Vegetables
A marketing campaign to increase consumer awareness
Cauliflower: Prince de Bretagne’s flagship product The Prince de Bretagne cooperative is renowned today for the quality of a signature vegetable that they have been producing for over 50 years.
“C
auliflower is Prince de Bretagne’s most historic vegetable. Over the years, we have acquired significant expertise in this product. Almost all of our producers cultivate cauliflower, for a total of one hundred million heads per year, 10% of which are organic. Our land in Brittany is perfectly adapted to the production of cauliflower since we enjoy rather warm and humid temperatures while our oceanic climate protects us from severe frosts. We are therefore able to produce cauliflower with very consistent quality, namely a very white and tight head, supported by
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AGF Primeur 4 • 2022
fresh leaves. We also have the particularity of producing large sizes that are a little more complicated to produce in Spain or Italy, regions that do not benefit from the same climatic advantages as ours,” reports Emilie Bardin, product manager at Prince de Bretagne.
A MARKETING CAMPAIGN TO INCREASE CONSUMER AWARENESS Faced with an aging consumption, for the last several years the cooperative has undertaken the mission of revitalizing consumption by using communication
to modernize the image of this brassica. “Although it may have decreased in the past, cauliflower consumption has now stabilized. We are working hard to make the vegetable more attractive to younger generations. We recently launched a major communication campaign using posters in the metro in major cities to make cauliflower more appealing and bring it back into the heart of French cuisine. We show the different ways of cooking cauliflower and highlight trendy recipes, such as cauliflower semolina, which can be eaten raw. It can also replace traditional wheat flour in certain recipes such as pizza or cake dough. In addition to the many culinary applications it has, it is a product that has many nutritional benefits. For example, it is very rich in vitamin C.”
