British Leafy Salads secures EU support

The British Leafy Salads Association (BLSA) has announced that it has secured ’139,728 in co-funding from the EU, for a three year integrated PR and marketing campaign. The activity will promote the benefits of leafy salads as part of a healthy balanced diet, to consumers and children.

The BLSA was the only British bid to successfully secure the EU funding made available to the fruit and vegetables sector across Europe, following the E.coli crisis earlier this year. The total is being match funded by the BLSA, which represents 37 salad growers, packers, prepared salad companies and allied industry companies from across the UK.

Jayne Dyas, BLSA’s Company Secretary explained why the EU financial support is so important to the salad sector. ’Over 90% of the UK claim for compensation from the EU for salad businesses hit by the E.coli crisis was from UK leafy salad growers. This match funding will now allow us to deliver an effective three year integrated campaign to communicate positive messages around the taste, health, versatility and provenance that leafy salads offer and ultimately have a positive effect on consumer purchasing behaviour.’

The integrated campaign will be implemented by Ceres, a specialist food PR agency that has extensive experience of the fresh produce sector. The campaign will be led by Ceres’ Director, Kathryn Race.