Marketing specialist Coregeo has credited food vlogger Joe Wicks, known as the Body Coach, with helping drive a 25 per cent sales increase in branded broccoli Tenderstem.
Branded broccoli Tenderstem has recorded a 25 per cent sales increase thanks to food blogger The Body Coach promoting it across social media.
The Body Coach – real name Joe Wicks – commonly refers to Tenderstem as “midget trees” in his recipe videos, which he shares with his million followers on Instagram.
In December Wicks released his debut cookbook, Lean in 15, featuring a number Tenderstem-based recipes along with a number of photos of Wicks posing with the brassica.
Coregeo said Wicks’ endorsement has boosted the profile of Tenderstem, which is now the fifth-largest brand within the fresh produce market.
“Joe Wicks has been a Tenderstem fan for a number of years, but the past six months have really seen his profile sky-rocket,” said Coregeo chief marketing officer, Michelle Toft.
“We’ve seen a sharp spike in demand for Tenderstem since Lean in 15 was published, which goes to show how influential his simple, healthy approach to cooking is.'
