Opportunity created by low global hop harvests

Poor international hop harvests last year could work to the advantage of British growers, especially given the continued growth of the craft beer market, according to British Hop Association representative Ali Capper.

Image: Pixabay
Image: Pixabay

"Last season there was a hop shortfall of 15-20 per cent in the USA and Germany, which together account for 70 per cent of the world crop, due to high temperatures and low rainfall," she said. "That has tightened the market and brought reserves out of store, and some varieties are in shortage. In response there has been an increase in acreage this season, here and elsewhere. In the UK there has also been a shift to more fashionable varieties in response to the craft beer revolution."

Craft beers use more hops. But according to the German Hop Industry Association around 86,600 tonnes were harvested globally in 2015 from 51,200ha, indicating a yield below 1.7 tonnes/ha - lower than all but one of the last 15 seasons.

Proposals - Agenda set by Fit for the Future

- Position fruit and vegetables in front of customers across multiple parts of supermarkets - in multipacks, snack packs, lunchtime meal deals, alongside ready meals and at the checkout.

- Increase the fruit and vegetable presence in the growing snacks category.

- Make fruit and vegetable products more fun and appealing to children, both at retail and food service.

- Reformulate existing prepared foods by increasing fruit and vegetable content and include more fruit and vegetable options in meal deals.

- Print storage instructions onto fruit and vegetable packs.

- Include a fruit and vegetable section in trolleys.

- Consider a rewards programme for purchasing healthy products.

- Increase staff knowledge about healthy food choices and nutrition.

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