The Great British Carrots Campaign has appointed the Processed Vegetable Growers Association (PVGA) to run its administration. The work, which is part funded by the Horticultural Development Company (HDC), has had considerable success in getting its message across to consumers. The campaign has firmly established carrots as a useful ingredient and not just an accompanying vegetable.

Peter Gresty, vice-chairman of the promotional group, said: “The Great British Carrot Campaign has quickly gained pace. We wanted to put in place a professional PR administration service that is experienced in supporting similar groups to ourselves. We chose PVGA because they ticked all the boxes for us. They will provide an experienced link between our group and the PR companies who will drive our initiatives forward.”

The campaign is financed by the growing and packing sector, and has successfully applied to the HDC for funding for the PR work.

To date, the campaign has included recipe development, a carrot carnival, websites and the “Captain Carrot” character, who performs shows for primary school children and tells them about the benefits of including carrots in a healthy diet.

Tim Mudge, commercial manager at the PVGA, said: “We are delighted to be working with the Great British Carrot Campaign and looking forward to helping them promote carrots to the consumer. Experience has proved that this type of campaign can have a significant impact even on a modest budget with energies and resources focused effectively.”