Tenderstem broccoli sees 19.8% sales surge in Ireland
With sales surging by nearly 20% in two years, Tenderstem broccoli is making its mark in Ireland
Print27 February 2025
Tenderstem, broccoli’s tastier cousin, continues to thrive in the Irish market, with sales volume growing by an impressive 19.8% over the past two years.
With ambitious plans for a further 22% growth in the next twelve months, the brand sees significant potential for expansion.
Rising demand
Despite strong demand here in Ireland, per capita consumption of Tenderstem® remains at just half that of the UK, where sales continue to rise by double digits year on year.
This presents a major opportunity for Irish retailers to capitalise on increasing consumer interest in this versatile vegetable.
Marketed under licence in Ireland by GFE (Global Fresh Exotics), based in Co. Meath, Tenderstem® is committed to working closely with retailers and its local growers to maximise this growth opportunity.
“There is strong potential for Tenderstem across both retail and food service and we are encouraging businesses to take advantage of its rising demand and its ability to elevate menus and plates across homes and businesses,” said Richard Moore, managing director, GFE.
With licensed growers both here in Ireland and internationally, GFE can deliver a consistent high-quality product year-round.
Paving the way
In 2025, Tenderstem® will drive brand awareness in Ireland through targeted marketing campaigns, collaborations, and consumer trial engagement.
The success of its 2024 campaigns has paved the way to further educate on the nutritional benefits and versatility of the product, including a partnership with Malte Half, head chef at Dublin’s famed Glas restaurant, the brand’s first presence at the 2024 National Ploughing Championships, and local promotions celebrating Tenderstem’s® Irish summer production.
In 2023, the brand launched its Tenderstem® Broccoli but Better campaign as a result of the growing popularity of the veg and has been educating shoppers on how to best enjoy this deliciously tasty veg, through a dedicated website packed with recipes, plus helpful ‘how-to’ videos, nutritional information and lots more.
With a dedicated local supply chain and increasing brand presence, Tenderstem® truly is Broccoli but Better. Get in touch richard@gfe.ie
Read more: Tenderstem broccoli set to thrive in Ireland with new local growers
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