A.H. Worth, the leading producer of cavolo nero and kale in the UK, has reported strong growth in its cavolo nero sales, with value up 12% and volumes rising 17% year on year[i], as demand for the brassica continues to build across UK retail.
The uplift reflects a shift towards scratch cooking and growing demand for fibre-rich foods, with cavolo nero offering a simple way to add both flavour and fibre to everyday meals. A.H. Worth is leveraging these trends to drive category growth through its multi-channel consumer campaign, Discover Great Veg, while working closely with retailers to increase awareness and inspire usage among shoppers.
A.H. Worth supports this growth through a year-round supply model, combining UK production with sourcing from Italy and Spain to maintain consistent availability and meet retailer demand.
Matt Walton, managing director – Fosdyke Farms at A.H. Worth, said: “Cavolo nero is seeing strong growth as shoppers look for fibre-rich ingredients they can easily use in everyday meals. Its versatility is driving trial and repeat purchase, making it increasingly popular with consumers.
“At A.H. Worth, we’re working closely with retailers to build on this growth through consistent year-round supply and activity that increases shopper awareness and usage, including our Discover Great Veg campaign.”
The Discover Great Veg campaign delivered more than 671 million opportunities for consumers to see and hear about vegetables including cavolo nero through a multichannel campaign in 2025, helping to driving awareness, trial and repeat purchase.
In addition to sales, online interest is also growing with Google searches for “how to cook cavolo nero” up 20% year on year, as more shoppers look for ways to cook with it at home.
Having moved into the mainstream over the past decade, cavolo nero is now a core part of the leafy greens fixture. Alongside demand for fibre-rich ingredients and scratch cooking, it is also benefiting from growing interest in globally inspired dishes, with its robust flavour and texture pairing well with cuisines including Korean, Japanese and Mexican.
[i] AH Worth sales
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