The supply of beets is more limited for the 2023/2024 season. "We are fortunate to have yielded ample supply to meet this year's forecast until the next growing season, but the overall supply of red beetroot this season has been limited in availability due to poor climate," says George Shropshire, general manager for Offshoot Brands.
Shropshire says in August, there was an abundance of rain in certain growing regions which caused a delay in harvest by three to four weeks and diminished crop yields in certain areas. While the growing season for red beetroot starts in July and finishes in late October, some of Offshoot's growers finished earlier this year due to good weather in late September through October.
It's a different picture than the 2022-2023 season which was a hot season and one that required consistent irrigation. "On average, growers were able to yield significant crop last season despite the warmer climates," says Shropshire.
Meanwhile, the demand for red beetroot is rising because consumers are increasingly prioritizing their health and becoming aware of the health benefits of the vegetable. "We foresee consumption of beets and healthy foods in general increasing in the years to come as consumers continue to demand better-for-you convenience items. Consumers are also seeking whole foods that are ready-to-eat and have a clean label with minimal ingredients," Shropshire says.
Increasing convenience
With those trends in mind, in recent years Offshoot Brands launched products such as Perfectly Pickled Beets which are available nationally and have become one of its most popular products. Tapping into the packaged salad trend, more recently it introduced its Classic Beet Salad Kit, available at retailers such as Meijer, Top's, Price Chopper and Costco (and more retailers coming soon), which is made up of peeled and cooked beet wedges, goat cheese, walnuts and a balsamic vinaigrette.
As for pricing, generally, they are increasing for red beetroot--however, Shropshire says it has strong relationships with growers and the market has done well to minimize cost increases.
Looking ahead, Shropshire says it will continue to monitor its supply and plan its crop for the next growing season to meet consumer demands. "We are finalizing our acreage so the growers can secure the land needed as they cannot grow on the same plots each year due to crop rotation and making sure we keep soil health top of mind," says Shropshire.
For more information:
Maggie Scott
Offshoot Brands
Tel: +1 (856) 457-6951
[email protected]
www.offshootbrands.com