Veg Power launches new seasonal UK veg campaign

Veg Power, the not-for-profit alliance behind the Eat Them To Defeat Them ads, has launched a seasonal-veg campaign on its website to support its mission of increasing UK vegetable consumption.

High-profile ‘Seasonal Veg Ambassadors’, led by celebrity chef and TV personality Hugh Fearnley-Whittingstall, will back the campaign by lending their support on social media.

Veg Power’s #SeasonalVeg will feature a different, home-grown seasonal vegetable on its ‘Simply Veg’ website each month, starting with green beans in October then beetroot in November.

The organisation hopes that consumer awareness, interest and understanding of ‘eating with the seasons’ will be increased via its website’s content and features, including tips on preparation.

The campaign launch comes after Veg Power research identified that a ‘knowledge gap’ is preventing many UK consumers from eating more seasonally.

Commenting on the campaign, Fearnley-Whittingstall said: “Domestically-produced in-season vegetables are generally cheaper, tastier, fresher and last longer. They are almost universally kinder to the environment and, of course, they support UK farming and our rural communities.

“I’m delighted to be supporting this campaign and would like to encourage as many people to join us by spreading the word about the benefits of seasonal veg, sharing content on social media and giving seasonal veg a try.”

Seasonal Veg Ambassadors include Michelin-Star chef Tom Aikens, TV chef Shivi Ramoutar, ‘The Batch Lady’ Suzanne Mulholland, UK MasterChef winner 2019 Irini Tzortzoglou as well as other high-profile chefs, plus nutritionists Charlotte Radcliffe and Zoe Griffiths.

Veg Power chief executive Dan Parker added: “At Veg Power we’re focused on increasing the UK’s veg consumption and encouraging consumers to adopt seasonal veg-eating habits will increase the variety and volume of veg consumed.

“Eating with the seasons will also provide other benefits to the UK including improvements in dietary and planetary health and support the last government’s findings that fresh produce are a key growth sector for the UK – helping to boost our food security. We’re excited to get people munching on all types of seasonal veg and grateful for the support we have received this far.”