Brassica staple to get campaign attention as social media trend builds and fashion title Vogue lists cabbage health benefits
A staple of British fields could be getting a well-earned makeover in the eyes of British shoppers this year as a growing trend on social media heralds what some are calling the ‘year of the cabbage’.
In a joint post on Instagram, fashion bible Vogue and its sister brand Vogue Beauty have published an article, including a shot by famed photographer Annie Leibowitz, listing the health benefits and fashion credentials of cabbage, from its popularity among trend-setting chefs to benefits as an anti-inflammatory and metabolism regulator.
Meanwhile, speaking to FPJ for the latest issue of the magazine, out next month, CEO of the Veg Power campaign, Dan Parker, highlighted cabbage as a key trend shaping fruit and veg sales this year.
“There is a trend emerging on social media called ‘cabbage crush’, and what we’re seeing is a lot of caramelising, fermenting, cabbage steaks, different ways of eating cabbages,” he said.
“So we’re going to be putting together some ideas for a cabbage campaign this year to really try and make the most of cabbage.”
Another key food trend currently doing the rounds on social media with links to produce is “fiber-maxxing”, as users essentially ‘max out’ on produce high in fibre.
With root veg, particularly parsnip, and fruit such as apples and pears, particularly high in fibre, this is another trend identified by Parker that could be maximised by the produce industry.
Find the full interview with Dan Parker in the February issue of FPJ, and on an upcoming episode of the Fresh Produce Journal Podcast, available via the FPJ app and on any podcasting platform.
