The recent surge in sales of British asparagus and rhubarb has been attributed to the sunniest March on record in England, creating ideal conditions for an early and abundant harvest of these popular spring crops. According to Met Office data, March 2025 saw England experience its highest levels of sunshine since records began in 1910, with multiple counties setting new sunshine duration records. The prolonged warmer-than-average temperatures extended into April, benefiting farmers following a challenging period marked by 18 months of heavy rainfall.

Traditionally, the British asparagus season begins in late April, often marked by St George’s Day on 23rd April, and lasts approximately eight weeks. However, this year the season has started earlier than usual, with early supplies plentiful enough to prompt increased consumer demand. Ocado’s sales data reveals this trend clearly: sales of British rhubarb have increased by 88 per cent compared to the same period last year, while asparagus sales have risen by 12 per cent month on month. Additionally, online interest in rhubarb has surged, with searches rising 11 per cent month on month and 19 per cent year on year.

Martha Springham, produce trading manager at Ocado Retail, commented on these developments, saying, “The long winter provided a tough backdrop for British farmers, but their produce is among the best in the world, and it’s fantastic to see shoppers supporting them now that the sunshine is here.” She highlighted that Ocado offers a wider selection of British produce than any other supermarket and that the retailer continues to work closely with suppliers to ensure customers can access a variety of fresh, high-quality products, from asparagus tips suitable for roasting to rhubarb ideal for desserts.

Since last year, Ocado has featured a dedicated "Best of British" aisle, showcasing more than 800 items from UK farmers and growers. This initiative enables customers to conveniently support local agriculture and enjoy seasonal British produce throughout the year.

Chris Chinn, a grower at Cobrey Farms, shared his perspective on the current season’s prospects: “Being able to show off the best of British is still as exciting as ever. We hope to continue the early momentum for the rest of the season with sunny weather. British produce quality remains very high, and seeing positive reviews on Ocado and a growing customer base makes all the effort of the whole team worthwhile.”

With the combination of favourable weather conditions and growing consumer enthusiasm, this year’s early asparagus and rhubarb season promises strong support for British farmers and high-quality harvests for shoppers across the UK.