Notts growers have launched a website to help promote the Chantenay carrot with the strapline ‘the way carrots used to taste’.
Fresh Growers has created the consumer facing site, www.chantenay.co.uk as part of a new marketing push to raise awareness of the variety.
Martin Evans, md of Fresh Growers, said: “Chantenay has grown hugely in popularity. The new site covers the history of Chantenay, touches on the agronomy techniques we’ve used to grow it and most importantly gives plenty of inspiration on how to cook with Chantenay.”
As well as consumer promotion through the site, the company is also promoting its carrots to the trade, using the Chantenay brand on new packaging. Evans added: “Having created the brand for Chantenay and seeing it work so well across our consumer activity, it was important to us to achieve consistency of message to the trade as well.
“The strapline, which appears on all the new packaging and on the website, comes up again and again when we talk to our retail and foodservice customers. It’s great to see such enthusiasm for these flavourful carrots.”
The Fresh Growers co-op began production of Chantenay in 2001-02, with around 2,500 tonnes. By 2004-05, this had risen to 8,000t.
With this season at its the halfway point, more than 8,000t have already been harvested and sold and the co-operative is predicting around 60 per cent growth, year-on-year.
Evans said: “We’ve got ambitious plans for Chantenay this year and I’m absolutely confident that the market is there for the product. Our PR campaign goes into its second phase, continuing to inspire and educate consumers and we’ll be exhibiting for the first time at Hotelympia in February, giving us the opportunity to talk directly to our foodservice customers.”
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