Challenge
Majority of lentils eaten in the UK are imported from India or Canada, resulting in a higher level of GHG emissions and a tasteless product with no trace of the fresh earthy flavour lentils offer. Co-founders of Hodmedod’s worked with growers to produce Britain’s first ever lentil harvest across six farms in Hertfordshire, Suffolk, Sussex, Wiltshire and Hampshire.
Solution
Launched the first ever lentils harvested in the UK and worked with inspiring spokespeople across the six farms, setting up interviews and press trips to the farms.
Result
Josiah and Nick were profiled as farming pioneers in the national media – with a full page in The Guardian, The Times and East Anglian Daily Times. BBC Three Counties carried out a morning show interview with Josiah Meldrum and the story was also covered by ITV Anglia and BBC Look EAST.
Impact
The pioneering Hodmedod’s team have now made it their mission to reintroduce British-grown beans, peas and pulses to the market.
Media Coverage
