The British Asparagus Growers Association will continue with year-round promotion of the crop following encouraging results in its debut year in 2017.
The association has promoted throughout the UK season since beginning its PR drive in 2003, during which time sales of UK-grown product tripled, but last year switched to a year-round approach.
“We had observed in other fresh produce markets that maintaining promotional activity throughout the year helps to maintain demand and provides a higher starting point for domestic growers at the beginning of the season, so we decided to try this approach last year,' said chairman Chris Chinn.
“We were pleased with the results of this innovative approach in 2017, and while the main focus of activity will continue to be the UK season, we will continue year-round promotion in 2018.”
This year the campaign, funded by the association's growers and run by Pam Lloyd PR, will include samples of British asparagus being handed out to London consumers from a unit at the BoxPark, Shoreditch from 21 to 23 May; the start of the British season being promoted at Borough Market, with growers on hand to give out samples of asparagus and answer questions on all things related to the crop; and the restaurant chain Honest Burgers featuring asparagus burgers during the season.
Growers will also host visits to their farms to show a selection of well-known chefs how the crop is grown, as well as the attention to detail required in the growing and harvesting process to get quality asparagus to the consumer throughout the UK.
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