Leek growers have launched a new sports-themed consumer campaign to tie into the 2012 London Olympics and promote fresh leeks during the British season.

The Food for Champions campaign, which kicked off this week, involves a revamp of the British Leeks website, which now features recipes by sports nutritionist Sarah Schenker. A PR campaign in the consumer press will provide information about the nutritional benefits of leeks. 

The aim was to educate British consumers about the benefits of eating seasonal, traditional British leeks, said British Leek Growers Association chairman Philip Lilley. 

The campaign comes as European growers report a strong leek crop and subsequent fall in prices. The UK wholesale price has slumped 45% since July and is currently 20% below the seasonal average for this time of year [Mintec].