For about a decade, former ad man Dan Parker decided to deploy his marketing talents for the good of the nation's youth. Veg Power was the result and their campaigns have been a phenomenal success, leading to an estimated 1.4 billion extra portions of vegetables being bought over a three year period.
In this week's HortWeek Podcast, Veg Power CEO Dan Parker reveals the thinking behind the "Eat Them To Defeat Them" campaign which has proved so powerful in changing the eating habits of younger children in particular.
HortWeek editor Matt Appleby asks Parker if the lessons learned and advertising techniques used could be deployed elsewhere in horticulture to boost the sector.
Parker gives his perspective on the UK fresh produce sector, how it needs to be more market-facing to tackle false perspectives on the cost of veg in a cost-of-living crisis.
And he discusses new marketing opportunities presented by an interest in dietary fibre and a new "Growing to Love" schools veg growing initiative.
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