Following on from the first ever Caribbean Food Week last year, Grace Foods UK, the UK’s number 1 supplier of Caribbean food and drink*1, will this year once again be encouraging Brits to try the exotic flavours of the Caribbean.
The second Caribbean Food Week will take place from 19-25 August, the week before the Notting Hill Carnival, and will tie in with the company’s biggest ever NPD drive.
As part of Caribbean Food Week there will be nationwide sampling and promotions across the major supermarkets and a dedicated advertising campaign. As well as activity on social media including Caribbean recipes and prize competitions, there will be video tutorials to encourage the UK public to try Caribbean cuisine. Outdoor food festival events will take place throughout summer, and the Week will also be promoted by a radio tour.
The campaign will be fronted by leading Caribbean celebrity chef, Chef Hasan DeFour, whose reputation spans from Trinidad to the UK. As well as accompanying star chef Gary Rhodes on his TV series ‘Rhodes across the Caribbean’, he also appeared on the Hairy Bikers’ ‘Best of British’ programme (BBC2) in April.
“Chef Hasan is becoming increasingly familiar to consumers as a master in Caribbean cooking,” says Grace Foods UK Managing Director Ryan Mack. “He will be key in showing people how easy it is to cook delicious Caribbean food, thereby encouraging trial of Caribbean products and boosting sales in the category.”
Following last year’s successful Week, leading rice brand Tilda and top Caribbean restaurants across the UK have come on board as partners of Caribbean Food Week for 2013.
The activity ties in with the company’s biggest ever NPD drive. Throughout 2013, a series of major product launches will be rolled out, across the market-leading Grace, Dunn’s River, Encona Sauces, Nurishment and Brunswick brands.
“We have seen huge growth in the Caribbean sector, with sales growing at +7.9% YoY*1 as consumers seek new inspiration for their cooking,” says Ryan Mack.
“Coupled with the launch of a wide range of ready-to-use products and scratch cooking ingredients, this year’s Caribbean Food Week will introduce new consumers to Caribbean food and stimulate category growth.
“Retailers should prepare to stock up on market-leading Caribbean products to make the most of this opportunity for incremental sales.”
Dedicated Caribbean Food Week POS material is available upon request to help you drive Caribbean sales in your store – to request your POS pack, contact 01707 326 555.
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*1 Source: Symphony IRI UK Caribbean Food & Drink – Unit Sales, MAT 52w/e 27th April 2013