Organic frozen food producer Pack’d has announced the launch of its new Frozen February campaign, which hopes to “champion frozen produce during the months when ‘fresh’ is anything but,” it said.
In the UK, February to April is the worst time to buy fresh fruit. UK-grown fruit is at its lowest point - meaning supermarkets instead pivot towards Southern Hemisphere suppliers. As a result, these ‘freshʼ fruits have to be picked when under-ripe, to allow them to be shipped thousands of miles and reach supermarket shelves before they spoil.
However, this means the fruits not only lose sweetness, aroma and flavour, but also nutrients. In fact, research shows fresh produce can lose around half of its Vitamin C within the first two days after harvest.
In response, Frozen February is seeking to drive awareness of this problem and encourage shoppers to make the switch from fresh to frozen, for sweeter, tastier and more nutritious fruit.
The campaign will be backed by a paid media campaign as well as in consumer magazines such as BBC Good Food.
Katy Hamblin, director of marketing at Pack’d, said: “The UK climate at this time of year means that, confusingly, the freshest fruit is actually found in the freezer aisle, and it’s our job to help inform the consumer.
“British-grown fruit is hard to come by, instead replaced by fruit from warmer and sunnier climates that’s been harvested far too early to ensure it can travel thousands of miles to reach our supermarket shelves before it goes bad. This in turn means the fruit just doesn’t taste as nice.
“Fruit and vegetables in the freezer aisle have been harvested at their peak time for flavour and nutrients, before being frozen on the very same day – locking in all the goodness. Not only this, but frozen produce also has a lower carbon footprint, as it’s able to be transported via sea rather than air.
“This new campaign is our commitment to educating consumers that you can still enjoy the freshest, sweetest, most nutritious fruit during these months - you just need to look in the freezer aisle for them.”
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