The very mention of the word 'brassicas' conjures up black-and-white images of wartime, rationing and living off the land. Well, it does to those who know what it means, anyway.

Shoppers did not understand the word 'brassica' and considered it old-fashioned, a spokesman for a new campaign to promote the veg said. Growers of broccoli, cauliflower, sprouts, cabbage and swede were therefore cutting the word from their marketing lexicon in the new Love Your Greens campaign, which would see the veg marketed jointly this year for the first time.

"We want to inspire people to think again about these great British vegetables, which sometimes get forgotten among all the imported produce and convenience meals available," said Brassica Growers' Association chairman Philip Effingham.

The campaign will kick off in March with articles in the consumer media.