Rainy Season Challenges and Strong Demand
Frederik Pahus Bruun, PR Manager at GreenPeas, reports on a delayed pea harvest in Denmark this year, attributing it to an exceptionally rainy spring and colder winter conditions. “The prolonged rain, surpassing historical records dating back to 1936, coupled with late frost and hail, has significantly impacted our production timeline,” says Bruun.
Despite these challenges, Bruun highlights a robust and growing demand for GreenPeas’ sweet snack peas both domestically and across Europe. “Our peas have gained popularity as a sweet snack alternative to traditional starchy cooking peas. This surge in demand is driven by factors such as their exceptional sweetness, high protein content, and versatility in various culinary applications,” explains Bruun. Consumer preferences shifting towards fresh, climate-friendly produce and heightened awareness of the health benefits associated with peas have further fueled this trend.
Market Expansion and Sustainability Focus
GreenPeas maintains a strong commitment to sustainability and quality, reflecting their dedication to environmentally conscious practices. “We prioritize exporting to nearby markets to ensure maximum freshness and minimal environmental impact,” Bruun affirms. This strategy aligns with their core values of delivering high-quality produce while minimizing their carbon footprint.
While continuing to focus on their established local markets, GreenPeas is strategically exploring opportunities to expand into neighboring regions without compromising on freshness. “Our expansion plans are carefully crafted to uphold our product’s freshness and quality, essential attributes that define our brand,” notes Bruun.
Optimism for the Future
Looking ahead to the upcoming pea season, GreenPeas anticipates sustained high demand driven by current market trends and consumer preferences. “We are optimistic about the prospects for our sweet protein legumes in Europe. The positive reception from consumers and our ongoing commitment to sustainability position us well for another successful season,” Bruun concludes confidently.
