Reviving the Popularity of Frozen Peas in British Cuisine
A New Opportunity for British Pea Producers
The Cost-Effective Appeal of Frozen Food
As food prices continue to rise and consumers seek ways to keep their weekly costs down, British vegetable producers are looking to restore the popularity of frozen peas. Once a staple in British cuisine, frozen peas fell out of fashion as shoppers embraced farm-to-table produce like broccoli, peppers, and avocados. However, with the cost-of-living crisis affecting many industries, consumers are turning to cost-effective options like frozen food.
While frozen food often carries a stigma and is associated with processed products, growers believe there is untapped potential in promoting frozen vegetables like peas, which are rich in protein. Holly Jones, executive of the British Growers Association, acknowledges that it is possible to maintain a healthy diet with frozen food and sees great potential in the revival of the British pea.
The Growing Demand for Frozen Peas
According to the British Frozen Foods Federation, Britons spent over £150 million (approximately $191 million) on frozen peas in the year leading up to July 2023. This represents a 10% increase in cash terms compared to the previous year, despite a slight drop in volume sold. With overall food prices surging by over 18.4% in May, producers are optimistic that more consumers will give frozen peas a second chance.
Internet searches for frozen peas, including recipes, have increased by 20% in a year, indicating a growing interest in this versatile vegetable. TV chefs have also contributed to its renewed popularity by showcasing new culinary ideas, such as pea pesto and pea mash. Furthermore, the sector recently celebrated the nutritional benefits of peas during the Great British Pea Week, an annual event that coincides with the start of the harvest.
From Dowdy to Desirable
Reviving the Image of the British Pea
The popularity of peas in Britain reached its peak in the 1970s but declined in subsequent decades. The pea’s image took a hit in the 1990s when it was depicted as a dowdy vegetable in a satirical TV show. However, Stephen Francis, managing director of Fen Peas, believes the decline began in the early 2000s when a restaurant chain considered removing peas from their menu due to low demand.
The COVID-19 pandemic played a significant role in the pea’s revival. As restaurants and hospitality venues closed, more Britons started cooking at home. Additionally, the pandemic disrupted the availability of imported vegetables, leading people to rediscover the value and convenience of frozen peas. In today’s tough economic times, frozen peas offer an affordable option, with no waste and quick preparation.
The Reemergence of the British Pea
Stephen Francis has witnessed a 10% increase in sales in recent years, and he believes there is potential for even more growth. The demand for peas is surpassing his supply capacity, suggesting a strong resurgence in popularity. Moreover, Francis successfully lobbied for the inclusion of a pea emoji on cellphones, further solidifying the pea’s place in British culture.
In Lincolnshire, an agricultural hub in Britain, James Williams operates a giant harvester to collect peas. Moving at a slow pace, the harvester cuts the low-hanging crop and separates the peas from the pods, depositing them into a waiting truck. At Greenyard Frozen U.K., peas go through a rigorous process of tenderizing, washing, and blanching before being rapidly frozen.
Frozen peas are now being appreciated for their cost-effectiveness and shelf life. As consumers look for ways to save money and maintain a healthy diet, British pea producers see a new opportunity to bring this humble vegetable back into the spotlight.
