A new campaign from UK trade body British Summer Fruits will promote Spanish spring strawberries and aim to “bring summer forward”.
Primavera Strawberry, which is Spanish for 'Spring strawberry', will be positioned as the “next exciting strawberry season” for consumers to look forward to, with the added aim of ramping excitement ahead of the British season.
It will work with partners in the Spanish food sector in the UK, such as chefs and restaurants, to promote new season strawberries from Spain.
“We are exploring a strawberry workshop event in a leading London location, as well as activating the wider foodie community through influencers and bloggers to engage them in the Primavera Strawberry season,” said a spokesperson for British Summer Fruits.
The news comes amid warnings that the Spanish strawberry season may overlap with the start of the British crop, due to the delayed start to Spanish fruit caused by cold, wet weather and a subsequently reduced marketing window.
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