Kumara triumphs as national veg but beetroot still recognised as a firm family favourite


The votes have been tallied and it seems kumara is the clear favourite to be named New Zealand’s National Vegetable, after securing more than 80% of the vote.

Inspired by the #VoteBeetroot campaign launched earlier this year by LeaderBrand, one of New Zealand’s largest producers of fresh vegetables, kumara was a late entry into the race but managed to pip beetroot to the post.

“We knew there would be a lot of support for #VoteKumara,” says Bevan Roach, Marketing Manager of LeaderBrand. “Both beetroot and kumara are quintessentially Kiwi, neither would be out of place as our national vegetable.”

The #VoteBeetroot and #VoteKumara campaigns were run via an online petition with LeaderBrand gathering support for beetroot and Kaipara Kumara backing kumara. Consumers were asked to place their vote over a 6 week period that culminated at The Food Show held in Auckland from July 30 to August 2.

“Beetroot was hugely popular at The Food Show, Kiwi’s definitely still have a taste for it,” says Bevan. “Though it may not have come out top in the voting stakes, it is still a much loved staple on the plates of many New Zealanders. We’re also very proud of the effect the #VoteBeetroot campaign has had on encouraging Kiwis to include more New Zealand grown beetroot in their diets. Lots of people have approached us over the past two months to let us know that the campaign got them thinking about the taste and health benefits of beetroot again and how to incorporate it into more dishes.”

The kumara petition will now be submitted to the New Zealand Government for consideration.

For more information on the two contenders visit www.leaderbrand.co.nz and www.kumara.co.nz. For more information on the National Vegetable campaign, visit the Facebook page www.facebook.com/pages/Kumara-vs-Beetroot.