Even though the grower appreciates individual initiatives to put celeriac on the map, he still thinks the industry would be better off with multiparty efforts. "Not every grower has the means or the capacity to promote his business, and we should also remember that not every type of celeriac is suitable for top market supply. There are many factors to be considered, and I think most producers would benefit from the exchange of knowledge a joint effort would yield. Currently, we are deploying a wide range of initiatives to enhance the quality of knob celery, so that more growers will find their way to the high end of the market."
Not that the celeriac business is doing poorly. Prices are good and growers have made quite a lot of money in the past years. The sector is growing, admits Sweep. But he adds: "The market will always be better in places like Eastern Europe, where celeriac is part of the daily meal. Over here in the West, consumption is more incidental." Still, there are things to look forward to, like the rising export to the US, as well as upcoming campaigns pitching celery as health food. "We’re anticipating a vigorous growth," says Sweep. "We just need to be ready to pick up opportunities that present themselves."
For more information:
Pierre Sweep
A & P Sweep
[email protected]