Home Grown initiative geared to gain momentum

The HDC is looking to roll out a big PR campaign for the latest stage of its Home Grown initiative, which is aimed at increasing sales with catchy new branding.

Communications manager Scott Raffle said the push would start later this month and include press releases to 300 national and regional papers and magazines.

"We want the media to be aware of the symbol so the consumer becomes aware as well, rather than just the growers," he said of the initiative. The campaign will follow on from four workshops held in the past two weeks, which were attended by bedding-plant, herbaceous and tree growers.

Director Stephen Sands of Impetus Marketing, which designed the Home Grown logo and point-of-sale material, said a quarter of attendees were already using the logo.

"Pretty well all of them said they will take on Home Grown and many were keen to know how we and the HDC were supporting the campaign. Home Grown needs to be done at a local level, with individual growers and retailers using the logo, labels, point-of-sale materials and letterheads," Sands said.

The four workshops took place in Kent, Somerset, Warwickshire and North Yorkshire.

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