Root vegetable producer Huntapac has launched a range of “premium” carrots for the UK market.

Roots is initially available in Booths stores and talks are underway to launch in a number of major retailers this year, the firm said today (17 August).

“Our aim from the outset was to produce a ‘collection’ that not only creates impact
on the retail fixture but informed customers about where their food is coming from
and how it is produced,” Huntapac managing director Warren Hunter said. “The overwhelming feedback throughout our research highlighted the need surrounding understating of provenance.”

Huntapac sales director Simon Trewin told just-food that the launch is about “making a statement on the quality” of the vegetables it produces, which also includes carrots, parsnips and turnips.

“It is a premium carrot that we are growing, the best possible carrot that has the best appearance and profile,” Trewin said. “The crops used are grown across carefully selected sandy land throughout Shropshire, Yorkshire and Scotland.”

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Trewin added that the next step for the company will be to turn its attentions to parsnips in the autumn, in time for the Christmas period.

As part of the launch, a product website has also been produced by the firm.