On 29 May-28 June, French marketer Prince de Bretagne is organising its yearly nationwide celebration of early vegetables, which have long been revered for their taste.
The aim, according to the company, is to highlight their availability while offering shoppers some guidelines to aid their purchasing decisions.
The event, which brings together consumers, wholesalers, shippers and retailers from across France and Belgium, stresses the importance of the late winter-early summer period for cultivating good-quality vegetables and places a spotlight on Brittany as the ideal growing region.
“This sixth edition will put some colour into the month of June,” stated Prince de Bretagne in a press release, “with tomatoes, artichokes, potatoes, broccoli, strawberries, cabbages and iceberg lettuce at the heart of the festival.”
Prince de Bretagne anticipates the distribution of 2,500 point-of-sale kits in France and Belgium, including skirts, shelf-talkers, recipe posters and details on how to enter a competition to win a summer holiday.
Wholesalers and retailers have been encouraged to use these point-of-sale materials to create their most attractive displays of early Prince de Bretagne vegetables. A jury will then vote on the best 10 displays, with the winners receiving GoPro cameras.