Tenderstem broccoli has reported a successful 2009 and stated its ambitious intent to spearhead its way further into the premium fresh produce market in 2010 with a new marketing campaign.
Against a background of challenging factors, including the recession and unfavourable exchange rates, the start of 2009 was not at all easy, with the first five months delivering sales well below budget.
But during the final seven months of 2009, excellent results for Tenderstem broccoli were achieved, with sales frequently well in excess of comparable 2008 figures.
In 2010, TenderstemR broccoli sales volumes are predicted to grow by around 15 per cent. A business strategy which aims to increase the number of UK planters to expand the volume of home-grown product, as well as in-store promotions with major retailers and a hard-hitting PR campaign, will be employed to achieve this.
A committed business strategy supported by a robust marketing plan was instrumental in turning what could have been a very disappointing year into a success story, according to Andy Macdonald, managing director of Coregeo, the brand manager in the UK that markets Tenderstem broccoli.
He said: "Initially faced with an extremely difficult and uncertain year, we are very satisfied with the 2009 sales figures and delighted that we have achieved everything we set out to at the beginning of the year."
The new PR campaign for 2010 will lead with the 'Year of health for Tenderstem broccoli', demonstrating the excellent health properties of the vegetable. A range of activities will be led by chef Jo Pratt, continuing in her role as brand ambassador for Tenderstem broccoli, as the product makes its debut appearance at the Vitality show in March, where it will set out to impress and win over an all-female consumer audience.
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