Sales of UK shallots have more than doubled to £10 million in the eight years of the industry's promotional drive, campaign manager Pam Lloyd revealed.

Her agency, Pam Lloyd PR, runs the campaign, which has seen industry funding increase from just £3,000 a year in 2005 to £30,000 now. As value sales have doubled, so has household penetration to 13.6 per cent.
"It's a long-term commitment, it does work and it does have results," said Lloyd, explaining why producers should not cut back on marketing in tough financial times.

Companies who do not have a particularly new product that is being sold in a unique way, or a marketing war chest of over £500,000 a year, should consider taking part in collaborative industry product promotion, she added.