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Veg Power - How British & Irish Veg Growers are Adapting their Businesses in Relation to Climate Change.
Episode 772nd November 2021 • Beanstalk Global • Max MacGillivray
00:00:00 01:08:45

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Running a campaign that involves more than 200 organisations brings valuable lessons on building and maintaining relationships.

Veg Power is a not-for-profit organisation focused on encouraging the UK to eat more vegetables. Since their inception around three years ago their successes include the award-winning 'Eat Them to Defeat Them' campaign in partnership with ITV, which included a TV ad supported by over £10m of advertising from ITV, Channel 4 and Sky Media. 

This year the campaign’s accompanying schools programme reached 500,000 primary school kids from 1,900 schools. They were able to demonstrate behaviour change with an additional 517 million children’s vegetable portions sold from the campaign’s launch in February 2019 to July 2020. 

The fundamental difference with other healthy eating or public health campaigns is that the Veg Power operating model includes a strong, diverse and vocal alliance that has nationwide reach and impact – all on a very low budget. The alliance consists of individuals, groups and organisations that are passionate about the cause. It includes large and small businesses, national and local government, NGOs, community groups and schools, celebrities and influencers.  This enables them to reach a greater range of individuals and adds credibility and interest to their campaigns. 

On this months broadcast they will be discussing the role of role of veg in climate change and how British and Irish growers are adapting their businesses.  

Joining Dan Parker from Veg Power and Max will be David Simmons CEO, Riviera Produce.