Pam Lloyd, of Pam Lloyd PR, which manages the publicity for the Asparagus Growers' Association (AGA), has revealed that the 2010 campaign is "picking up on the fact that asparagus is not easy to grow."
Lloyd said: "The rationale behind the campaign is that we want to give people an understanding of how hard asparagus is to grow and therefore how skilled our growers are."
She added: "This year the aim is to take the campaign into the horticulture section with features such as 'This is how you can grow your own - our growers tell you how' and 'This is how you can cook with it'."
"Consumers can try planting their own, but in the meantime they will still have to buy asparagus and they will never grow it in any volume."
Lloyds's PR team has also devised "Ten for 2010"
- 10 new recipes focusing on seasonal ingredients, such as the Asparagus Asian Salad, which uses red bream and new potatoes.
This year a blog is being featured on the AGA website for the first time - www.british-asparagus.co.uk.
Named "asparablog," it is one of the first of its kind in the fresh produce sector and will be running during the asparagus season, which starts in a few weeks' time, every day for 10 weeks.
Lloyd said: "There will be a new story featured on the blog every day, picking up on various themes going through the season.
"Growers - please get in touch. We need as much blog material as possible to keep this running."
Lloyd also plans to blitz business editors at the end of April to highlight the success story of British production of the vegetable - market penetration of which has gone up from 2.7 per cent in 2002 to 13.6 per cent in 2009.