Rainy weather has resulted in a later harvest of peas in Denmark, says Frederik Pahus Bruun, PR manager for Danish pea grower and exporter GreenPeas: "Our pea production has been a little delayed this year, due to a very rainy spring and colder winter than normal. We've seen late frost and hail coming at crucial times, which has extended the growing period. The biggest issue has been the rain, which has exceeded the all-time high record in Denmark, dating back to 1936. When you are a producer using seeds, you can tell that such an amount of rain has quite an impact on the production."
Overall, Bruun has noticed an uptick in demand for their peas, both in the domestic market and for exports, he explains. "The demand for our peas has been consistently strong in Denmark and continues to grow in Europe. Customers have seen the greatness in our product, which is sweet snack peas, instead of the conventional starchy cooking peas. This demand is driven by several factors, such as sweetness and taste, but also an increased consumer awareness of health benefits of peas, a rising preference for fresh and climate friendly produce, and the versatility of peas in a wide range of culinary applications. Suddenly, it has become a candy article, or rather a replacement of such in different regions, as peas hold high protein content and sweetness as candy."
"We've seen significant interest from both retail consumers and the food service industry. Furthermore, our focus on sustainability and quality has resonated well with health-conscious and environmentally aware customers. We anticipate this upward trend in demand to continue, bolstered by our marketing efforts and the positive feedback we receive from our satisfied customers."
As GreenPeas prides itself on exporting in such a way that is least harmful to the environment as well as keep their produce freshest, they mostly export to nearby markets, Bruun states: "Our primary export markets are those closest to us, as maintaining freshness is essential for our products. Also, we want to keep our emission footprint as small as possible. By focusing on nearby markets, we can ensure the highest quality and freshness for our customers, which is a core value of our brand. This season, while we remain committed to our key local markets, we are also exploring opportunities to expand into neighbouring regions, where we can still guarantee the same level of freshness and quality. Our expansion strategy will be carefully planned to ensure we do not compromise on the key attribute that defines our products: their freshness."
"We have high expectations for the upcoming pea season. Based on current conditions and market trends, GreenPeas anticipate a strong demand for our sweet protein legumes. We also foresee a steady demand from our established markets, driven by consumers' growing preference for fresh and climate friendly produce. Overall, we are optimistic about achieving both high productivity and market satisfaction this season," Bruun concludes.
For more information:
Frederik Pahus Bruun
GreenPeas
Tel: +45 2053 2522
Email: [email protected]
www.GreenPeas.dk