Branding gets back to its Roots

The root vegetable sector is to be given a boost with a new brand from Lancashire set to strengthen the category.

Roots-branded carrots hit Booths this week, with other major retailers interested in the product, and branded parsnips will follow in the autumn.

The launch represents the culmination of two years of product development and consumer research.

The product used within the packs are grown across selected sandy land throughout Shropshire, Yorkshire and Scotland.

Following the carrot launch, further extensions into parsnips and other roots crops are set to follow, with product development ongoing throughout snacking and prepared lines.

To raise customer awareness of the Roots brand, JW Transport - the haulage arm of Huntapac Produce - has seen its fleet of vehicles adorned with the pack branding across the rear doors to deliver the message throughout the road network.

Other marketing activity has seen a fully integrated product website launched along with updates on products news through the brand’s Twitter and Facebook links.

Huntapac managing director Warren Hunter said: “Our aim from the outset was to produce a collection that not only creates impact on the retail fixture but informed customers about where their food is coming from and how it is produced.

“The overwhelming feedback throughout our research highlighted the need surrounding understating of provenance. As a third generation family farm we have always worked to accomplish just that.”

In conjunction with the Huntapac brand launch, the company has made significant investment throughout its infrastructure seeing state of the art washing and packing machinery installed throughout the companies Tarleton site.

Hunter added: “Our commitment to the evolution of the root crop category both in terms of growing and packing is unparalleled. Over a number of years we have and will continue to carry out extensive growing trials.

“The brand development offers - where possible - a platform in which to showcase these varieties long before any commercial volume is produced.

“The Roots brand enables us to communicate the key message to the customer alongside the building of a brand that consumers cannot only enjoy, but trust.”