The Horticultural Development Council (HDC) launched its long-awaited generic consumer campaign last week at the Good Housekeeping Institute under the banner ‘I’m in Season’, with a new website, celebrity recipes and independent nutritionists.
The three-year campaign is being run by CCD Healthcare PR on behalf of the HDC. “The first year aims to raise awareness,” said Sarah Pettitt, grower and vice-chair of the National Farmers’ Union board for horticulture, as well as spokeswoman for the campaign.
Without specifically urging consumers to buy British, the website is focused on UK produce that is in season. “That is the whole premise of what we are doing,” explained Pettitt.
The website features competitions and recipes, and also aims to be a good resource tool for schools. “We hope to be a one-stop shop for information on in-season fresh produce,” said Pettitt. “All the different crop associations are involved as sources of information and are linked into the website. We are all trying to get a similar message across.”
The website is expected to run for the duration of the project, and to be built on as the campaign progresses. There are printable recipes available from Ross Burden, Brian Turner and Amanda Grant.
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