The Fresh Prepared Salads Producer Group

A key objective of the four year campaign was to address misconceptions among journalists and consumers about chlorine washing and the use of Modified Atmosphere Packaging  in packs of ready to eat salads.

We consulted with the world’s leading experts and commissioned our own scientific analysis, which confirmed these processes are completely safe and do not deplete nutrients.  Briefing events were staged with the Guild of Foodwriters and at a luncheon at National Magazine House.  Key media were also given one-to-one briefings and farm tours.

This was supported by a media relations campaign involving celebrity endorsement, competitions, recipe development and school workshops to promote the health, taste and versatility of fresh prepared salads.
 
We successfully overturned the negative media coverage of bagged salads and in just one year generated 464 pieces of positive coverage across the print media, tv and radio.