Speaking at this year's Soft Fruit conference in Ashford on November 27, Joan Cremer of the NSFA announced next year's promotional strategy and spoke of the success of past campaigns.

The 2002 soft fruit festival is set to take place near Paddock Wood in Kent on June 21-22, Cremer told delegates, and will follow national strawberry day – scheduled for June 13.

'The festival will be a marvellous opportunity to promote all that is good about strawberries,' she said.

The new recipe book is due to be launched in May, and is being partly sponsored by Marks & Spencer, and has a very 'contemporary feel', according to Cremer.

Commenting on the season, she said 2001, which featured the British Strawberry Sweethearts day, had been the best year in terms of successful promotions. She thanked the multiples for their 'generous support' and producers for their hard work, and said that the association's ultimate goal was to 'retain respect and consumer loyalty'.

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