New name for soft fruit campaign

The Seasonal Berries campaign, which was launched twelve years ago by grower cooperative British Summer Fruits (BSF) to promote year-round berry consumption in the UK, irrespective of produce origin, has been given a new name, brand identity and website.

The campaign will now be called Love Fresh Berries as BSF chairman Nick Marston explained: “We felt that ‘seasonal’ had different permutations and connotations to people. Some people felt it meant British, others felt it didn’t mean winter berries, and given the availability of great-eating fruit from many places around the world through the winter months, we felt it was appropriate to rename the campaign.”

The change of name coincides with seasonal efforts to increase consumption over the winter months. Love Fresh Berries spokesperson and dietician Sophie Medlin said, “We often think of berries as being a summer fruit, but they are available all year round which means that we can still benefit from the nutrients that they contain. Berries are a great source of vitamin C which has been shown to shorten the length of a cold. They also contain important antioxidants and polyphenols which are excellent for our overall health.”

The new Love Fresh Berries campaign can be found online at

Photo Credit: Nick Youngson, Alpha Stock Images

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