UK bean and pea campaign starts

"Tastes of Summer" - the PR campaign for the British Bean and Pea Season - has started this month for the fourth year running.

The aim of the campaign is to educate and inspire consumers to buy British broad beans, peas, runner and green beans.

It follows the success of last year's campaign, which saw sales of green beans increase by 60 per cent despite unfavourable weather and a difficult economic climate.

Like the 2009 effort, this year's campaign will focus on media relations, raising awareness of British growers and looking at new, exciting ways to enjoy the finest British beans and peas. A portfolio of new recipes suggests ideas for all outdoor eating occasions such as picnics, barbeques, festivals and dining al fresco.

Manor Fresh representative Mike Scott said of this year's campaign: "Consumers want to eat British-grown, locally-produced, fresh, seasonal vegetables and our campaign supports the best-quality produce available throughout the summer."

The British Bean and Pea campaign is backed by Barfoots, Mack Multiples, Manor Fresh and Wealmoor.

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