UK retailer Waitrose has said that sales of gourds are up by 260%, boosted by shoppers looking for new ways to decorates their homes for Halloween and the autumn season.
The grocer says that it has had to increase orders of the unusual vegetable due to its 'unprecedented popularity' this year.
"It’s no longer enough to have a lonely pumpkin on the doorstep," said Samantha Brett, Waitrose's horticultural buyer, noting that UK shoppers have been inspired by the doorstep displays from the US.
"This is not just restricted to the doorstep," she added. "Shoppers are bringing the outside in and decorating the inside of their homes too with colourful gourds, pumpkins and other seasonal produce."
Gourd Appeal
Gourds are part of the cucurbit family, which includes other seasonal vegetables such as pumpkins and butternut squash, as well as watermelons and cucumbers.
Waitrose says that the produce is mainly bought for its decorative appeal, but can be spiced, baked, or added to soups.
The retailer's gourds are available for £1 each, and are available in a variety of colours.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.
