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Herb market on a steady increase

The market for fresh herbs has consistently grown by about 10% - 12% a year during the last ten years, and growers are expecting the increase to continue. “Our markets have been consistently growing over the years,” explains Sarah Yoder of Shenandoah Growers Inc. “We anticipate the growth to continually increase for a few more years before levelling out.”

The increase in demand originates from consumers becoming more aware of the benefits fresh herbs have to offer as a natural and healthy alternative to flavouring food. “Not only do herbs add nutritional benefits to food, but also add complementing flavours to dishes without adding salt, sugar or fat.”



The use of herbs is also trending in television shows and magazines allowing unknown variants to become more popular. For example, green basil is a recognizable herb which is favoured however, purple basil remains relatively new to consumers. “Half of the herbs Shenandoah ships are varieties of basil, but about 1%, maybe less, is purple basil.”

Despite having a similar aroma and flavour as green basil, purple basil is not an everyday herb. Most produce chains still consider it a speciality item which is used more as a garnish or in a flower bouquet, than in cuisine. Though it has an unknown nature, purple basil can be easily substituted for other herbs. “If you need green basil, but only have purple, you can still cook the recipe. If you need an onion and only have chives, the flavour will still be achievable. We encourage our consumers to try different pairings to achieve different flavours.”

For more information please contact:
Sarah Yoder
Shenandoah Growers Inc.
Toll free: (888) 390-6466
Tel: (540) 896-6939
Fax: (540) 896-6615
herb@freshherbs.com
www.shenandoahgrowers.com


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