The initiative to promote butternut squash to consumers takes another step forward internationally. Sakata is teaming up with Veg Power, a non-profit organization that aims to increase vegetable consumption in the UK, and producer Barfoots to raise awareness of the Love Butternut brand in the UK.
The goal of the #BetterWithButternut campaign is to bring butternut squash closer to families, providing information about its versatility in the kitchen, how easy it is to use, and the multiple benefits of consuming it. This alliance took place after the success of the Love Klabaza and Love Butternut initiatives in Spain and Portugal, respectively, contributing to a 20% increase in squash consumption among the population.
The #BetterWithButternut campaign will provide recipes for simple dishes from chefs Tom Hunt and Tom Walker, founder of the Hackney School of Food, to counter the belief that squash is difficult to prepare. In addition, the chefs will offer ideas on including squash in traditional English household recipes to increase the interest of families who do not usually eat this vegetable.
The campaign hopes to reach more than one million people via social media. It is supported by Veg Power ambassadors, such as chefs Hugh Fearnley-Whittingstall, Shivi Ramoutar, two Michelin-starred chef Tom Aikens, and Bettina Campolucci Bordi, as well as nutritionists Charlotte Radcliffe RNutr and Zoe Griffiths RNutr, among many more Veg Power allies. In addition, Veg Power and Love Butternut are encouraging anyone who wants to join the campaign to share their squash recipe ideas using the hashtag #BetterWithButternut. The campaign is also being carried out in supermarkets. Supermarket chain Sainsbury has supported it by including promotional stickers on Butternut squashes grown by Barfoots.
"VegPower is on a mission to get the UK to eat more vegetables to improve the country's food health. The #BetterWithButternut campaign shows families how versatile and easy to prepare butternut squash is, encouraging everyone to try it and add it to their regular shopping," stated Dan Parker, CEO of Veg Power.
Stuart Cox, managing director of Sakata UK, agreed that #BetterWithButternut is "a great initiative to promote the versatility and great taste of Butternut squash". "Sakata is very proud to partner with Veg Power and Barfoot on this campaign. We are confident that consumers will enjoy tasting butternut squash in the recipes and dishes suggested by Veg Power ambassadors," he added.
"We are incredibly proud to support Veg Power in their mission to inspire kids to eat more vegetables. Squash is delicious, nutritious, and versatile. In addition, it has a long shelf life and doesn't need to be packaged. We believe Butternut squash is a wonderful vegetable so we're excited to see more families discover its magic," stated Kim Barfoot-Brace, Brand and Marketing Director at Barfoots.
Read more about the campaign at: https://simplyveg.org.uk/butternut-squash-lp/
For more information:
Sakata Seed Ibérica
www.sakataiberica.com