The British Leafy Salads Association (BLSA) has launched a new three-year campaign that aims to promote the health benefits of leafy salads.
The Salad Days: Make More of Salad campaign, partly fundedby the EU, will combine recipe and flavour guides with tips from dietician Sian Porter.
BLSA will also launch a new website www.makemoreofsalad.com and education initiative.
Theeducation scheme will target primary schoolchildren aged 7-11, with schools nationwide offered kits, designed in conjunction with the British Nutrition Foundation, to help pupils grow their own salad leaves.
BLSA says it plans to get 6,000 children growing leafy salads in the new school term starting September 2012.
ColinBloomfield, chairman of the British Leafy Salads Association, said: “Weare growing and consuming more leafy salads in this country than ever before, but leafy salads still only represent five per cent of our totalfresh vegetable intake.”
BLSA research claims 25-34 year olds arethe lowest consumers of salad leaves despite a third of UK shoppers increasing the amount of salad they buy over the last 12 months.
Bloomfieldadded: “Our research has identified that there is an opportunity to engage with the 25-34 year old age group to help demonstrate the health,provenance, versatility and taste that leafy salads can offer. Through this campaign we hope to increase frequency of purchase and consumption of leafy salads.”
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