A short film depicting the production, picking, packing and distribution of broccoli variety Inspiration - marketed as Tenderstem - in Kenya has been released.
Believed to be the first of its kind, the 10-minute film was funded by the UK Tenderstem licence-holder Coregeo Ltd and made under the instruction of Pam Lloyd PR, with the support of Flamingo Holdings, Homegrown and Vegpro. It was premiered on April 23, in two sittings - one for supermarket buyers and industry members and the other for consumer journalists from food titles.
Coregeo’s managing director Andy Macdonald introduced the film at The Hospital Club in London’s Soho, along with food writer Jo Pratt, who narrated the piece.
He said: “We believe that this is the best way to get the message across to consumer journalists. This is a balanced view about the production and ethics of the Tenderstem growing process and we believe it is unique; no other vegetable has had this attention or had this amount of information put out about it.”
Tenderstem broccoli is grown mainly in Kenya and came into production in 2001. It is now listed in all of the multiples.
Pam Lloyd PR’s Sofie Boddy, who co-ordinated the short film, told freshinfo: “We were delighted to see so many people at our preview screening.
“We have a great story to tell and are incredibly proud not only of the product we have, but also the way it is produced - ethically and sustainably. Our continuing goal is to educate and inspire people to use Tenderstem and we feel that, by giving our audience a wealth of information about its provenance, we have taken another step towards achieving this.”
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