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,” said 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 six-week period that culminated at The Food Show held in Auckland from 30 July to 2 August.

“Beetroot was hugely popular at The Food Show, Kiwi’s definitely still have a taste for it,” says Roach. “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." 

He added, “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.