The marketing campaign to support this year's British bean and pea season gets underway this month, the fourth year that the Taste of Summer media relations initiative has looked to educate customers in UK on the vegetables.
Despite a difficult 2009 season, where unfavourable weather and a tough economic climate threw up challenges for the industry, Taste of Summer continued to strengthen consumer interest, resulting in a 60 per cent increase in sales of green beans alone.
According to the campaign team, a further 220,000 households were tempted to enjoy runner beans last summer, while those purchasing broad beans and fresh peas bought in greater volumes.
Last season's campaign reached an audience of 37m people, with 40 per cent of website visitors clicking through to the recipe section.
This year's campaign will focus on media relations aimed at raising awareness of UK growers and looking at new ways to enjoy beans and peas.
"Consumers want to eat British-grown, locally produced, fresh seasonal vegetables, and our campaign supports the best quality produce available throughout the summer," said Mike Scott of Manor Fresh, which is backing the campaign along with Barfoots, Mack Multiples and Wealmoor.