Sainsbury's Keeps It British With Essex Grown Figs

20 Aug 2013 --- This August, Sainsbury’s will be the first and only major supermarket to sell fresh figs grown in Britain. Starting with stores in Essex and London, the home country grower has successfully taken on the challenge to grow fresh fruit that is traditionally found in warmer climates such as Spain and Turkey and as far afield as California.

The figs were initially trialled last summer and the crop has expanded due to trees flourishing so well. The cold weather at the beginning of the year means the fruit have taken some time to reach optimum size however the summer heatwave has helped with the ripeness of the figs. The Taste the Difference Figs have been tested and approved by customers, offering the great flavour of the Mediterranean while being home grown.

Initially just a handful of fig trees were grown recreationally by the Sicilian growers at the supplier farm Abbey View. However, following Sainsbury’s 20x20 pledge to sell more British produce, Abbey View launched a trial to consider the figs for commercial production. Due to the growing demand for the fruit and the successful acclimatisation of the trees they increased the crop to more than 300 trees.

Sainsbury’s exotic fruit technologist Sam Taylor said: “We’re always looking for new ways to offer more great tasting British products in our stores and figs come as the latest success.  This is good for British Farmers who want to diversify as well as customers who we know look for UK produced products.  It’s been a tough season for our growers so we’re delighted that the crop has flourished so well and we’d encourage our customers in Essex and London to take advantage of this exclusive offer.”

Sainsbury’s has been working with Abbey View growers in Essex for over 50 years, to provide customers with great quality British produce including tomatoes, cucumbers and even peppers and aubergines. The local launch of these Essex-grown figs marks another example of the retailer’s commitment to offer British varieties wherever possible.

Figs are a really versatile fruit and make an ideal addition to salads and cheeseboards served fresh, dried or even as a base in preserves. For a simple yet exotic dessert, they’re great poached in syrup with vanilla ice cream.