New for 2007

British Carrots for British Children

“Today’s children are the carrot consumers of the future and its our job to make sure that the UK’s favourite vegetable* stays that way for generations to come”
That’s according to Martin Evans, MD of Freshgro and Chairman of the British Carrot Growers’ Association.

With that in mind, the BCGA has launched a series of initiatives to introduce the mighty British carrot to the nation’s kids. A nationwide tour of the Captain Carrot show, an interactive puppet show in which the superhero Captain Carrot defeats the evil Baron Von Burger and the Noxious Nuggets, is being sponsored by the BCGA. A Carro’ Van will be touring shopping centres giving out samples of carrots and a brand new website specially created for children is in development. Plans are afoot to supply all 2 million children who receive carrots as part of the School Fruit & Veg scheme with carrot stickers and factsheets and an inner city school will be offered the opportunity to visit a carrot farm.

There will also be the first-ever schoolchildren’s Carrot Fiesta in October at Doddington Hall, Lincoln. Schoolchildren will be taken round the newly restored Kitchen Garden to see a range of different carrots being grown, then watch a performance of Captain Carrot, followed by a carroty lunch including delicious carrot soup and carrot cake muffins.

“Carrots are incredibly popular with children” continues Martin, “they tell us its because they are sweet and crunchy and encouragingly, they know that they’re a healthy choice in their lunchboxes. We have a great product which is nutritious, colourful and convenient and we’re proud to be telling our children about it.”

*Mintel 2001

Carrot Market Update
Martin Evans says,
“We’re now well into year two of a two year PR and marketing campaign and the industry is in a strong position. The reversal of the declining sales experienced in previous years is secure. Expenditure is up by over 2% and volume sales are up by over 1%. And small percentages make a big difference on a market worth £197m! Research shows that consumers are buying carrots more regularly and spending more per trip, so we have a positive platform to go forwards with.”

2006 saw the BCGA undertake a branding exercise for British Carrots, launch a website, release a press disk and run a media relations campaign. Carrots have taken a starring role on BBC Breakfast and the Radio 2 show, Steve Wright in the afternoon to name but two. They’ve been covered in numerous consumer magazines and newspapers targeting all sectors of the population – such is the appeal of carrots! The association took a stand at the BBC Good Food Show allowing carrot growers to meet over 130,000 consumers in person, who crunched their way through 300,000 carrot batons, many of whom claimed they had ‘never met a farmer!’.