Bord Bia has recruited Irish international rugby star Tommy Bowe, a member of the Lions touring team, to head its Best In Season fresh produce promotion campaign.
Bowe, who plays his club rugby with the Ospreys in Wales, is a key member of the Irish team that will compete in the World Cup finals in New Zealand in September. And in the run-up to the finals, he will be detailing for Irish consumers how he makes
5 A DAY a central part of his training routines, as well as offering advice on how fresh produce can be incorporated into everyday family meals.
“Eating fresh fruit and vegetables is something everyone should be doing,” said Bowe at the launch of the Bord Bia campaign. “Playing rugby every week, I have to be especially careful of what I eat. If I don’t stay fit and healthy, I can’t train and I can’t play. The expert nutritional advice I get is that fresh fruit and vegetables should be top of the list.”
Bowe will be backed up in the campaign by nutritionist Paula Mee and TV chef Catherine Fulvio, plus press, radio and digital promotions, together with a special website to inform consumers when certain fruits and vegetables are in season.
According to the latest Bord Bia research, its promotional campaigns have been paying off, with Irish shoppers buying more fresh produce than in previous years.
Almost 50 per cent of consumers now claim to be eating fruit and vegetables on a daily basis, mainly because of the health benefits.
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