Brassica brand, Tenderstem, is rounding off another successful year with the news that it is now the fourth-largest brand within the fresh produce category; with both sales and volumes up 23% compared to 2015. According to Tenderstem, over the past five years they has seen double-digit growth every year.

Tenderstem says it has made heavy investments across marketing, advertising, PR and digital in 2016 to help raise awareness of the brand.

This summer, Tenderstem took to the streets of London and the South East with its ‘Green Light District’ experiential campaign which was conceived to encourage people to try their products, raise brand awareness and develop brand personality. The fresh produce brand created a pop-up, encouraging members of the public to ‘take me home today’ and ‘try me… naked, spicy, steamy’, offering take-home packs of raw Tenderstem, a selection of fresh flavour ingredients including garlic and chili and a recipe card. The activity achieved interaction with over 50,000 members of the public across 12 days of activity.

Tenderstem is grown in Kenya and Spain, and in a number of locations across the UK between June and December. The volume of Tenderstem seeds planted in the UK this season increased by about 10% compared to 2015, according to Stuart Cox MD of Sakata UK, the breeder and supplier of seeds for Tenderstem.

Michelle Toft, Chief Marketing Officer at Coregeo, said: “We’re extremely proud of the consistent quality the Tenderstem brand has come to be known for, and excited to record the amazing growth the brand has seen over the last year. We know that driving trial is a powerful way for us to educate consumers about Tenderstem’s unique qualities, enabling them to experience first-hand how delicious it is. Tenderstem is a really versatile product and as a brand we like to have lots of fun, so we’re looking forward to what 2017 will bring!”

Kyla Flynn
Tel : 0113 307 0113