British Leafy Salads Secures EU Support
Wednesday 30 November 2011
The British Leafy Salads Association (BLSA) has announced that it has secured €139,728 in co-funding from the EU, for a three year integrated PR and marketing campaign. The activity will promote the benefits of leafy salads as part of a healthy balanced diet, to consumers and children.
The BLSA was the only British bid to successfully secure the EU funding made available to the fruit and vegetables sector across Europe, following the E.coli crisis earlier this year. The total is being match funded by the BLSA, which represents 37 salad growers, packers, prepared salad companies and allied industry companies from across the UK.
Jayne Dyas, BLSA’s Company Secretary explained why the EU financial support is so important to the salad sector. “Over 90% of the UK claim for compensation from the EU for salad businesses hit by the E.coli crisis was from UK leafy salad growers. This match funding will now allow us to deliver an effective three year integrated campaign to communicate positive messages around the taste, health, versatility and provenance that leafy salads offer and ultimately have a positive effect on consumer purchasing behaviour.”
The integrated campaign will be implemented by Ceres, a specialist food PR agency that has extensive experience of the fresh produce sector. The campaign will be led by Ceres’ Director, Kathryn Race.
For further information please contact:
Kathryn Race
Ceres
T: 01189 475956
E: kathryn.race@ceres-pr.co.uk
Editors Notes
- The British Leafy Salads Association Ltd was established in 2002, and prior to that was known as the British Iceberg Growers Association Ltd, which was established in 1988. The registered company number is: 26250 R.
- There are 37 members of the Association, representing growers, (both outdoor and protected crops), packing/marketing companies, prepared salad companies and allied industry companies, for example seed houses.
- The members represent over 85% of the UK leafy salad industry.
- The BLSA engage the Processed Vegetable Growers’ Association to carry out all administrative and financial duties.
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