Eden Cultivates Fresh Produce
12th April 2013
Specialist growers Freshgro has appointed Eden Public Relations to support its latest innovative new consumer launch, the Chantenay Carrot Snack Pack.
Fresh Growers Ltd (Freshgro) is a co-operative formed in 1998 that pioneered the reintroduction of the Chantenay variety to the UK, dedicating five years to its development. Freshgro is the world’s leading supplier of Chantenay and supplies over 90% of the UK’s market and is already listed by all the major supermarkets.
Eden is well positioned to support Freshgro and Chantenay, with its track record in the consumer and lifestyle media, which includes national brand Interflora amongst its current portfolio of clients. Eden won the Freshgro account after a four way pitch.
Eden’s campaign will target a wide range of potential consumers focusing on the “Chantenay way” demonstrating the health, taste and convenience of the snacks as well as the heritage of its growers. A wide range of audiences are being targeted through on and off line activity, using creative press and public relations and social media. Eden’s campaign kicks off this month with press tasting at the Good Housekeeping Institute.
Martin Evans, CEO of Freshgro commented: “The UK snack market is worth over £2.4 billion and so it was essential that we had the right team on board to start delivering the message of a broader range of healthy options to consumers who are on the go.”
Kathryn Greenwood, Joint Managing Director at Eden added: “We are delighted to be working with Freshgro on the Chantenay brand. They are a company that grew in the local area and we have a great opportunity to work with the Freshgro team to build on this success and spread the word further.”