More than 40,000 brassica food samples will be handed out at Jamie Oliver's Big Feastival this weekend (29-31 August).
Nestling their way onto the festival's bill alongside musicians Kelis and Fatboy Slim, the hand-outs - which form part of the Love Your Greens campaign - are aimed at challenging perceptions and re-engaging customers with the category and its versatile, easy-to-cook vegetables.
Campaign 'ambassadors' will also be at the event to tell festival-goers about the health benefits of incorporating more brassicas into their diets.
The event, staged at former Blur musician Alex James' farm in the Cotswolds, combines all the elements of a traditional music festival alongside food pop-up ventures and family entertainment.
Matthew Rawson, chair of the Brassica Growers' Association, said: 'This is the first event of its kind that we have got involved with, and we chose the Big Feastival specifically for its family-friendly appeal and focus on food. Thousands of people will be in attendance and we're looking forward to showing them how great greens are.'
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