Finally our winter has arrived with three nights of frosts and the promise of snow to come. In reality the days are still warm and the impact on our sea buckthorn will be insignificant. The weather does have a practical impact though. December was a very wet month, with the ground saturated to capacity. In a perverse way this has become an advantage. Hand weeding of large broad leaved weeds becomes a matter of a swift tug and the plant – sometimes with a root of 250mm, can be pulled out without much effort. It has allowed rows to be de weeded at a rate of 100m a day. I should not complain when this bonus gradually retreats – waterlogged ground is not good for sea buckthorn.
On a wider horizon 2016 now seems to be a pivotal political year as the EU referendum may be upon us this year. I suspect that most of the British public is still unaware of most of the issues. I also fear that the issues will be communicated from both politicians and the media in with a bias that is based on concept not fact. Debate at the Oxford Farming conference traded on four subjects – Common Agricultural Policy; access to consumers; influence on regulation; and the balance of how much the UK pays to what it receives from the EU. This last factor trades a CAP payment of £2.9billion to the UK, in return for a payment of £9.8 billion. A stark statement – but one based on agricultural agenda – does with mean that all the other payment is without any benefit? Are there other industries gaining grants and funding? What of Horizon 2020?
In my experience of talking to colleagues there are three industries in the UK – agriculture, waste and construction where regulation is not just talked about in EU terms, but as to how it is gold plated in the UK. Efficient and effective regulation should be, but our politicians are also capable of creating laws. Employment is becoming more expensive. The minimum wage has moved to the living wage with further leap to come within the next five years. Add the drive for pension contributions to this and this becomes a barrier to employment driven not by the EU but by Westminster. The minimum wage was too low, but for business to grow it needs stability and be treated as a partner not a cash cow.
Access to consumers in the EU, as well as the ability to source product for the UK is not hindered by tarriffs and duties. If the UK stands alone, will EU states still welcome our product without barriers? How long will it take to negotiate new trade agreements? Will the UK be negotiating from a position of strength or will it seek alliance with other European non EU members to form a new European trade group? The UK is an exporting nation and the government wants to promote export, but at a time of political, economic and security instability is this really the time to be breaking up relationships? Maybe there are those in Westminster and big buisness who can see a bigger picture with clarity. If so, they should start communicating not only their vision, but the facts that support it, so that Uk citizens can make valued judgements. If the UK can be a stronger by leaving the EU the facts must be like a good marketing message – clear, differentiated and authoritative.
Enough of big politics – this is a time of year for market commentators to be talking about trends for the year ahead. It seems that consumer trust is an underlying message. Smaller brands pushing natural foods; interest back in organics and gluten free; vegetables over animal proteins; a fear of sugars pushing the rise of sour flavours – trend setters all of which would be good for sea buckthorn. The concept that we all need to indulge every once in a while is nothing new – but maybe there is a touch of guilt in the system when the concept looks for adding a “better for you” ingredient. Taste of new product, new experience similarly is a natural demand. New taste is not likely to be a revolution overnight, but the fact that a new experience is described as niche does not mean that it is insignificant. All of these comments I take as positive for our ingredient – sea buckthorn.
It has a unique taste which is electric when mixed with the right companion ingredients. Regulations may not allow us to say so, but its nutritional package can – and does provide a mix of benefits. Most sea buckthorn across Europe is grown organically, produced by mainly small businesses crafting there products and ingredient with passion.
Passion is one thing that is necessary for success. Genuine passion is something that money cannot buy. Here at Devereux farm – as with the many sea buckthorn growers across the EU, the passion comes from pulling together natural talents to be creative. Farming may be becoming a terrain of big organisations – it is still also driven by family farms, with each individual inputting their passion to support the business.
With the Devereux farm 2016 sea buckthorn harvest looking like being the first to bring our Siberian varieties to market, Emma has been in the kitchen devising new recipies. Innovation has sometimes to be brave. Not everything works, but each experience brings new angles to approach. The brief to her was to look for diversity of use. Savoury and sweet; the ability to use sea buckthorn in all meal courses; looking for the best companion flavours. Our approach will not be a rush for new product but this will come. 2016 we will be going into the marketplace with product – but it has to be backed with an understanding of how best to use sea buckthorn. There are many great chefs out there who have creative skills far greater than ours – but we cannot expect sea buckthorn to sell itself. It is a great taste – but as with all greatness it needs moulding to be successful.
