Nearly five months on from the product’s launch, the sweet-tasting, long-stemmed Bellaverde broccoli is now in 148 Sainsbury’s and 150 Waitrose stores across the UK.
The brand, marketed by vegetable producer Marshalls, has also been the subject of a consumer-facing PR campaign since early July, which generated an audience of 31 million people by the end of August, through press coverage, press drops and promotion.
Last month saw Bellaverde broccoli used in in-store tastings for the first time in Sainsbury’s.
Product will still be sourced from Britain until mid-November and will then turn to the Spanish crop of the variety from November to June, ensuring year-round supply.
Cat Mowbray, group marketing manager at Marshalls, told FPJ at last month’s Restaurant Show in London: “We have been through quite a learning curve and we are working very closely with our harvesting team in Spain.
“We are also looking out for opportunities in the restaurant arena. Success is all about getting the product out there and making it right for the customer. For me, it is about finding a supply chain that is right. It would be fantastic to get Bellaverde in the restaurants.”
Mowbray, pictured, maintained that Marshalls is “really pleased” with the level of sales of Bellaverde so far and the exposure it has received.
She told FPJ: “The PR campaign will run until March next year and we would hope to continue with some form of consumer campaign; it is difficult to measure a campaign’s success, but sales have been higher.
The Bellaverde broccoli PR campaign has been supported by celebrity chef Gino D’Acampo, who was present at the Restaurant Show to promote the product. Marshalls was part of the Select Lincolnshire stand, which championed fresh produce at the event.
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