Growers to promote 'superfood' qualities of British blackcurrants

Blackcurrant growers are making a push on social media this season to increase the public's awareness of the "superfood".

Blackcurrant Foundation chair Jo Hilditch - image: Blackcurrant Foundation
Blackcurrant Foundation chair Jo Hilditch - image: Blackcurrant Foundation

The Blackcurrant Foundation, which represents over 40 British blackcurrant growers, will run the Big Squeeze campaign from now until the British harvest ends in August.

It aims to get consumers to better understand the journey "from bush to bottle", starting in May with a focus on farming heritage, followed by how the land is managed in June, and finally in July the 2017 harvest itself.

The campaign will be driven through the group's Facebook page, with monthly farm "vlogs" or video diaries, updating followers on the berry season, as well as giveaways.

Currently 95% of British blackcurrants go to make the Ribena drink, now owned by Japanese multinational Suntory.

The berries have four times as much vitamin C by weight as oranges, and have also been found to be rich in antioxidants and anthocyanins.


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