Mack Multiples has joined forces with Heart of England Fine Foods and Sainsbury’s to launch a scheme to promote West Midlands seasonal vegetables.
The project is aimed at raising awareness of produce, such as runner beans and tomatoes, and at providing inspiration to shoppers on how to cook and enjoy them, thereby boosting sales and cutting back on food miles.
The scheme is set to be launched at Dumbleton Hall, near Evesham next week, with the help of grower and Masterchef Goes Large presenter Gregg Wallace.
A series of vegetable lines will be highlighted from May through to September under HEFF’s Savour the Flavour brand, and prominent displays will feature in up to 25 Sainsbury’s stores throughout the region.
HEFF will be organising a mobile cookery theatre outside selected stores for people to try exciting new dishes and take-home, point-of-sale material, including recipe cards will also be made available to inspire repeat purchases.
James Hallett, commercial director for Mack Multiples’s vegetables division said: “We are very pleased to be able to support this regional produce project since it meets with a number of key objectives for UK growers.
“We are able to bring regionally grown products to a wider shopping audience through the available retail selling channels, transporting produce the minimum distance and delivering freshness in what is a key production season for the West Midlands.”
Alix Hay, HEFF marketing executive, is co-ordinating the fresh produce branding project. She said: “We’re looking forward to seeing the results this type of promotional activity brings to our local vegetable producers, and there is no reason why we can’t extend the project to incorporate fresh fruit producers.
“I am especially pleased to have Gregg Wallace lending his support to the venture - I’m sure all those attending the launch event will be energised by his passion for fresh local produce.”
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