The Horticultural Development Council (HDC) has had a very positive response to its ‘I’m in season’ campaign, which aims to promote UK produce in season.
The campaign has launched a new one-stop online recipe network, www.iminseason.com, as part of the scheme. On the website consumers can learn what fruit and veg are in season, as well as search for preparation tips and nutritional information.
The campaign and website was launched at the BBC Good Food Show in Birmingham from November 28 to December 2, where visitors were given the opportunity to click through the website’s features and ask questions.
The three-year campaign, run by CCD Healthcare PR on behalf of the HDC, is in its second year and the ‘I’m in season’ concept will be built on as the campaign progresses, with taste benefits playing an especially important role.
Ross Newham, HDC’s principal communications manager, said: “We’re thrilled the ‘I’m in season’ campaign is being so well received by consumers and that demand is growing for seasonal produce.
“The purpose of the campaign is to present a fun way of encouraging people to eat seasonal fruit and vegetables. The feedback we received at the event indicates we are achieving this objective, using taste and health benefits as our key messages.”
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