British Tomato Week kicked off with bang last week at the opening of a new 8,500 square metre glasshouse at Evesham-based grower R&L Holt.
The glasshouse, named Freda, is situated at Sandylands Nurseries and includes a diffused glass roof, LED lighting, and an energy-efficient CHP unit.
An open day to celebrate the new glasshouse was attended by 50 guests including the local mayor other key UK growers.
Elsewhere, British tomatoes made various media appearances on regional BBC radio shows, while on ITV’s Lorraine programme celebrity chef, Dean Edwards, created a tomato tart.
The campaign, run by the Tomato Growers Association (TGA), also appeared in Westminster as chefs in the House of Commons created a display of British tomatoes in the debate cafeteria, and the TGA met various members of the House.
A series of tasting events around the country helped to raise awareness with the general public, as well as on-pack British Tomato Week stickers and tomato tasting in schools.
Flying the flag among horticulture’s finest, the NFU stand at the RHS Chelsea Flower Show, attracted high-profile visitors Alan Titchmarsh and secretary of state Owen Paterson with its eye-catching tomato display.
Digital presence was also key during the week as #britishtomatoweek trended on Twitter, the TGAs own site doubled in followers, and thousands visited the TGA website.
“It is the support from our member’s which makes this event so successful,” said TGA secretary, Julie Woolley. “Whether it’s covering a radio interview, driving fruit to central London at 1am, hosting a charity event on their nursery, or wearing a tomato costume in Westminster, TGA members always deliver!”
She added: “In March this year we were delighted to win the Best Consumer Marketing Campaign at the Grower of the Year Awards and a huge part of our consumer marketing activity takes place during British Tomato Week.”
