The Association, which represents 90% of British commercial tomato growers, has briefed Stand Agency to get people “talking about tomatoes” and raise awareness of the flavour, health, environmental and economic benefits of eating UK-grown fresh produce.
Activity will peak around British Tomato Week, taking place from 22 to 28 May, and will encourage consumers to, not only eat more tomatoes, but when they do, to make the conscious decision to buy British.
Stand agency says it will also address the “myth” that British-grown tomatoes are only available in the summer months, when, in fact, they are available throughout the year.
Adrian Williams, vice chair of the British Tomato Growers’ Association, said: “As growers, we know there are so many benefits of buying British tomatoes, not least the freshness and taste of our product.
“We wanted an agency that put that at the heart of all their ideas and Stand Agency impressed us with its approach. We look forward to working with them to tell the British tomato story so that in future, consumers actively seek out UK grown varieties.”
Laura Oliphant, co-founder and MD at Stand Agency, added: “We’re a team of passionate foodies, so we couldn’t be more thrilled to be working with the British Tomato Growers’ Association on this campaign. A backdrop of increasing food prices, and an increasing desire to buy local means the time is right to shine a light on the British tomato.”