Campaign promotes ‘leeks for champions’

CONSUMERS are being targeted by a new campaign to promote fresh British leeks.

Backed by a group of ten UK leek growers and four seed companies, the “Food for Champions” initiative is timed to coincide with the run-up to the 2012 London Olympic Games. It will run until April 2012.

Philip Lilley, chairman of the British Leek Growers Association, said: “Our campaign is designed to target a broad range of British consumers, from the affluent young professional to families and the health conscious.”

As well as highlighting the nutritional benefits of eating leeks, a series of leek-based recipes have been developed as part of the campaign by leading sports nutritionist Dr Sarah Schenker.

Over the next six months, a comprehensive PR campaign will promote seasonal British legumes consumers through newspapers, magazines, broadcast media and the internet, including the British leeks website.

PICTURE: Leek grower Patrick Allpress of Allpress Farms, Cambridgeshire – one of the contributors to the campaign.