British brassica growers are set to enlarge a recently-created consumer-focused media relations campaign as part of a strategy that they hope can reverse years of decline in the category during the summer months.
For its second year, the UK Brassica Growers Association’s Love Your Greens campaign will seek to reach a far wider audience than the initial stage of the promotion via print, broadcast and online media.
The campaign began in 2010 with the launch of a consumer-facing website (www.loveyourgreens.co.uk) and the creation of a recipe and photo library, as part of a drive to encourage more consumers to buy and cook with brassicas.
Co-organisers Pam Lloyd PR said the second year of the campaign would aim to build on the foundations created last year, extending the recipe repertoire, adding to and refreshing the website and using the campaign materials to reach a wider consumer audience.
The association’s PR committee chairman, Geoffrey Philpott, a cauliflower grower from Kent, said: “We have seen an improvement in cauliflower sales during 2010 and I have no doubt that the campaign has contributed to this.
“My concern is that the campaign is funded by only a small number of packers and growers and much more support is needed so that the campaign can continue and grow into 2011 and benefit more growers.”
The past few years’ sales data has seen declining figures for brassicas and sales traditionally slow during the summer months, but in 2010 while the campaign has been live, sales have shown a slight increase.
According to data from Kantor Worldpanel for the 52 weeks ending 5 September 2010, sales volumes rose by 0.8 per cent compared with the same period of the previous year when sales dropped by 5 per cent.
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