Prince de Bretagne is the official food sponsor of Apéritif à la française - a new initiative promoting French gastronomy through the apéritif occasion.
The highlight is International Apéritif Day on June 3, when 17 cities around the world celebrate the apéritif through a series of colourful promotions and events.
Brittany’s regional fresh vegetable brand, Prince de Bretagne is stepping up its UK marketing activities and sees Apéritif à la française as a new opportunity to build awareness of the Prince de Bretagne brand and increase sales in the catering sector. The brand is one of the biggest vegetable producers in France and is best known for its extensive year-round range of vegetables such as new potatoes, cauliflower and artichokes. Tomatoes are one of the company’s speciality categories and a full range is available all-year-round including maraîchères, cocktail, cherry (loose and on the vine), olivines (plum and on the vine) as well as temptation under the brand “Les Jardins des Princes”, round, on the vine and stuffing tomatoes.
Olivier Sinquin, marketing director at Prince de Bretagne, said: “The retail food scene in Britain has never been more vibrant. Trendy bars and fine restaurants are setting the apéritif trend by introducing their customers to the concept of having an apéritif and appetiser as a way of enhancing the whole dining experience.
“This is an untapped opportunity for fresh vegetables that’s just ripe for the picking. We’re using it as a new platform to reach consumers and caterers by providing new ideas for crudités and canapés.”
The Apéritif à la française events in the UK kick off on June 3 in London with a national Apéritif Awards ceremony to honour the best apéritif-serving bars and restaurants. This will be supported by a consumer PR campaign with features appearing in the national press and radio.
Consumers will also be targeted with a special 16-page ‘Guide to Apéritifs’ supplement appearing in Observer Food Monthly on 13 June. And a new website - www.apéritifalafrancaise.com provides apéritif tips, recipe ideas and up-to-date information on events taking place around the world.
• Apéritif à la française is a global event partly funded by the French government to promote modern gastronomy and the diversity of produce from France. All events are being co-ordinated by Sopexa. Other UK sponsors include Dubonnet, Ricard and Arc International.
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