Veg Power, Hazera and the Brassica Growers Association have teamed up to mark the ‘year of the cabbage’, with the aim of boosting consumption and awareness in the UK
UK non-profit Veg Power has announced a collaboration with seed firm Hazera and the Brassica Growers Association to mark the ‘year of the cabbage’, with the aim of boosting cabbage consumption and raising awareness of homegrown seasonal vegetables.
On social media, cabbage has gone viral this year thanks to a simple yet addictive Japanese-style cabbage recipe, and Veg Power intends to use the campaign model that has already proven successful for mushrooms, tomatoes and butternut squash to grasp this opportunity for British growers.
“A roster of chefs, food creators and nutritionists will co-create short-form social video content spanning health benefits, seasonality and trending recipes, while Veg Power’s wider influencer network will independently champion cabbages across their own channels,” Veg Power stated. “A consumer competition and campaign assets for retailers will help to drive further engagement to support sales uplift through in-store and online media.”
Since brassicas are rich in fibre, vitamins and antioxidants, the campaign also aligns well with the big health and wellness food trends of 2026.
Dan Parker, chief executive of Veg Power, commented: “At Veg Power we’re able to identify food and consumer trends, react quickly and make good use of them for the benefit of the horticulture sector. In this campaign, we’re using the increased consumer interest in cabbages to create further awareness of their benefits and British grown seasonal veg in general. We also bring our established network of social media ambassadors, our Creator Studio, and our track record of high-reach campaigns that always deliver.”
Hazera representatives, Lorraine Shaw and Leanne Hunt, added: “As a leading supplier of cabbage varieties and seeds, Hazera is delighted to support Veg Power in its new ‘Year of the Cabbage’ campaign. We see Veg Power as a significant platform to promote our shared ambition of increasing consumption of healthy, British-grown cabbage and fresh, British-grown vegetables generally. For ourselves, we also look forward to gaining valuable insights into market trends, which will help guide the development of our future varieties. This will ensure we continue to build a strong portfolio for growers and producers, while offering an appealing and diverse range of cabbages for consumers.”
“We are delighted to be working with Veg Power and Hazera on developing this campaign to harness and amplify the momentum behind the cabbage category this season,” said Peter Durose of the Brassica Growers Association. “We will be working closely with retailers and growers to ensure that this helps drive sales of British cabbage over the coming season.”
