A marketing campaign to drive sales of beans and peas in the UK is kicking off in June, following on from last year's successful promotion which helped increase spending 86.2 per cent on a year-on-year basis among pre-family consumers.
The campaign, which is backed by Barfoots, Mack Multiples, Manor Fresh and Wealmoor, aims to educate and inspire new customers to try the summer crop of broad beans, peas, runner beans and green beans.
"Beans and peas have been grown in this country to a premium standard for generations but perhaps only the older shopper recognised this," said Diana Rees of Manor Fresh. "With new interest from the under 30s we have confidence British beans and peas will continue to increase in popularity."
Promotional material on the campaign website (www.tastesofsummer.co.uk) will include a downloadable recipe collection of simple salads, dips and dishes for picnics, barbecues, parties and informal dining, as well as an 'academy' which offers a step-by-step guide on how best to store, pod and slice the vegetables.
"Looking at the summers of yesteryear, people enjoyed good times even though money was often tight," Ms Rees added. "The current economic climate is clearly making us all consider what we have to enjoy here in our own country and British Summertime goes hand in hand with eating the finest British home-grown seasonal produce."