St. George’s Day has become synonymous with the start of British Asparagus Season, thanks to the Vale of Evesham’s British Asparagus Festival. Some of the best asparagus in the world is said to come from this area of the country – also known as the UK’s fruit and vegetable basket.

The asparagus season only lasts for about six weeks from 23rd April into early June, so the British Asparagus Festival wants everyone to celebrate it when it starts. Just as leeks are synonymous with St. David’s Day, it seems right that asparagus is the symbol of St. George’s Day.

In the Vale of Evesham, National Asparagus Day celebrations begin at the National Trust’s Bretforton pub, The Fleece. The first-cut round of asparagus is the centre of festivities that include Morris Dancing, a blessing and a special ode. Surrounded by characters such as Gus, the asparagus man, the Asparamancer and St. George himself, and accompanied by a cavalcade of Morgan Cars, the asparagus is taken to a different destination each year to benefit charities.

History Of The Festival

For many years, Vale of Evesham asparagus has become more and more popular following the success of the famous asparagus auctions at The Fleece Inn at Bretforton. Talks between tourism industry providers and local growers took place to decide how the area could capitalise on this popularity and “fill in” the week between the auctions at The Fleece with other asparagus related events.

In its first year (2006) largely through the marketing efforts of The British Asparagus Growers Association the Festival attracted a lot of media interest and also a lot of visitors to our area, as well as increasing the awareness of this amazing British vegetable.

Plans for the 2007 event progressed well, with the National promotion by ourselves, The Growers Association, The Festival, TV and radio interviews and numerous articles in National magazines, newspapers and food related journals  which the area has enormously benefited from.

Friend and local celebrity Mr Henry Sandon (BBC Antiques Roadshow) opened the event and celebrity chef Rachel Green became the face of the campaign and even attended the Festival doing cookery demonstrations.

What was interesting during the promotion of the 2007 event was that, suddenly the Vale Asparagus Festival was being promoted by the media as “The British Asparagus Festival” and by this time we were communicating with the Stockton Asparagus Festival in California – who are very interested in our new venture.

Source: British Asparagus