No spinach in January, how will I get my green juice?


Eating iceberg lettuce in December seems like a God-given right, but once upon a time, before supermarkets, these veggies would only be stocked when they were in season. But what is the current shortage going to do to one of our newest juice fads, vegetable juice?

The weather in Spain and Italy is to blame, with more rainfall, less sun and even some snow. Not ideal growing conditions. Is it time we went back to just eating the veg that is in season? Especially, with the UK’s exit from the EU, drawing ever closer. Also who wants salad in winter?

Iceberg lettuces are being rationed and some supermarkets are having trouble stocking courgettes, spinach, aubergine, tomatoes, broccoli, peppers and cabbages. This is just in the supermarkets, so how are juice producers going to continue to make the new juices we are grabbing instead of traditional orange?

Many consumers are now aware of the fact that juicing fruit releases more sugar than juicing vegetables. Brands such as Naked (PepsiCo) and Innocent (Coca-Cola) have jumped on this bandwagon to bring consumers green juice.

It is almost certain that prices will increase, as they have done for orange juice due to the poor harvests in Florida and Brazil. Producers may be able to absorb some of the increases rather than pass them onto the consumer, but that is unlikely to be sustainable.

If this shortage continues the amount vegetable juices on supermarket shelves will fall as having a salad in winter is more important to the consumer than a vegetable juice. Green juice is a newer trend and these usually are abandoned more quickly.

Consumers may also see sense and stop demanding lettuces, and other summer veg. A man was stopped in Morrisons Basingstoke due to trying to buy a full basket of just broccoli. Let’s go back to stews and casseroles with potatoes.