PVGA set to run carrot campaign

The Processed Vegetable Growers' Association (PVGA) has been appointed by carrot campaign Great British Carrots to run its administration.

The campaign is financed by the growing and packing sector and, since its inception a few years ago, has had considerable success in getting across the message to consumers that carrots can be a useful ingredient in many meals.

To date it has included recipe development, a carrot carnival, websites and the children's character Captain Carrot, whose aim is to tell primary school children about the benefits of including carrots in a healthy diet.

The appointment of the PVGA follows the campaign's successful application to the HDC for funding for the PR work.

Vice-chairman of the promotional group Peter Gresty said: "We wanted to put in place a professional PR administration service that is experienced in supporting similar groups to ourselves. We chose PVGA because it ticked all the boxes for us. It will provide an experienced link between our group and the PR companies that will drive our initiatives forward."

PVGA commercial manager Tim Mudge said. "We are delighted to be working with the Great British Carrots campaign and look forward to helping them promote carrots to the consumer.

"Experience has proved that this type of campaign can have a significant impact, even on a modest budget, with energies and resources focused effectively."


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