Veg Power Teams Up with Sakata, Barfoots and Waitrose to Celebrate the British Butternut Season

Veg Power, the not-for-profit alliance on a mission to make healthy and sustainable eating easier, has announced a new collaboration with Sakata, Barfoots and Waitrose to launch “Better with Butternut” — a campaign designed to inspire families across the UK to cook with one of autumn’s most versatile and nutritious vegetables.

Image courtesy of Veg Power

Timed to coincide with the peak of the British butternut harvest (mid-October through to the end of the month), the campaign is set to put this bright, flavour-packed vegetable firmly in the spotlight. Shoppers will be greeted by specially stickered British-grown butternut squash in Waitrose stores, proudly displaying the Union Flag and the campaign hashtag #BetterWithButternut.

The in-store activity will be supported by a suite of colourful social media and influencer-led content, including quick and easy video recipes designed to dispel the myth that butternut squash is difficult or time-consuming to prepare. From comforting soups to vibrant curries and roasted trays bursting with autumnal flavour, the campaign aims to show just how effortless it can be to turn this seasonal staple into something special.

Dan Parker, Chief Executive of Veg Power, said the campaign builds on the success of last year’s initiative, commenting: “We were really encouraged by the impact of last year’s Better with Butternut campaign, which helped more people discover and enjoy this fantastic vegetable. We saw a significant uplift in the number of households choosing butternut squash – and importantly, many continued eating it even after the campaign ended. This year, we’re building on that success to show how simple, versatile and delicious butternut squash can be. Better with Butternut is part of our mission to inspire more families to cook and eat seasonal veg more often, and we’re delighted to be working with Sakata, Barfoots and Waitrose again to make that happen.”

From seed to shelf, the collaboration showcases the strength of the British supply chain and the industry’s commitment to sustainability.

Stuart Cox, Managing Director at SAKATA, commented: “After many years of development work behind the scenes, it’s great to see British butternuts performing so well in the field at Barfoots and on the shelves at Waitrose. We know this new variety performs for both growers and consumers, delivering yield and quality with excellent eating properties. Working together with Veg Power and Barfoots is a great fit, as we’re all inspired to promote healthy eating of sustainably grown British butternuts.”

Meanwhile, Kim Barfoot-Brace, Brand and Marketing Manager at Barfoots, added: “Butternut is a really special vegetable – deliciously sweet, nutty and creamy, packed full of nutrients, naturally long-life, good value and, despite its tough looks, easy and versatile! We’ve been providing butternuts grown in warmer climates for decades, so it’s really exciting to now be able to grow at scale on our UK farm. We’re really proud to be partnering with Veg Power, Sakata and our long-term customer Waitrose to help encourage more families to discover and enjoy this sustainably grown wonder veg.”

With British-grown butternut squash now reaching peak season, the Better with Butternut campaign is set to give shoppers plenty of reasons to celebrate — proving that when it comes to quick, tasty and nutritious meals, everything really is better with butternut.