Flower Sprout® launches new marketing campaign to raise awareness across Europe

Journalists from all over the world had the opportunity to taste and discoverthe features that make Flower Sprout® a truly unique vegetable.Having been available in the UK, and also for the first time in Germany, Norway, Sweden,Switzerland and The Netherlands, Flower Sprout® is involved in a pan-European marketingcampaign that got kick-started with the presentation of its new creative concept: “Life in fullbloom”.Based on its four product strengths: versatility, healthiness, sparkling flavour and ease ofcooking; the campaign goal is to communicate that Flower Sprout® is not just a brand newvegetable with great pros but also a product that makes consumers feel good while enjoyingeveryday life. Rich in vitamins and nutrients, Flower Sprout® can be steamed, stir-fried,roasted, microwaved or boiled in an easy and simple way, making it a perfect vegetable toinclude as part of a balance diet at modern homes.To raise awareness in markets where Flower Sprout® wants to be established in the short term,the brand will implement a wide array of activities aiming at both retailers and consumers.These activities, including a permanent press office and new promotional materials, amongstothers, will be intensified from September onwards, when a new season of the unique vegetablestarts. All to guarantee a prosperous future to Flower Sprout®, which production standsnowadays around 250 tonnes. Flower Sprout® has already crossed the Atlantic and landed inthe U.S under the name Kalettes®.David Rogers, UK Sales Director at Tozer Seeds, explained in his presentation to the mediahow the company feels in relation to the product: “Completely new and unique, Flower Sprout®is the result of 15 years of work. When we started working on it we saw an enormous potentialso we kept working until finally in 2010 we introduced the product at Marks & Spencer”.“Moreover, to be awarded with the 3rd prize of the Fruit Logistica Innovation Award meant a lotto us due to the interest that generated between the media”, added Rogers.Creation processFlower Sprout® is the result of 15 years of hard work and dedication (using traditional breedingtechniques) from the British vegetable seed house Tozer Seeds. Flower Sprout® is a non-GMOvegetable developed through traditional hybridization and not genetic modification. Crossingkale with Brussels sprouts was a natural fit since they are both from the Brassica Oleraceaspecies which also includes cabbage, cauliflower and broccoli so the result of this newvegetable is a tiny cabbage with green frilly leaves and streaks of purple.Being a true seasonal vegetable, Flower Sprout® can’t be grown in summer being available atstores from November until March.