The Tomato Growers’ Association has hailed the third annual British Tomato Week a huge success, with an action-packed agenda gaining the interest of thousands of consumers across the country.
The week kicked off on May 15 with a mention on breakfast television, and endorsements for British product from celebrities and the national media seemed to follow thick and fast.
The TGA’s Gerry Hayman undertook a number of radio interviews, which featured on Radio Cornwall, Radio Newcastle, Radio Merseyside and London’s Apple FM, and BTW was also mentioned on BBC television news and BBC Radio 2.
Hayman said: “The message we aim to get across is that consumers shouldn’t buy British tomatoes just because they are British, but because they are the best. We sent the broadcasters a variety of British tomato samples before the interviews, so they were able to identify and taste them on air. They were, without exception, bowled over by them.”
The campaign also benefited from some incidental newspaper articles advocating the consumption of tomatoes.
Marks & Spencer’s launch of new varieties Green Tiger and Strawmato, and Tesco’s high lycopene tomato appeared in the press. The Daily Mail also promoted tomatoes with an article detailing the fruit’s potential to ward against heart attacks and strokes.
However, the TGA says that this year’s high point was the BBC Good Food Summer Festival at the NEC in Birmingham, where the association turned out in force to represent the industry. With around 62,000 people attending the show over its four-day run, the association says the event was a great opportunity to get attract attention - including that of a top celebrity chef: “We really seem to have found our niche at this show,” said the TGA’s Julie Woolley. “The people who attend are true ‘foodies’ who enjoy good food and good wine. They come to this show to sample the best of the best and we did not disappoint them.
“With dozens of different tomatoes to taste, everyone had their own favourite. Green Tiger tomato created a deal of interest and we were able to present a box to celebrity chef Gordon Ramsay.”
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