Fresh Herbs joined Morris dancers, welly wangers and cider and smoothie drinkers last weekend to hold its first ever stand at the Innocent Village Fete in Regent’s Park.
The campaign, which was launched in June, is designed to raise the profile of the product and increase purchases by driving consumer reappraisal.
It combines seven of the UK’s major herb suppliers - R & G Fresh Herb Solutions, Humber VHB, Lighthorne Herbs, Scotherbs, Agrexco, Arava and Swedeponic - which collectively represents around 90 per cent of fresh culinary herbs sold in UK supermarkets.
The Fresh Herbs team aimed to provide simple culinary tips and develop consumer understanding of the lifestyle benefits of herbs at the village fete, and gave away more than 5,000 freshly cut herbs to consumers.
The two-day event attracted more than 60,000 visitors.
The group is set to launch a website that will feature ideas for time-poor chefs, information on the dietary and health benefits of consuming fresh herbs, press releases and an image library, and will be structured to cater for consumer, trade and press enquiries.
Fresh Herbs spokesman Mathew Prestwich said: “The fete was an ideal opportunity for us to talk to consumers about the benefits of using fresh herbs. Consumers were keen to learn more about different herb varieties, and took away simple hints and tips. The weekend was a huge success, and we will continue to look at other sampling opportunities where we can obtain useful consumer insight and challenge perceptions.”
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