Veg Power, the not-for-profit alliance increasing the UK’s vegetable consumption announced today the launch of a new campaign in partnership with SAKATA and Barfoots that will run throughout the rest of September. The #BetterWithButternut campaign will help to raise awareness of butternut squash – promoting its versatility and ease of preparation.
#BetterWithButternut will offset shoppers’ concerns about the complexity of its preparation by showcasing simple preparation and serving ideas created by eco-chef Tom Hunt and food educator Tom Walker from Hackney School of Food. This will be supported by ideas on how butternut squash can be included in regular family favourite recipes to increase its acceptance by families who are not currently eating butternut squash on a regular basis.
The campaign will be supported on social media by Veg Power Seasonal Veg ambassadors including chefs – Hugh Fearnley-Whittingstall, Shivi Ramoutar, double-Michelin Star chef Tom Aikens, and Bettina Campolucci Bordi and nutritionists – Charlotte Radcliffe RNutr and Zoe Griffiths RNutr, and many more Veg Power supporters. Collectively they expect to reach over 1 million people across social media networks.
Sainsbury’s is also supporting the campaign and is including promotional stickers on butternut squash, grown by Barfoots, in its stores this month.
Dan Parker, Chief Executive, Veg Power, said, “At Veg Power we’re on a mission to get the UK eating more veg – which in turn will improve our nation’s dietary health. The #BetterWithButternut campaign will convey just how simple, versatile and easy to prepare this vegetable is at home, empowering people to give it a try and add it to their regular food shops.”
