Dr Carrot revived for healthy-eating drive

The British Carrot Growers Association (BCGA) has resurrected a wartime cartoon character named Dr Carrot to help show people how to eat healthily.

Dr Carrot was first developed by the Ministry of Food during the Second World War as part of an educational campaign to encourage healthy eating during rationing.

The BCGA, which represents more than 80 per cent of Britain's carrot producers, is working with television's Dr Christian Jessen on the project to convey the character's original words of advice in modern times.

Jessen said: "Dr Carrot was a well-loved character who promoted healthy eating messages to keep the nation fit during the dark days of war. I'm delighted to be re-introducing him on behalf of the BCGA.

"Together we'll get Britain healthy by revisiting Dr Carrot's advice, which is as relevant in 2011 as it was in the 1940s."

In support of the healthy-eating campaign, Jessen has developed two family recipes - carrot and lemon thyme risotto and bean and carrot patties. The dishes were developed to emphasise the value for money that carrots offer consumers because they cost as little as eight pence each.

He has provided some top carrot health tips, which will feature on the BCGA website - www.britishcarrots.co.uk. These will also feature on a downloadable children's leaflet containing kid-friendly recipes, puzzles, carrot facts and the history of the carrot - from its earliest known appearance in Afghanistan in the 17th century through to the vital role it played in Britain's war effort. The website will also feature new characters to help engage children.

BCGA chairman Martin Evans said: "We are very pleased and excited to be working with Dr Christian Jessen. The support of such a high-profile TV doctor will hopefully ensure that our key health messages engage with an even broader audience than they have done in the past."

The Dr Carrot campaign forms part of the BCGA's 2011 PR programme, devised by Mustard Communications. Other elements, which will kick-off later in the year, include seasonal and recipe-based stories and exploiting research findings that demonstrate the benefits of eating the vegetable.

The campaign will also work with the touring Captain Carrot Theatre Show, which visits more than 130 schools across the UK each year to promote the power of carrots.

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