A new promotional campaign will aim to encourage more consumers to eat fresh British leeks.
The campaign kicks off on 1 November to coincide with the start of the 2017-18 season, which runs to April. Organised by the Leek Growers Association, the initiative is designed to raise awareness of the nutritional and taste benefits of fresh seasonal leeks, while demonstrating how easy they are to prepare and cook.
A wide range of print, broadcast and social media channels will be targeted via a PR campaign, which will focus on the nutritional benefits offered by leeks. Recent research from the University of Colorado shows that prebiotics – a type of dietary fibre which boosts levels of beneficial gut bacteria – could help improve sleep and relieve stress, with leeks one of the best natural sources of inulin, a type or prebiotic.
The campaign is working with nutritional therapist and author of The Gut Health Diet Plan, Christine Bailey. She has created a number of leek-based, gut-friendly recipes and drafted a series of consumer feature articles that interpret the recent academic findings and how they can impact consumers’ daily lives.
Bailey said: “Not only are leeks packed with essential vitamins and minerals they are rich in specific health-promoting antioxidants and particular types of fibre known to promote a healthy gut.”
Tim Casey, chairman of the Leek Growers Association, added: “Our campaign is designed to target a broad range of British consumers, from the affluent young professional to families and the health conscious. It aims to inspire and educate them about the benefits of eating seasonal, traditional British leeks and ultimately to drive trial and repeat purchase.”
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