British Summer Fruits and Love Fresh Berries are combining on a marketing effort to showcase Britain’s sweet fruits this July, launching National Berry Month.
Throughout the 31 days, the two will lead a campaign that features recipes from chef Jackson Boxer and tips for at-home preparations for consumers that also can give a lift to retailers in search of promotion ideas.
Not that berries need any help. The industry is valued at more than £1.7 billion as Britons clamor for soft fruits to eat individually or pair in desserts or other dishes. Love Fresh Berries notes that nearly 240,000 tonnes of berries have been purchased over the past year or the equivalent weight of 114 London Eyes. Their health benefits are also a key factor when it comes to sales.
“Not only is the industry boosting the health of our economy – but crucially the health of the nation,” Nick Marston, Chairman of British Summer Fruits, the industry body that represents 95% of berries supplied to UK supermarkets said. “Berries are a brilliant provider of vitamin C and have important antioxidant and anti-inflammatory profiles. National Berry Month is the perfect time to celebrate British berries and reap their many benefits with delicious new recipes and summer events.”
Retailers looking for an added boost to bottom lines should make berry displays prominent and front-and-center in produce sections. They also should consider positioning punnets smartly throughout their markets in combination with other related items, giving shoppers an extra incentive to pick up the fruits. Displaying recipe card ideas, along with signage promoting the monthlong event, can be helpful in driving sales.