Veg Power launches third British butternut squash campaign

Veg Power has initiated the third year of its ‘Better with Butternut’ campaign, a collaboration involving grower Barfoots, seed company Sakata, and retailer Waitrose. The initiative aims to increase consumer awareness and consumption of British-grown butternut squash through chef-led recipes, school resources, and in-store promotions.

The 2026 campaign features a new film, ‘British Butternut: Meet the Grower’, which tracks the crop from planting on the South Coast of England to harvest. This production highlights how new varietal development from Sakata has enabled commercial-scale cultivation of earlier-maturing varieties adapted to cooler climates.

Additionally, the campaign emphasizes sustainable farming practices, noting Barfoots’ involvement in Waitrose’s ‘Farming for Nature’ regenerative agriculture programme. Educational resources, including lesson plans on food provenance, will be made available to primary school pupils.