The Fresh Prepared Salads Producer Group (FPSPG) has enlisted two celebrity faces - Channel 4’s Cook Yourself Thin chefs Sophie Michell and Harry Eastwood - to front its Cook Yourself Healthy campaign.
The campaign marks the fourth year since the FPSPG was formed. In addition to the campaign, the FPSPG will continue to address common misconceptions surrounding the production of salad bags, such as environmental impact and washing techniques, through a series of targeted advertorials, salad farm tours, Q&A sessions and a media relations campaign led by Wendy Akers PR. The FPSPG comprises major UK salad bag producers Bakkavör, Natures Way Foods, Nature’s Best, Vitacress Salads, Florette and Kanes Foods.
Kip Winter-Cox, founding member of the FPSPG, said: “With 72 per cent of the UK population using salad bags and an excellent record in product safety and standards, the fresh prepared salad market has a huge amount to be proud of.
“Following the great success the girls experienced with the first series of the Cook Yourself Thin programme and their own individual book launches, Sophie and Harry are being tipped as the next hot celebrity chefs. Their ethos is to create unpretentious, convenient and yet healthy meals using fresh, quality produce, but without sacrificing on taste. This not only has wide-reaching media appeal, but together with their cookery credentials and sensible attitudes towards food preparation and enjoyment, makes them the perfect partner for promoting fresh bagged salads.”
The chefs have created a number of exclusive recipes using bagged salads and these will be used in various PR activities throughout 2008, including the FPSPG website www.salad-recipes.co.uk. Michell and Eastwood will also be celebrating the start of the UK salad season in May by fronting a national competition to find The Great British Salad. Inviting the public to “grab a salad bag and let their imagination run wild”, the chefs are asking the British nation to invent a brand new, tasty salad recipe.
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