Building on its success of last year, which resulted in a pivotal change in consumer buying habits, the PR campaign to support the British bean and pea season will kick off in June.
Supported by Barfoots of Botley, Mack Multiples, Manor Fresh and Wealmoor, the campaign for this summer’s crop of broad beans, peas, runner and green beans continues its drive to educate and inspire new consumers to feast on Britain’s classic summer greens.
Broad beans, which are enjoying something of a renaissance, sparked much interest in 2008 with chefs and food editors declaring their passion for the “fabulous broad bean”. The attention did not go unnoticed and was marked with an increased spend of 86.2 per cent year on year among a new generation of affluent young people looking for fresh ideas to eat and entertain at home.
Renewed interest in beans and peas was also confirmed by visitors to the new website - www.tastesofsummer.co.uk - which received a total of 5,500 visitors during the season, with some 8,500 pages viewed.
Diana Rees of Manor Fresh said: “Beans and peas have been grown in this country to a premium standard for generations, but perhaps only the older shopper recognised this. With new interest from the under-30s, we have confidence that British beans and peas will continue to increase in popularity.”
The need to tighten belts is reflected in this year’s campaign, with many people opting to stay in the UK for their family holiday.
A downloadable recipe collection of simple salads, dips and dishes for picnics, barbecues, outdoor parties and informal dining that aims to inspire those feeding family and friends is now available on the website.
Rees continued: “Looking at the summers of yesteryear, people enjoyed good times even though money was often tight. The current economic climate is clearly making us all consider what we have to enjoy here in our own country and British summertime goes hand in hand with eating the finest British home-grown seasonal produce.”
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