Watercress the poor man’s food gets a trendy makeover
Plant makes ideal snack, drink or even face mask, according to social media drive aimed at young
IN 1920s Britain it was a popular fast food and often the only green leaf vegetable available to help protect the nation from winter colds and flu.
But watercress has fallen out of favour among young people and is nowadays seen as a dowdy alternative to its trendy rivals kale and spinach.
Just five per cent of under 28s buy watercress, compared with 41 per cent of 35 to 54-year-olds, Kantar Worldpanel data show.
Now watercress growers, alarmed that teenagers and young professionals are snubbing their produce, are fighting back with an image makeover for the leafy green. A new Instagram campaign taglined #watercresschallenge is urging young people to “chop it, blitz it, toss it and wear it”.
Tempting watercress recipes include a James Bond-style cocktail said to be good for hangovers, a vibrant green “power ball” energy snack, and – for those still wary about eating the veg – a suggestion to use it on the face as a beauty aide.
Devised by the Agriculture and Horticulture Development Board (AHDB) and the Watercress Association, which represents commercial growers, the aim is to use social media to target an untapped young market.
Keep-fit enthusiasts specifically are being wooed to consider the health benefits of watercress when out buying their food. Tom Amery, managing director of The Watercress Company, one of the growers involved, said: “Older people know how good it is, but the young don’t buy food for long-term health. They are interested in the more immediate effects of consumption. So we are pushing the performance effect of watercress and how it can help the body recover after intense exercise.
“We think part of the problem is that young people think of watercress as the stuff they grew at school on blotting paper (that is mustard and cress) or the decorative garnish on a plate. We have to persuade them it is more than just a bit on the side.”
This plant – scientific name Nasturtium officinale – has a long history. It was prescribed to patients by Hippocrates and was a staple of Roman soldiers. Originally grown in Britain in monasteries, it was seen as a poor man’s food until it became popular as a cheap green to fend off ailments.
It is high in nutrients and low in calories, has high levels of vitamin K and vitamin C, plus minerals that help lower blood pressure.
It also contains antioxidants that protect against DNA damage linked to some cancers and can alleviate stress to the body after energetic workouts.
Nicola Dodd, AHDB marketing manager, said the Instagram campaign had reached 120,000 people in a month.
“Social media is a great way to reach a young audience,” she said. “Watercress has not caught up with recent health trends and is largely overlooked by the young. We want to inspire them to include it in their diet.”
Mary Berry, the television cook who grew up on a farm with watercress beds, said recently: “My favourite thing was watercress sandwiches with raspberry jam.”
‘We want to inspire the young to include watercress in their diet’