Vegetable co-op Fresh Growers has launched a series of specially created summer and winter recipes to encourage consumption of its Chantenay carrots.
The dishes, developed by Rachel Green, Yorkshire TV’s Flying Cook, are presented as summer and winter recipes on www.chantenay.co.uk and in the consumer press targeted by Fresh Growers.
“It’s not enough simply to grow Chantenay and get it on supermarket shelves,” said Fresh Growers md Martin Evans. “We also need to inspire people about cooking with Chantenay so they can make the most of this special variety of carrot.
“Rachel Green has created a delicious selection of recipes, which I hope people will feel confident about trying at home.”
Fresh Growers expects to have harvested some 12,800 tonnes at season’s end this summer - 60 per cent up on last year. Demand from the trade is increasing week-on-week with regular orders from restaurants, a steady wholesale business supplied through Nationwide Produce, and catering and foodservice customers served by Fresh Direct, which offers a 1kg pack.
Last week, Sainsbury’s ran a promotion with Chantenay, which was advertised nationally through The Times. “Fresh Growers’ creative marketing approach over the last six months already appears to be paying off,” said a spokeswoman. “…The 2005-06 season is now well over halfway through, and already as many Chantenay as were sold in the previous season have been harvested and sold.”
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