The leafy salads industry has been labelled as “massively behind” when it comes to marketing and PR by a leading fresh produce company.
Bakkavör’s Alan Richardson made a plea to members of the British Leafy Salads Association (BLSA) to get behind the PR campaign, run by Mustard Communications, or risk losing their position in the market, at its annual conference last week.
Market penetration stands at 92 per cent for leafy salads and both Richardson and G’s Marketing’s Anthony Gardiner made the point that the industry would not maintain this percentage by standing still. A three-year PR campaign has now been proposed.
Richardson said: “For every million pounds that goes through the supermarket tills, the industry spends £43 on PR. Compare that to the £160 that the carrot industry spends and £300 the mushroom sector puts forward and you can see that we are massively behind the game.”
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