British Carrot Growers' Association aim for Halloween sales boost

The British Carrot Growers' Association (BCGA) is planning a media blitz for next month's Halloween to follow up on the success of past PR campaigns.

PR agent Mustard Communications is targeting glossy photography and themed carrot recipes at consumer magazines in the build up to Halloween on 31 October.

"Orange is the colour of Halloween so there's potential for coverage," said managing director Wendy Akers of Mustard Communications, based in Twickenham, Middlesex.

Creative material will include press releases and ideas including carrot muffins and orange witches' fingers dipping into, or out of, slimy green guacamole.

Akers, who will talk at this year's Onion & Carrot Conference in Peterborough on 18-19 November, said past campaigns had helped boost sales of carrots.

Association members enjoyed growth in retail sales of more than nine per cent to £235m and an in-crease in volumes of nearly five per cent to 321,000 tonnes this year.

Her firm was signed up by the BCGA at the start of this year to try to drive sales of the vegetable.

A healthy-eating initiative started the PR drive, fronted by nutritionist and writer Juliette Kellow.

Akers will share the conference platform with NFU horticulture board chairman Sarah Pettitt and BCGA chairman Martin Evans.

The two-day event will cover herbicide programmes, new thinking on Sclerotinia, synthetic pesticides and challenges to plant breeding.

Other speakers will include Warwick HRI research scientist Dr John Clarkson, crop consultant David Martin and Bayer CropScience crop manager Wim Peterson.

 

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