Kumara the hot potato in UK

David Jones says the public are paying up to $12 a kg for kumara in British supermarkets. Picture / Northern Advocate

The kumara, that gnarled old favorite, enemy of the vegetable peeler and friend of the roasting pan, is up for a top United Kingdom food award as the choice of the health-conscious gourmet.

The sweet potato has been shortlisted in the fresh produce category of the Q-Awards in London that recognise taste, quality, packaging, presentation, value for money and nutrition.

Dargaville-based co-operative Delta Produce has increased kumara exports to the UK since 2003 from four containers a year to one every week to 10 days.

Delta general manager David Jones expects exports this year to hit $1 million, a significant boost to the $30 million industry.

"It's selling very well with its profile boosted by chefs such as Jamie Oliver ... and now it's been shortlisted for the Q-Awards."

Jones said he knew nothing about the awards before the nomination, but the excitment was now growing.

"Sainsbury's [supermarket] continues to increase distribution through its stores nationally," he said.

"The product is now sold in 200 outlets and a win in the Q-Awards could see it listed in all 570 outlets."

He said demand was rising, despite kumara costing up to $12 a kilo, about three times its price in New Zealand.

"It's something completely new that they hadn't seen before."

He said that given the high price tag, kumara were being sold in packs of three as a gourmet item.

Strong branding of its New Zealand origin plus health benefits including low carbohydrates and anti-oxidants helped the kumara stand out.

"Anti-oxidants help to fight free radicals, that helps prevent certain sorts of cancers, so that is something they're pushing," Jones said.

And a low-carb kumara rather than a high-carb British spud presents a tasty choice for the Atkins diet devotee.

However, Delta's export success has not come without hard work and Jones said the UK supplier quality assurance test was a "damn sight harder that the New Zealand one".

He said it took a year to get through the paperwork and understand the requirements.

"In the UK they have much more concern about the welfare of your staff ... the environment, whether you've got areas on the property that you've fenced off for regrowing native bush, whether you've got waterways that are attracting bird life and all that sort of thing," he said.

"Whereas in New Zealand we should be, but we don't necessarily look at that aspect of quality assurance."

Meeting the requirements was "very hard" but this had proven to be of wider benefit to the industry.

"It means that we've lifted the game right through from the growers, through to the suppliers and through the pack house."

He said that helped the company compete in the New Zealand market as well.