The campaign to promote Tenderstem broccoli to UK trade and consumer audiences relaunches this month with the announcement that cookery writer and food stylist Jo Pratt will front the activity for 2009.
Best known for her appearances on ITV’s Daily Cooks and UKTV Food, as well as for her cookbook, ‘In The Mood for Food’, Pratt has a unique, creative way of home cooking, that comes from her ability to adapt what she has learnt working alongside Michelin-star chefs, to create recipes that we can all enjoy everyday.
“Tenderstem broccoli is versatile, full of goodness, available all year round, easy to cook and prepare and is therefore always on my shopping list,” said Pratt. “It looks great and tastes delicious in stir fries, Italian masterpieces, soups and salads - it even goes perfectly with good old pie and mash.”
Pratt is developing a range of recipes exclusively for Tenderstem, which demonstrate the versatility of the product, she will also be presenting a short film about how Tenderstem is grown and hosting, among other activities, press events.
Andy Macdonald, managing director of Coregeo UK, which is responsible for marketing Tenderstem in the UK, said: “We are delighted to be working with Jo. Her fresh, contemporary approach to food is perfectly suited to the Tenderstem brand. Sales grew almost 10 per cent last year and I am sure that this year’s campaign will help us to grow our share of the broccoli market even further.”
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