The impetus for the campaign comes from major changes in the industry following the collapse of Albert Fisher plc earlier this year and the announcement by a national restaurant chain that it planned to axe peas from its menus. Albert Fisher held a 15 per cent share of the UK's annual consumption of premium garden peas before its collapse in the spring.

PVGA contacted the leading pub and restaurant chains at the end of last month inviting them to enter the Great British Pub & Restaurant Challenge .

The challenge was to devise a starter and main course lunch menu highlighting fresh or frozen vegetables that had to include peas. Julie Friend of The Turners, Crawford St in the West End of London was the overall winner with a further six regional winners also named.

The winning recipes were issued to regional radio and press and feature on the pea campaign website. The next target for the PVGA is secondary schools.

'This is the second year of our national promotional campaign aimed at promoting peas,' said PVGA chief executive Martin Riggall. 'SThe results have been very encouraging with catering outlets going to great lengths to produce some exciting vegetable cuisine and a poll where 92 per cent of people voted for peas to stay on their menu.'

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