UK AND IRELAND -‘JUST ADD MUSHROOMS’ PROMOTIONAL CAMPAIGN![]() The ’Just Add Mushrooms’ campaign is worth €2.7m over three years and is co-funded by the EU and producers and marketers in Ireland and the UK. The campaign commenced in July 2013. It is an information and promotional campaign in the UK and Ireland which uses the power of recommendation to communicate the nutritional and culinary benefits of mushrooms to women aged 25-45 years, and also to health professionals, mass caterers and children in educational establishments. The most effective means of reaching the target audience is by advertising online and in women’s magazines. An on-pack text-in competition, with three prizes of €1000, was a strong feature of the October burst in sales in Irish supermarkets. The strategy is to increase penetration and frequency of purchase among younger households in the UK and Ireland and is designed to take advantage of the progress made in the previous €2.4ml “More to Mushrooms” campaign. The campaign features celebrities promoting recipes that the general public will feel comfortable to try. For more details, go to www.justaddmushrooms.ie and visit the Facebook page at |
GRO MÓR GARDENING PROMOTION
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RETAIL MARKET FOR FRESH PRODUCE – VOLUME UP BUT VALUE DOWNRecent research from Kantar Worldpanel indicates that the fruit and vegetable category continues to be the most important segment of the retail grocery market with a 14% value share. The fresh produce category is valued at €1.2bn per annum. This total includes fruit, vegetables and potatoes valued at €549m, €505m and €147m respectively. Research for the year ending September 2014 shows that the frequency of purchase for fresh produce is 151 times per year which is up 0.7% year on year. The trip volume is also up by 5% over the same period. Two possible reasons for this volume increase include an increasing awareness by consumers of the role fruit and vegetables play in a healthy balanced diet and the overall lower price per unit of produce on the retail shelf over the last year which was back by about 10%. In relation to the range of vegetables purchased the traditional favourites are still a key purchase choice for consumers (eg carrots, tomatoes, cabbage, cauliflower etc). However, more recently despite coming from a smaller base, the sales of other alternative vegetable products are increasing (eg kale, spinach, beetroot, sweetcorn etc). Over the last year, the value of prepared vegetable and fruit category has remained relatively static at €84m, indicating that convenience of format is still an important consideration for consumers buying fresh produce. GARDENING MARKET IN 2014 NATIONAL SOFT FRUIT & PROTECTED VEGETABLE CENSUS SOFT FRUIT PROTECTED VEGETABLES |