Campaigns generate consumer appeal: To cash in on the healthy-eating trend, growers' groups are turning to marketing

摘要

How do you make carrots exciting? How do you turn a shallot into a must-have product? How do you get families to clamour for Tenderstem broccoli or sweet onions? These are problems that an increasing number of growers are starting to address. In the past few years, growers have started to realise that it is not enough to grow top-quality produce - they have to promote it as well. For many years, British produce was being squeezed out. Consumers were being seduced by unseasonal foreign imports. Now, growers are fighting back, and have launched a series of campaigns to promote their products - a policy that is starting to pay dividends.