What is 'seasonal' supposed to mean?

[Ktay]

Just taken receipt of my latest Ocado delivery and found my 'seasonal' apples are New Zealand braeburns... I was disappointed (would have liked some lovely discoveries or similar) but not overly surprised. I'm not planning to go all trades descriptions on them but if someone's selling seasonal produce shouldn't they really be working to UK seasons? Or am I missing something?

I agree. Seasonality has to be tied up with food miles or it's a meaningless concept - after all all foods are in season somewhere in the world all the year round

I would love to ask them for their rationale.

I suppose maybe they use it to mean it hasn't been grown in a greenhouse out-of-season like salad things, or very early strawberries.... but yes, I'd have assumed they meant British seasons!

And there must be local apples available - it's apple time of year. We've just been given a huge bag of them by our neighbour.

"Seasonal" in that context is going to mean 'wherever braeburns happen to be from at this time of year'... Some varieties are earlier than others.

Hmm I think a more detailed explanation on their website wouldn't go amiss. I'll contact them for more info and let you know if they get back to me.

Hope you're enjoying the genuine article Ormirian!

Well FWIW this was their reply. Stated the obvious without really addressing my query but at least I know I can carry on ordering their 'seasonal' apples for the next few months. (I ended up getting a refund on the braeburns anyway as half the apples were blemished - I doubt a lengthy period travelling halfway round the world in a deep-freeze helped with that.)

"Thank you for your e-mail.

Further to your query I would like to advise you that our Trading department has spoken to our supplier and they have advised that the British apple season has just started. We will be supplying British Apples commencing this week.

I hope this has been of some assistance."

I would say a large majority of the food sold in the supermarkets comes from beyond our borders, I would actually be quite surprised if what was sold/sent was grown in the UK.

I know, and although I always have half an eye on food miles I don't get too hung up about them. But when you're buying something that is so linked to 'seasonality' (like apples or asparagus or what have you) it's a bit galling to buy something that should be in season and instead receive a well travelled but less tasty alternative!