The British Leafy Salads Association is determined not to be put off by the late arrival of spring, and growers are bullish about the season ahead.

The unexpectedly long cold stint and low light levels have meant that leafy salad crops are around three weeks late, but the industry has already proved itself to be similarly robust by overcoming tough growing conditions last year to record impressive sales increases.

Unit sales of prepared salads increased by 29 per cent in 2012 compared to 2011, and by 3.5 per cent for wholehead, according to the BLSA, and although sales are off to a slower start this year, the association is working hard to prepare for all eventualities.

The BLSA’s EU-backed PR campaign is into its second year, and sets out to continue to inspire consumers to make more of salad and increase purchase frequency. Household penetration of leafy salads is already around 92 per cent, but BLSA chairman Colin Bloomfield believes there is still potential to increase consumption further.

“As part of our PR activity we are highlighting the versatility, variety, convenience and health benefits of leafy salad,” he explains.

The association has been working with TV chef Dean Edwards to produce a guide to different salad leaves and help people understand each leaf’s particular flavour, texture and colour.

The guide provides tips on which foods go with which leaves, with Edwards also producing two new salad recipes to go alongside four generic recipes, which are designed to run through the seasons.

“We’re also looking to help people understand more about where their salad comes from and three of our growers have produced videos for the campaign website www.makemoreofsalad.com,” Bloomfield adds. “These highlight different salad varieties, how lettuce is grown and how salad farmers care for the environment.

“We’ll be profiling these growers in the media to really help tell the story of how leafy salads are produced and the skill and work that goes into salad production.”

BLSA is also putting the focus on the next generation of consumers via its Grow Your Own Salad schools scheme, which kicked off last year. In 2012 some 6,000 schoolchildren took part, and the association plans to provide Grow Your Own Salad packs again this year, as well as developing new curriculum-based resources and an educational online game.

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