Brassica brand Tenderstem has announced a new partnership with Irish TV personality and food writer Donal Skehan.
Skehan has been brought on board to promote this year’s Tenderstem National Recipe Hunt competition, launching on the brand’s website in May, to find the nation’s best recipes using the vegetable.
He has been a regular guest presenter on Saturday Kitchen, a co-presenter on Junior Masterchef and the author of several cook books.
The competition, now in its second year, will be supported through on-pack promotion, digital and social advertising, and PR.
Chief marketing officer for the Tenderstem brand in the UK, Michelle Toft, said: “We are delighted to be working with such a passionate, exciting foodie. Donal is perfect to inspire consumers to try Tenderstem in new and varied ways.
“We want to scout out the nation’s finest culinary creations, from as many people as possible, to learn how they are cooking our versatile vegetable.”
Tenderstem’s partnership with Skehan was launched last week at an exclusive media event at London’s L’Atelier Des Chefs cooking school. The TV chef hosted a cookery class for the media, guiding them through two breakfast and brunch recipes.
The National Recipe Hunt competition will run online for three months with the winner getting to meet Donal at an exclusive cookery class in July.