Rhubarb Razzmatazz!!

To many the first mention of Rhubarb takes us back to our old school days when it was served drowning in lumpy custard. These days however things have moved on. Grans soggy crumbles are a thing of the past as rhubarb has now become adopted by today's trendy chefs as an accompaniment to many meat and fish dishes.

There is quite a hidden history behind rhubarb, which dates back to 2700bc when its roots powder was originally a sought after drug thought to cure stomch, colon and liver complaints and a wide range of other illnesses. Its seeds first came from Siberia in the 16th century and were sent to British hospitals who were encouraged to make their own supply of the drug. It wasn't until the 18th century that people started to eat rhubarb when its popularity followed the discovery in 1817 by a London based grower of the process known as "forced" where the plants were forced to produce juicy, sweet tasting tender stems in the winter.

Rhubard production moved to Yorkshire in the late 18th century where the heavy soil and climate are said to be ideal growing conditions, as its roots need a heavy frost before they start to grow. Yorkshire and particularly Wakefield has become the centre of the world for forced rhubarb production, and to mark its importance in the area a festival is held there every February which attracts hunudreds of tourists from all over the world. There are two growing methods which are forced and outdoor. The plants for forced rhubarb are strengthened for two summers before being used. They are subjected to at least three month frost before being placed in heated sheds where they will then produce for about six weeks. The outdoor season takes place between April and September, forced rhubarb is generally from January to April.

AMS have enjoyed a super working relationship with E Oldroyd and Son from Wakefield for nearly three years. This relationship is a continnuation of a previous 4 year association with A H Hillerl who joined their marketing business wish AMS in 1999.

For seven years they have successfully supplied all of ASDA's rhubarb with a committed inivolvement in the products marketing. Although rhubarb is technically a vegetable, both ASDA, AMS and Oldroyd recognise its similarities as a soft fruit i.e. handling, storage and the way it is sold. So much so, Janet and Neil have now decided to dedicate 5 acres of their land to English strawberry production also for ASDA. This will bring even more synergies and cost benefits to the relationship between E Oldroyd and AMS in the future.

The Oldroyds farm is based in Carlton near Wakefield. It is one of the largest producers within the Rhubarb Triangle boundary. The company was formed over 80 years ago and has remained a family business ever since, seeing five generations working at the farm. Their experience and knowledge of othe product is second to none and this is supported by a dedicated passion for rhubarb throughout the whole family. Janet in particular has great pleasure in praising rhubarb to the many that visit their farm during the festival week, sharing her extensive knowledge of its history and dietary benefits as she takes them on a tour around their candle lit sheds.

Although there is the drug curing qualities "myth" from previous centuries, nothing has ever been proven to date. What can be said is that rhubarb does have exceptional qualities that can aid process in maintaining a healthy body. Having a low calorie and high calcium content has seen its benefits become recognised by many of the major diet clubs, who recommend it as a non fat containing alternative to dairy products. Rhubarb is also a good source of Pottasium and fibre, and its oxalic acid content purges and detoxifies the body. It has also been found to reduce cholesterol levels and help in the prevention of deep vein thrombosis, not to mention the reduced need for colonic irrigation!

With its widely promoted health benefits and its increased scope for use by leading household named chefs, rhubard certainly has an exciting future ahead. With this in mind we all look forward to increased sales as rhubarbs popularity continues to grow.

Spring 2003