The supplier group Fresh Herbs set up its first ever stand at this year’s Taste of Birmingham in Cannon Hill Park from July 10-13, which attracted more than 20,000 visitors.
Creating an interactive herb area including herbs from Britain, Europe and Asia, the Fresh Herbs team spoke to thousands of attendees and handed out more than 5,000 samples of rosemary, thyme and sage. The team also provided simple culinary tips and helped to develop consumer understanding of the lifestyle benefits of herbs.
In its second year, the Fresh Herbs campaign has focused on educating consumers and more specifically young professionals about how to use fresh herbs, highlighting the health benefits to encourage trial and experimentation to drive sales.
Combining seven of the UK’s major herb suppliers - R&G Fresh Herbs, Humber VHB, Lighthorne Herbs, Scotherbs, Agrexco, Arava and Swedeponic - Fresh Herbs collectively represents approximately 90 per cent of fresh culinary herbs sold in the UK’s supermarkets.
Mathew Prestwich, spokesperson for Fresh Herbs said: “Taste of Birmingham was a great event for us. The team spoke to thousands of consumers, in a city we have not sampled in before, directing them to supermarkets to buy their herbs and introducing them to new varieties. Next stop on the sampling campaign is the Innocent Village Fete in London’s Regent’s Park.”
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