A carrot-growing co-operative has launched an animated carrot character to appeal to children after success reaching the adult market.
Character Tiny C is the brainchild of Nottinghamshire-based Freshgro, a carrot co-operative made up of 10 companies.
The web page www.chantenay .co.uk/tinyc has been created to appeal to children aged four and over. It offers a chance to learn more about chantenay carrots in a colourful, fun and interactive way.
Freshgro chief executive Martin Evans said it was time the vegetable industry worked to “indoctrinate children” after years of neglecting the possibilities.
“In the fruit and vegetable industry we have been slow to push ourselves. We’ve let ourselves be out-marketed by chocolate, but we often have products that children would like. We have always thought it is someone else’s job to promote us.”
He said the parents of today were often from the fast-food generation but understood their children should be eating more fruit and vegetables and were looking out for what they eat.
He added: “We have sat around bemoaning people for eating less and less — but we can do something about it.”
Six companies in the co-operative grow chantenays, which are currently experiencing a comeback after being popular in the 1960s.
The British Carrot Growers’ Association recently commissioned a study that revealed 53 per cent of children in the UK chose carrots as their favourite vegetable.
* Are campaigns the way forward? See analysis in next week’s Grower
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