UK: Celebrity chef triggers soaring demand for asparagus
Sales of asparagus are soaring, thanks to the endorsement of the TV celebrity chef Jamie Oliver, according to the Independent newspaper.
Asparagus sales in supermarket Sainsbury has risen by 290% following television adverts by Oliver, who signed a new £1m (US$1.83m) deal with Sainsbury in April.
Pack sales have risen from 700,000 to 1.4m. "Our asparagus [is] flying off the shelves," said Sainsbury's trading manager John Maylam. Rivals have also benefited from Oliver's endorsement - a phenomenon witnessed when Delia Smith plugged Maldon Sea Salt and cranberries in her cookbooks.
Buying power is often used by supermarkets to negotiate with their suppliers to get lower prices. These savings can then be passed onto the consumer in terms of price cuts and promotions. But do consu...
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