Today sees the launch of a new campaign called Eat Seasonably, encouraging consumers to eat more local, seasonal food.
Eat Seasonably is the first campaign from a new initiative called We will if you will, a non-profit project spearheaded by Dame Fiona Reynolds, director general of the National Trust, and Ian Cheshire, chairman of B&Q.
The initiative aims to deliver a series of unique collaborative efforts between business and civil society to encourage the mass mobilisation of individuals towards more sustainable lifestyles.
The Eat Seasonably campaign has been made possible through seed-funding and support from DEFRA.
The campaigners are urging players from across the supply chain to sign up to start promoting fruit and vegetables at their seasonal best.
MasterChef presenter Gregg Wallace, who unveiled the campaign this morning to Re:fresh delegates, is throwing his weight behind the initiative. He said: I am not suggesting for a minute that we turn our backs entirely on imported fruit and veg, but it is important to use the produce as best you can during its season. I remember looking forward to the first of the English strawberries and the first of the asparagus. I want people to have those treats again."
Dame Fiona Reynolds, director general of The National Trust, said: "Many of us have grown up with fresh fruit and vegetables continually available all year round with no knowledge or connection with what is in season when.
"We're missing out on the joys of eating produce in its prime. Furthermore, eating seasonably is a great first step towards thinking about the food we eat in a more sustainable way."
