Growers are being urged to put their hands in their pockets and get behind a campaign to support next year’s British asparagus season.
Following the success of this season’s campaign which saw penetration of asparagus rise from 3.1% last May to 4.3% this May, the growers behind the project, Mack Multiples and Bomfords, have called on other growers to lend their support.
The two firms joined forces to invest £20,000 in a campaign led by PR agency BCLO to raise awareness of the British season. BCLO director Pam Scott said sales rose to £2.6m compared to £2m last year.
Victor Aveling, chairman of the British Asparagus Growers Association, said the season had certainly benefited from the weather this year.
But he added British production was still not high enough to meet demand with imports still on shelves during the UK season.
Bomfords sales and marketing director Mark Haynes said it was vital to keep awareness of the British season high among consumers: “It’s the best time to be growing the market. If we can keep developing it, we can grow with it.”
One grower said there also needed to be better communication between the various organisations in the supply chain to ensure British product made it on to shelves ahead of imports.
Overall, however, organisers declared the campaign to be a success. Scott said the promotion had reached 25 million consumers in the print media and 45 million through radio and television, and the push had received good support from retailers.
A workshop will be held next month to establish the best way to take the campaign forward.
Ed Bedington
Following the success of this season’s campaign which saw penetration of asparagus rise from 3.1% last May to 4.3% this May, the growers behind the project, Mack Multiples and Bomfords, have called on other growers to lend their support.
The two firms joined forces to invest £20,000 in a campaign led by PR agency BCLO to raise awareness of the British season. BCLO director Pam Scott said sales rose to £2.6m compared to £2m last year.
Victor Aveling, chairman of the British Asparagus Growers Association, said the season had certainly benefited from the weather this year.
But he added British production was still not high enough to meet demand with imports still on shelves during the UK season.
Bomfords sales and marketing director Mark Haynes said it was vital to keep awareness of the British season high among consumers: “It’s the best time to be growing the market. If we can keep developing it, we can grow with it.”
One grower said there also needed to be better communication between the various organisations in the supply chain to ensure British product made it on to shelves ahead of imports.
Overall, however, organisers declared the campaign to be a success. Scott said the promotion had reached 25 million consumers in the print media and 45 million through radio and television, and the push had received good support from retailers.
A workshop will be held next month to establish the best way to take the campaign forward.
Ed Bedington
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