The initiative was launched on behalf of the Dutch Produce Association, which is hoping more UK households will use the versatile vegetable in their cooking.

Account executive at Smye Holland Associates Emily Anniss said: "The competition was a huge success.

"The final report, which we have issued to the Dutch Produce Association, shows we met all the targets for entries and media coverage. We now hope to see increased sales in chicory."

The Chicory Challenge com- petition offered amateur and professional cooks in England the chance to win up to £5,000 for a charity of their choice. Its aim was to draw attention to chicory's potential and inspire English cooks to create some great new chicory recipes.

The Dutch Produce Association's Ad Klaassen said: "We are grateful for Smye Holland's cooperation in the campaign and we have a good feeling that the sales of chicory will increase in the coming years."

Smye Holland Associates also launched the Chicory Challenge recipe book which is being sold by BDF Newlife to raise money for the charity. The book includes a selection of the competition's top entries and the recipes from the three finalists.

Susie Carter, who works for Hampshire Fare, won the top prize with her recipe for chicory tarts with goats cheese and thyme. The two other teams in the final – one from Waddesdon Church of England School in Aylesbury and one from Ack- lam Grange School in Middlesbrough – came second and third, respectively.