Aster, a vibrant flower that was very popular in the Victorian era has made a comeback as one of the UK's fastest-growing gifting bouquets.
With the UK aster season already in full swing, Tesco reports demand rocketing by nearly 350 per cent over the last two sales years.
Now, to cater for that booming demand, the UK's biggest grower of asters, L&D Flowers based in Pinchbeck, near Spalding, Lincolnshire, have grown five million stems for this season.
According to the supermarket, the reason asters have become so popular is that they are an impactful, British seasonal flower, with vivid colors, a good vase life and at £3 a bouquet, they have a great price point.
© Tesco
Tesco Flowers expert and technical manager Jamie Simpson explains: "Asters are glorious flowers that have only recently come back into vogue with growers, but that, in just two years, have made a sensational impact with shoppers.
"Aster Matsumoto which are also known as Japanese Aster, bear beautiful, large daisy-like flower heads and come in many different colours, such as blue, purple, pink, dark pink, red, and white all with a bright yellow centre.
"We first started selling asters in 2022, not only because they look lovely but also because they are such great value for money.
"In that first year we sold 215,000 bunches but they became so popular so quickly that last year we sold 500,000. This year we hope to sell nearly double that."
Asters previously reached the height of their popularity during Victorian times due to that era's fascination with floriography – basically the language of flowers.
Floriography gained significant popularity in the 19th century, especially in Victorian England.
During this period, strict social etiquette discouraged overt displays of emotion, making floriography a discreet way to communicate feelings.
They were seen as a symbol of love, patience and wisdom, making them a perfect gift for a loved one. They also represented elegance and grace – two qualities that were valued during the Victorian era.
James Lacey, Managing Director at L&D Flowers said: "Similar to a lot of fruit grown in the UK this year, we have experienced a bumper crop of asters this summer because of all the sunshine and extra hours of daylight.
"We only started growing asters three years ago as a result of the success we have had with sunflowers, but we've really been taken aback by just how popular the flower has become in so short a space of time.
"In 2022, to start with, we planted enough asters to create 100,000 bunches, which we've been told flew off the shelves. This year we've grown enough for 1.2 million bunches which is an increase of 1100 per cent on our initial planting.
"We grow the asters on the grade one silt soils of South Lincolnshire, which are not only very fertile but also retain moisture well, which has helped us through all the heatwaves that we have had this summer."
Tesco's aster bouquets cost £3 for a single colored bunch or £6 for a bumper mixed colored bunch.
For more information:
Tesco
www.tescoplc.com
