G's hope that beetroot's link to better stamina leads to increase in demand

Story by: TOM JACKSON

BEETROOT could hold the key to healthy lifestyles and future sporting success - and March-based G's hope the news could expand the 20,000 tonnes of the vegetable they handle each year.

Graham Forber, managing director, is taking a caution approach to the claims but with some of the company's throughput already going for pressing into juice, he's quietly optimistic of expansion.

"We have been aware of the health attributes of beetroot for many years," he said. "The latest research backs up what we already knew. Any positive publicity for beetroot is obviously good news for us."

Scientists at Exeter University believe that drinking 500ml of beetroot juice a day improves stamina and helps us exercise for 16 per cent longer.

It came after research last year also found that drinking beetroot juice reduces blood pressure, improves fitness and reduces the chances of arteries being blocked.

Mr Forber believes that "millions need to be spent to justify the claims. The British Heart Foundation is supporting the work, but we can't just create labels without more research".

I joined the beetroot juice bandwagon on Friday on a visit to G's product development lab at their Hostmoor Avenue headquarters.

The beetroot juice is mixed with apple juice to give the drink a much sweeter twist.

There is only one organic beetroot juice manufacturer in the UK, James White based in Suffolk. G's supplies the beetroot - and Mr Forber hopes that demand will now increase.

"We need to make people think of beetroot as a tasty, healthy product," he said. "It has a traditional image; as a pickled product manufactured in a traditional way.

"But we want beetroot to also have a healthy, young image. This latest research, I think, goes some way to helping with our aim."

My verdict on beetroot, the juice? A lot nicer than you think.