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Glyndŵr University in partnership to promote Welsh produce

15 December 2011

A campaign to promote inventive and alternative ways of using the diverse range of fresh fruit and vegetables grown in Wales has been launched in conjunction with Glyndŵr University.

The Grow to Love initiative will provide consumers with recipes and ideas for preparing everything from beetroot to pak choi and Jerusalem artichoke.

Cards will be handed out at farmers markets and will be accompanied by a website allowing consumers and producers to share some of their favourite recipes.

The campaign is part of a £1.64 million project called Horticulture Wales. Led by Glyndŵr University, ADAS and the Organic Centre Wales, it aims to help growers in Wales to market their products.

Helen Eustace, project manager for Horticulture Wales, said: “People might be hesitant to buy a particular vegetable because it’s unusual and they don’t know how to cook it or get the best flavour from it. The same could be true of a chef who is presented with one of the more unusual vegetables which is grown in Wales. Grow to Love is all about helping to raise awareness of such products and how they can be used.

“Growers in Wales deliver some delicious produce but because they spend so much time developing these, they don’t often have the time to think about how they communicate and market their product to potential customers – which is where Horticulture Wales comes in.”

Growers from Overton, Llanidloes, Llannefydd, Newtown and Wrexham attended the Grow to Love launch in the Shippon Restaurant at The Plassey, near Wrexham.

Attendees were given an introduction to the campaign, followed by a marketing brainstorming session led by Sian Roberts, from the Howel Food Consultancy, and a food tasting session.

Helen added: “Horticulture Wales has been growing steadily over the last year and the Grow to Love event generated some more new contacts. We hope to continue to support more and more growers and food producers over the next 12 months.”

The Horticulture Wales project has received funding through the supply chain efficiencies scheme of the Rural Development Plan for Wales. This scheme is funded by the Welsh Government and the European Agricultural Fund for Rural Development.

To find out more about the project go to www.horticulturewales.co.uk, email horticulturewales@glyndwr.ac.uk or call 01978 293967.

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