Trade body will publish monthly league tables, culminating in British Brassica Retailer of the Year Awards
The Brassica Growers Association (BGA) has launched a new campaign to encourage retailers and consumers to ‘think British’ when buying brassicas.
Using the latest market data, the Brassica Growers Association will publish monthly league tables, culminating in the British Brassica Retailer of the Year Awards, which will reveal how supermarkets rank in their support of British brassica growers.
The organisation is following the lead of fellow fresh produce industry body British Apples and Pears (BAPL) which has been tracking UK supermarkets’ support for domestic topfruit since 2023.
Taking into account volume sales and market share, the British Brassica Retailer of the Year Awards will allow retailers to assess where they stand against one another, while also recognising standout activity through a dedicated ‘British Brassica Promotion’ category.
Chair of the Brassica Growers Association (BGA), Peter Durose, said: “Despite the challenges of cost inflation due to the Gulf conflict, and the current high temperatures we’re experiencing, reports back from our growers are overwhelmingly positive for this year’s brassica growing season.
“We’re doing all we can to support British farmers and not end up in the position they were in last year. Sadly, due to retailers not buying British-grown brassica throughout the growing seasons, the surplus stocks meant an alarming amount ended up being ploughed back into the fields or turned into animal feed.
“We strongly believe that British retailers should be purchasing British-grown brassicas ahead of imported produce throughout the entirety of the UK season – not just at its peak.
“By launching these awards, we hope to shine a light on retailer performance, recognise those doing well, and encourage the whole market to do more to support our British brassica farmers.”
Alongside the retailer awards, the BGA said it would begin a consumer campaign this July aimed at driving awareness of the benefits of buying British-grown brassicas.
Working with content creators, the campaign will run across organic and paid social media, focusing on the health benefits of brassicas, the environmental advantages of buying British, and easy-to-cook recipe inspiration.
It is all designed to encourage consumers to ‘Think Brassica – Think British’ when UK produce is in season.
