UK leek growers have united for the first time to encourage consumers to eat more home-grown leeks with the launch of new promotional campaign.
Launched to highlight the new season from September to March next year, the promotion is backed by a collaboration of 10 UK leek growers and Nunhems Seeds.
It aims to raise awareness of the nutritional and taste benefits of fresh seasonal leeks, while also demonstrating how easy they are to prepare and cook.
The campaign has its own logo and will use national and regional publications as well as well as the broadcast media to communicate its message.
Supporting the promotion, the British leeks’ website will also be revamped to include details of the season, tips on preparing and cooking leeks, new recipes, local grower contacts and photography.
Nick Allpress, director at Allpress Farms Ltd, one of the campaign members, said: “Our campaign is designed to target a broad range of British consumers, from the affluent young professional to families and the health conscious. It aims to inspire and educate them about the benefits of eating seasonal, traditional British leeks and ultimately to drive trial and repeat purchase.”
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