Veg Power, a UK-based non-profit promoting healthy eating, has announced a collaboration with Sakata, Barfoots, and Waitrose on the 2025 "Better with Butternut" campaign, aimed at encouraging consumers to cook with British-grown butternut squash. The initiative coincides with the peak harvest season, running from mid-October to the end of the month.
The campaign will include in-store promotions at Waitrose, digital content, and social media activity featuring chefs and nutritionists. Shoppers will find British-grown butternut squash marked with Union Flag stickers and the hashtag #BetterWithButternut. A series of short recipe videos will demonstrate preparation methods and highlight the vegetable's versatility.
Dan Parker, Chief Executive of Veg Power, said that the previous year's campaign had increased consumer interest in butternut squash and that many households continued to buy it after the campaign ended. "Better with Butternut is part of our mission to inspire more families to cook and eat seasonal vegetables more often," Parker said.
Representatives from Sakata and Barfoots noted that recent developments have enabled larger-scale UK production of butternut squash, traditionally sourced from warmer regions. The companies described the partnership as part of a broader effort to promote local, sustainably grown produce during the domestic season.
For more information:
Rebecca Stevens
Veg Power
Tel: +44 (0) 7768 553147
Email: [email protected]
www.vegpower.org.uk
