The Yes Peas campaign is getting a makeover for 2015 with the launch of a new website and social media package.
Backed byboth growers and freezers, the initiative is coordinated by the British Growers Association with Kenyon Communications, and was started in 2004 when frozen pea consumption was in decline.
Since its conception, the BGA has creditied it with a revival in the fortunes of frozen peas. The revamped website, launched just before the Christmas cooking season, includes plenty of new ideas and recipes for peas.
“This has been another successful year for us,” Tim Mudge, BGA commercial manager, said.
“Yes Peas! ambassador and TV chef Rachel Green has once again pulled the rabbit, or rather peas, out of the hat, and produced an exciting batch of inspiring pea recipes for us with photography by Michael Powell. We have distributed almost half a million of our free recipe books and our bi-monthly newsletter database goes from strength to strength with over 25,000 subscribers.”
Following the new website launch, the campaign is set for another year of intensive activity, aimed at showing how frozen peas can be used as an ingredient in creative cooking. 2015 will also see a mobile app and e-book recipe publications.
For festive pea recipes, including Pea Blinis with Parma Ham and Mint, Honeyed Duck with Pea and Potato Mash or Peas, Stilton and Potato Frittata, visit www.peas.org
