Jersey Royals
The King of the potato crop, the Jer sey Royal, takes its crown as the most sought after food of the year as Selfridges launches the first ever waiting list for a vegetable. This is in anticipation of a small delivery of the earliest ever crop in store on Friday 10th February.
A mild winter and warmer climates in 2011 and 2012 have pushed the season forward, allowing indoor crops to flourish and this has resulted in demand for the unique tasting new potatoes hitting an unprecedented high. The mild winter also means the outdoor crop, usually expected around April, may hit the shelves earlier than ever before.
The waiting list allows customers to register interest in the early crop expected next week. The only vegetable to have the Protected Destination of Origin* status (meaning they can only be grown on Jersey), Jersey Royals’ unique and distinct flavour makes them the most hotly anticipated seasonal vegetable each year. The sun soaked côtils (steep south facing slopes that benefit from the maximum amount of sunshine) and the 130 year-old hand-planting processes that are unique to Jersey ensures each potato is filled with maximum flavour and has a premium, distinct taste.
Selfridges customers looking to get an early taste of spring can leave their name and contact details in store, or email [email protected] for the chance to get their hands on this limited first harvest of the hottest potato around. This first crop of Jersey Royals to be harvested in 2012 will be hand-lifted and transported straight from Jersey to selected customers for collection in Selfridges on Friday 10th February.
John Garton, Chief Executive of Genuine Jersey comments “The arrival of the Jersey Royal season has always caused excitement but we’ve seen an unprecedented demand for the new potatoes this year due to the mild winter experienced. 130 years of hand planting and age old techniques create the taste and flavour that is unique to Jersey Royal new potatoes and we’re excited to offer Selfridges customers the opportunity to taste a bit of spring in February this year!”
Ewan Venters, Director of Food and Restaurants at Selfridges comments “We’re thrilled to be bringing our customers the earliest ever crop of the most premium new potato. Spring has come early this year and nothing beats the taste and quality of Jersey Royals. We advise our customers to simply boil their batch of Jersey Royals and finish off with butter and mint for a dish that will, quite literally, melt in their mouths.”