Ontario’s asparagus crop will likely run out of steam a couple weeks early without rain to revive its fortunes.

“It’s been a yo-yo spring,” says Brandon Yott, executive director, Asparagus Farmers of Ontario. “A hot spell in April kickstarted the crop but temporary foreign workers weren’t here yet. Growers had to mow down that early crop.”

Cutting started in earnest about May 12, just before Mother’s Day. A steady flow of quality product has moved into Ontario grocer outlets at retail prices ranging from $2.50 to $2.99 per pound. Yott says that retailers have had little appetite for pushing asparagus as a loss leader. Even promotions for Memorial Day in the U.S. did not generate the usual interest.

That said, prices have been generally supported because both Peru and Mexico experienced weather issues that impacted the size of their crops.

For Ontario’s 80 or so growers with a total of 3,700 acres of asparagus in production, the big question is how to differentiate fresh local product from foreign imports. Investing in promotional campaigns is tricky because they don’t want to raise awareness of asparagus that’s been shipped for 2,000 miles. Interestingly, a 2022 survey revealed that consumers didn’t know when the local season started so that insight has been used to target the May 24 long weekend when steady supplies can be guaranteed.

To spotlight this start of the season, Asparagus Farmers of Ontario have worked with retailers and their social media communication channels and digital newsletters.

In the future, expect more communications on the health benefits of asparagus, specifically rutin with its antioxidant and anti-inflammatory effects.

“The saving grace of asparagus is that it’s a perennial,” says Yott. “Planting asparagus is for a 20-year life span.”

While the last several years have been tough seasons, because of COVID and labour issues, asparagus growers are optimistic for the future with research plots and targeted consumer awareness campaigns.

Source:  Asparagus Farmers of Ontario June 2, 2023 interview