UK fresh produce grower-marketer Produce World is planning to invest funds in its first-ever public relations campaign for its From My Farm brand, which promotes regional, seasonal vegetables and fruit across the country.
To support this, Produce World has recently announced a sponsorship deal with Slow Food UK, a non-profit organisation that promotes regional products.
Catriona Mowbray, marketing manager for the company’s Brassica & Alliums Division, said that the promotional campaign would be designed to “drive awareness of the brand and of eating regional, seasonal fresh produce”.
The public relations drive follows Produce World’s announcement in late April of From My Farm’s sponsorship deal with Slow Food UK.
Slow Food is a non-profit organisation that campaigns for fairly produced food and supports local producers. The organisation’s UK arm has a membership of 55 groups and organises taste workshops, dinners and local activities to promote ‘local food heroes’.
“From My Farm funding will go towards educational projects and events to raise the profile of Slow Food initiatives,” Ms Mowbray told Fruitnet. “We are really excited to be working with Slow Food as their exclusive fresh produce partner.”
Produce World produces more than 150,000 tonnes each year of both conventional and organic vegetables, including carrots, parsnips, potatoes, onions, leeks, broccoli, cauliflower, cabbage, and Brussels sprouts over some 4,500ha.
Ms Mowbray said that while prospects were generally positive for the season ahead, much would depend on the weather conditions over the coming months.
This, she explained, was the case for crops like onions and leeks, with the weather one of the crucial determining factors for the size of the crop for onions in particular between now and when harvesting is completed in September.
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