Pushing the produce to the susceptible consumer is the name of the game in advertising and PR.
Plans for a generic campaign by the British Leafy Salads Association (BLSA) have had to be shelved after an appeal for funding from growers and packers calling for just 0.1 per cent of the total turnover of the industry fell flat. For each £1m rung through supermarket tills for carrots, the industry spends £160 on promotion and that figure rises to £300 in the mushroom industry.
Generic PR sounds like a meaningless buzz phrase itself - is where its at apparently for promoting the fresh produce to the consumer.
