Sakata and Barfoots have teamed up with Veg Power to launch the #BetterWithButternut campaign, which aims to raise awareness of the versatility and simplicity of butternut squash.
Running throughout September, the initiative seeks to dispel the myth that butternut squash is difficult to prepare and showcase how easily it can be incorporated into daily meals.
With support from eco-chef Tom Hunt and food educator Tom Walker from Hackney School of Food, the campaign offers practical preparation tips and creative recipe ideas.
From soups to roasted dishes, the campaign highlights how butternut squash can be a delicious addition to family favourites. Seasonal Veg ambassadors, including well-known chefs like Hugh Fearnley-Whittingstall and Shivi Ramoutar, are also getting involved to share their inspiration on social media, aiming to reach over a million people.
Sainsbury’s is backing the campaign by featuring promotional stickers on butternut squash products grown by Barfoots, helping to bring the vegetable into the spotlight in stores across the UK. By making butternut squash more approachable, the campaign hopes to boost its popularity among families who may not currently consider it a regular part of their meals.
Dan Parker, CEO of Veg Power, emphasised the importance of increasing vegetable consumption to improve dietary health in the UK. He stated that the #BetterWithButternut initiative aims to empower consumers with simple, versatile, and nutritious meal ideas using butternut squash.
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