The second half of 2009 proved a positive period for Tenderstem broccoli in the UK, with strong sales helping push full-year figures well past those recorded in 2008.
Sales targets were met despite the continued impact of the economic downturn that dragged down volumes in the first five months of the year, with a committed business strategy supported by a robust marketing plan instrumental in turning the slow start into a successful campaign.
'Initially faced with an extremely difficult and uncertain year, we're very satisfied with the 2009 sales figures and delighted that we have achieved everything we set out at the beginning of the year,' said Andy McDonald of Coregeo, the brand manager in the UK marketing Tenderstem.
For 2010, sales volumes are expected to grow by around 15 per cent, with an aim of increasing the number of UK planters to boost home-grown volumes.
The new PR campaign for 2010 will lead with the 'Year of health for Tenderstem broccoli' demonstrating the health properties of the vegetable. Jo Pratt will continue in her role as brand ambassador for the product, which will make its debut at the Vitality show in March, with in-store promotions at major retailers also part of this year's marketing drive.
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