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MICHAEL

LECKIE

Making Kale Mainstream

Ad Agency: Guardian Labs 

Client: Tesco and Emmett UK

'As in the US, consumer demand for kale rocketed in the UK on the back of its elevation to superfood status. Having done its homework, Emmett UK was ready to take advantage of the movement. It shared its research on the emerging food trend with Tesco, and the two worked together on how to increase the production, distribution and promotion of kale. Annual UK sales of kale almost trebled from £12.7m to nearly £35m between 2013 and 2017 and have remained above £30m – with Emmett UK leading the charge. Production has been ramped up significantly, from about 10 tonnes per week in 2007 to 46 tonnes on average. This year Emmett UK will plant about 175 hectares in the UK.'

Says Jason Deans /Guardian

Featured below - Rick Wyles, a production supervisor at Emmett UK, with some of the crop.