British Summer Fruits (BSF) kicked off the British berry season on Monday, with a procession of 10 colourful strawberry and raspberry-themed taxis across central London, and a berry free-for-all at key locations across the capital on Tuesday.
A total of 2,000 punnets of UK-grown Elsanta strawberries and Maravilla raspberries were handed out to passers-by in Oxford Street, Victoria, Paddington and Charing Cross from four of the themed taxis parked up in taxi ranks.
The fleet will be in service for the duration of the British soft-fruit season, from June to September, and UK consumers will have the chance to win a month’s supply of home-grown product by sending a picture of themselves inside one of the themed taxis to BSF website www.superberries.co.uk.
A BSF spokesperson said: “The themed taxis are our way of bringing a little bit of the countryside to London and, with the exposure we will get from having 10 of them in service, the aim is to raise awareness about British strawberries and raspberries.
“We want people to know that they are available now. The health message is also very important and we want consumers to think of berries as part of their 5 A DAY.”
British berry baskets were sent out to 35 key media figures across London this week to get the consumer press onside and mail outs also helped to raise awareness about the availability of UK product.
No comments yet