The campaign to drive sales of Tenderstem broccoli in the UK has new face this year, with cookery writer and food stylist Jo Pratt fronting the promotion.
Ms Pratt has appeared on numerous television programmes including ITV's Daily Cooks and UKTV Food, as well as being the author of the cookbook In the Mood for Food.
'Tenderstem broccoli is versatile, full of goodness, available all year round easy tom cook and prepare and is therefore on my shopping list,' said Ms Pratt. 'It looks great and tastes delicious in stir fries, Italian masterpieces, soups and salads and it even goes perfectly with good old pie and mash!'
As part of the campaign, Ms Pratt is developing a range of recipes exclusively for Tenderstem to appeal to trade and consumer audiences by demonstrating the versatility of the vegetable. Additionally, she is set to present a short film about how the produce is grown and host press events among other activities.
'We're delighted to be working with Jo. Her fresh, contemporary approach to food is perfectly suited to the Tenderstem brand,' said Andy McDonald, managing director of Tenderstem marketer Coregeo UK. 'Sales grew almost 10 per cent last year and I'm sure that this year's campaign will help us grow our share of the broccoli market even further.'
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