The first of the Pembrokeshire early potatoes are on the supermarket shelves this week, but the earliest crops are unlikely to hit last year's price highs of £900 a tonne.

On Sunday, Richards Brothers at Angle, were among the first growers to harvest the new season crop.

Although they are independent growers they are marketing their earlies through the growers' co-operative, Puffin Produce, sole supplier of potatoes to ASDA's Welsh stores.

Commercial director Barry Gaskell believed the initial values would be considerably less than last year due to the lateness of the Jersey crop and the influx of imports.

But this was necessary to achieve the right price balance to satisfy both farmers and customers.

"We need the price to be right for the customers and for it to give a sustainable return to the producer,'' said Mr Gaskell. "If we can achieve that balance it will give growers an even return throughout the season.''

Imported potatoes pipped the Pembrokeshire early to the post this year, but Mr Gaskell said there was still good demand for the home-grown varieties.

"The Pembrokeshire potato can win hands down in terms of quality and taste.

"We always have to be mindful of what the customer wants, but with quality and taste we will beat imports every time.''

Puffin Produce will supply ASDA stores with 2,500 tonnes of early crop this season before it moves into the semi-set and set skin varieties.

As the market has changed Puffin has shifted emphasis to maincrop varieties. This year it will be supplying 20,000 tonnes of potatoes to ASDA and its sister companies.

This represents the first increase in potato acreage in Pembrokeshire in several years. "The changing needs of the customer have forced us to change what we grow,'' said Barry Gaskell. "A loss of sales of new potatoes has been a factor of that.''

So what does this mean for the future of the Pembrokeshire early? "I can't see the acreage increasing year on year. New potatoes are grown for an unspecified market. It is better to grow for specified markets and that's why we have had to look at different varieties to spread the acreage over the season.''

q ASDA looks set to win the race to get the first Pembrokeshire new potatoes on the shelves, but they will go on sale in Tesco stores in Haverfordwest, and Pembroke Dock tomorrow (Thursday).

Following the successful launch by Tesco of Pembrokeshire-branded potatoes in 2004, David Dixon, of Williamston Farm, Houghton, and Barry Hathway, of Broomhill Farm, Angle, have more than doubled the potato area on their farms.

Mr Dixon has also built storage facilities so the crop can be lifted in good weather to maintain consistent supplies and this year used polythene for the first time to ensure early growth. Between them the two are growing around 140 acres of Minerva, Lady Christle and Maris Peer.