Carrot co-op Freshgro is turning to science to help promote its Chantenay carrots. The Nottinghamshire group has enjoyed a sales increase in Chantenay of 100 per cent year on year to reach £6 million. And now phyto-chemist Dr Hazel MacTavish-West is carrying out research into the health properties and flavour of the carrot variety to investigate its ability to combat macular degeneration as well as its anti-carcinogenic properties.
Freshgro’s md Martin Evans said: “This marks a step change for our hugely successful Chantenay campaign. We want to build on our achievements of the past nine years and continue to drive trial and repeat purchases by ensuring we convey to consumers, with the backing of modern science, the significant health benefits of eating Chantenay carrots.”
The campaign, which will hit women’s interest magazines in their April issues, focuses on the way Chantenay is grown to maximise sugar levels as well as beta-carotene. Consumers will also be introduced to the concept of “stored sunshine” - laying up energy from the sun in the form of natural sugars - and high beta-carotene levels, giving Chantenay carrots their vibrant orange colour.
As part of the promotional push, Freshgro is positioning Chantenay as having “nine-carat goodness” by communicating to consumers only the best Chantenay carrots with nine leaves are handpicked by British growers after being covered over with straw during production in the winter. It is anticipated this new approach will help to promote the care and attention to detail that goes into producing the distinctive carrot variety and emphasise its value for money.
Dr MacTavish-West, who has already carried out some of the research and will continue to work with Freshgro throughout the year on further analysis said: “I am excited to be helping Freshgro extol the huge health benefits of eating Chantenay to the wider general public…Just one 80g portion of Chantenay carrots supplies more than the RDA of vitamin A. Chantenay packs a powerful punch full of goodness including: six per cent of the RDA of vitamin E, eight per cent of the RDA of folic acid and are rich in minerals including: calcium, potassium, copper and magnesium.”
Freshgro has 90 per cent of the UK Chantenay market, selling over 300 tonnes a week and supplies every major multiple from high-end retailers to discounters as well exporting to Ireland, France, the Netherlands, Belgium and Germany.
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