Welsh consumers are being encouraged to love locally produced fruit and veg courtesy of a new fresh produce campaign, which launches later this month.

Grow to Love is the brainchild of the Horticulture Wales project, run by Glyndŵr University with the aim of getting consumers to eat more Welsh fresh produce.

As part of the campaign, special Grow to Love cards carrying fruit and veg facts, nutritional information as well as recipe ideas and serving suggestions will be distributed in retailers.

Helen Eustace of Horticulture Wales said she hoped the campaign would encourage consumers to be more adventurous in their fruit and veg purchases. “Through providing ideas for consumers, we hope growers will see an additional benefit in terms of increased levels of seasonal sales and in helping to overcome issues with gluts of produce,” she said.