Members of The British Carrot Growers’ Association (BCGA) have been experiencing very good growth with retail sales - excluding speciality lines - increasing by more than nine per cent to £235 million and volumes increasing by nearly five per cent to 321,000 tonnes.
Carrot grower Tim Bradshaw, a member of the BCGA PR committee, said: “The campaign is really working as more people appreciate the exceptional value of British carrots - not only are they nutritionally healthy, but they also taste good and can be used in many different ways, which in turn drives demand.”
High demand is partly down to a very cold winter and an increasing number of people cooking from scratch, but is also thanks to a PR campaign that has generated publicity worth more than £1m in seven months.
Mustard Communications was appointed as the new PR agency in January 2009 and the campaign kicked off in the New Year with a Carrot Calorie (& Credit) Crunch diet, devised by leading nutritionist Juliette Kellow, with new recipe development, media briefings and sample drops.
The latest focus has been the launch of new-season carrots, which has been pushing their superior sweet taste and tender skin into the spotlight.
The fact that carrots are harvested in the middle of the night to protect their tender skins from the sun’s harsh rays provided an ideal news hook and a photo-call and media interviews were set up.
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