Late Easter ideal for asparagus sales

Netherlands: Easter good for a boost of sales? Three fresh produce wholesalers respond

Does trade still have actual Easter sales? We asked various wholesalers. Opinions vary, but one thing is clear: the asparagus will have its moment in the coming days.

“In the past, people tended to cook more elaborately for the holidays, and that is changing,” says Jos Schönhage of the wholesaler’s of the same name in Amsterdam. “Schools tend to be closed for two weeks now, and a lot of people go away. That’s why the period isn’t all that busy anymore. In fact, it might even be less busy.”

Gerard, Bart, Theo and Jos of G. Schӧnhage

“Now that the Easter days and the Dutch King’s day are in the same week, it’ll be a very short week as well. However, it’s good that Easter is late this year. There’s more supply of spring products like asparagus and strawberries now, and prices are better as well. Last year, Easter was early in April, and that was just a bit too early. All in all, I expect regular sales, but it won’t be crazy anymore.”

“It’ll make a difference regarding buying. We’re now receiving non-perishable products like oranges and apples a bit more, so that you don’t have to worry about that later in the week,” says Gert-Jan Langeveld of AGF Siere from Leiden. “Easter sales haven’t really started yet, but we’re expecting to sell a bit more later this week.”

“Instinctively, I’d say turnover is decreasing a bit around Christmas, but on the other hand, the weekend after Ascension Day has been booming in recent years. A lot of people also take that Friday off, and that’s definitely in favour of fresh produce sales. It’s a good thing Easter is late this year, right in the middle of asparagus season. You do the maths. I can guess what most people will serve for dinner. Asparagus will really have their moment,” Gert-Jan explains.

“We definitely have an increase in sales in the week before Easter. In recent years, sales for Easter have even been better than for Christmas, that used to be different in the past,” says Bas van Walderveen of the wholesaler’s of the same name in Nieuwegein. Prospects for this week are good as well. “We’ll have good weather, that will also affect sales.”

“Strawberries, asparagus, melons, all of these will be sold a bit more often in a week like this one. Fortunately, the strawberries and asparagus are readily available, but the availability of melons is a bit trickier. We expect this week to be lovely and busy,” Bas concludes.

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