Florette recruits horticulture expert to showcase brand

Salad specialists Florette have announced a partnership with gardening influencer and TV presenter, Michael Perry – better known as Mr Plant Geek.

The collaboration will see Michael come on board as Florette’s horticultural expert, producing exclusive content for the brand – which sells 36 million leafy prepared salads  in the UK every year – alongside sponsorship of The Plant Based Podcast, a series produced by Michael and co-host Ellen Mary.

The alliance forms the first part of Florette’s campaign which seeks to reposition the brand, highlighting its farmer-owned credentials and passion for sustainably produced, fresh and tasty salads, in turn inspiring shoppers to trade up to the brand.

“We know that consumers don’t just buy a product, they buy into brands that share their values,” said Martin Purdy, Commercial and Marketing Director at Florette UK. “While we successfully communicate the freshness and convenience of our products, credentials such as Florette’s farmer owned status and sustainable, environmentally conscious farming credentials have not been the focus until now.

“We’re delighted to be partnering with Michael who shares our passion for all things plant based – whether that be agriculture and the food we grow, to inspiring recipes that are fresh and delicious. With his incredible following across The Plant Based Podcast, television and social media, demand for Florette will only increase as shoppers continue to seek out brands with genuine passion and authentic credentials in their field.”

The partnership follows the launch of Florette (Immune Support) Superfood (120g RSP £1.80) which appeals to the growing number of shoppers looking to lead healthier lifestyles. Launched in May, it champions the nutritional benefits of the carefully balanced salad mix, with each portion being naturally high in folate, vitamins A and K, and a good source of vitamin C.