Veg power campaign returns to promote British-grown butternut’s versaility, nutritional value and taste
Better with Butternut, Veg Power’s campaign to promote British-grown butternut squash, has returned for a third year with its “most ambitious” iteration yet.
It comes as the autumnal crop reaches its peak harvest period in the UK.
The campaign, which is held in partnership with Barfoots, Sakata and Waitrose, will feature a slew of new activities, including in-store activations, a new film and educational resources.
It sits alongside Veg Power’s other national initiatives to boost the public’s consumption of British fresh produce, including the Bang In Some Beans, Eat Them To Defend Them and Attack the Snack campaigns.
At the heart of this year’s campaign is a new film called ‘British Butternut: Meet the Grower’. The film follows the journey of butternut squash from plug planting at Barfoots’ farm on the south coast of England, through to harvest and plate.
A version of the film will also be adapted to primary schools and accompanied by a lesson plan on where food comes from.
Dan Parker, chief executive of Veg Power, said the campaign is a key moment to emphasise the versatility, nutritional value and taste of British-grown butternut squashes.
He said: “What began as a seasonal veg initiative with Barfoots four years ago, has become a four way collaboration with a wider range of consumer engagement activities. We’re looking forward to working with Barfoots, Sakata and Waitrose to get more of the UK enjoying seasonal butternut squash.”
The campaign will also highlight how varietal development has enabled butternut squash to be grown at scale, connecting British provenance, quality and nutrition with sustainable farming practices.
This includes Barfoots’ involvement in Farming for Nature, Waitrose’s regenerative agricultural programme.
Samantha Witherington, butternut buyer at Waitrose, said: “Through our Farming for Nature regenerative agriculture programme, we’re working closely with growers like Barfoots to bring our customers exceptional, high-quality seasonal produce while protecting our farmland for the future.”
Kim Barfoot-Brace, brand and barketing manager, Barfoots, added, “We’re delighted with the visibility and sales the campaign has driven of this highly nutritious and delicious vegetable, which thanks to varietal development, we are now able to grow at scale on our farm on the South Coast of England.”
Other campaign activity includes in-store activations at Waitrose, campaign packaging stickers, interactive school resources, nutritional guidance and recipe ideas.
It will be further supported by the help of Veg Power’s culinary and nutrition ambassadors, including social media content featuring Hugh Fearnley-Whittingstall, as well as recipe content from Sam Nixon, Jeffrey Boadi and other nutritionists and chefs.
