, however it was a lot dryer than previous years with rainfall averages down across the State," Mr McKay said. "With a good natural water source beneath the ground at Koo Wee Rup, we are fortunate enough to not have to rely on rainfall too much."
Over the last few years Mr McKay says demand for asparagus within Australia has increased significantly, with print and social media proving to be successful platforms in reaching a wide range of fresh produce consumers.
"Media exposure, promotions and overall improved marketing of the Aussie spears have assisted greatly in providing more and more information for consumers and retailers alike on the benefits of eating fresh asparagus," he said. "People want to know; where the product comes from, Was it grown using ethical and responsible practices, What health benefits does it contain, How can I best prepare it."
Photo: Guests enjoy the Motta Produce 2017 season launch
The popularity of the Australian produce reaches into Asia, which has become a strong market and Motta Produce is hoping the success continues.
"Australian asparagus is in high demand from countries overseas and in particular Asia," Mr McKay said. "Japan has always been a great market for us and Korea is our leading market in terms of growth. There are many factors that can impact upon the export market with the strength of the Australian dollar high on the list. However we are optimistic about the season ahead."
The main season for Asparagus lasts until early December.
For more information:Marcus McKay
Motta Produce
Phone: +61 3 5997 1343