British Summer Fruits recruits Cook Yourself Thin chef Gizzi Erskine to help boost sales of seasonal berries

Consumer journalists were given a cookery lesson on Wednesday (14 October) by TV chef Gizzi Erskine as part of British Summer Fruits' ongoing drive to maximise sales of seasonal berries.

Erskine, star of Channel 4's Cook Yourself Thin series and co-author of the book of the same name, demonstrated two simple recipes using blueberries and blackberries.

Nutritionist Juliette Kellow was also on hand to highlight the importance of berries in promoting good health. In addition to their high nutritional content, Kellow said berries could play a role in shortening the symptoms of winter colds and that research has shown that they could also help to lessen the appearance of cellulite.

The promotion follows a similar event hosted by British Summer Fruits earlier in the year, which focused on UK-grown berry crops.

British Summer Fruits chairman Laurence Olins said: "The Seasonal Berries campaign for summer 2009 was deemed the best yet by the British Summer Fruits board due to the high level of return on investment. The campaign spend was £250,000 and the advertising equivalent result was in excess of £4.4m, which spread the key message that UK berries were fresh, local and excellent value. The result was that British Summer Fruits members saw sales of strawberries rise 16% year on year, with raspberries having static growth and blackberries and blueberries growing in excess of 35% year on year.

"We are now well into the planning and execution of the winter Seasonal Berries campaign, which will feature berries produced from overseas."

For further information on the Seasonal Berries campaign, visit


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