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Independent publisher Di-Med Publishing, which has launched a series of books aimed at encouraging children to eat fresh fruit and vegetables, is struggling to get a foothold in the trade as a result of the economic situation.
Company founder Jess Porter explained: "The books we publish are very topical and tick so many boxes, but most retailers want to see how they perform before they will stock the books."
Di-Med began distributing its first 10 titles in April with support from a private investor. Each book focuses on a fruit or vegetable "Yum Yum" character, such as Barry Banana, and is based on a theme such as friendship or child safety.
Sales to date are around 5,000 copies and further titles are planned (www.5adayworld.co.uk). Borders is the first chain to back the venture and Di-Med has held a series of popular promotional events at its book stores.
The retailer's marketing manager Heidi Murphy said: "Borders has held a number of successful store events with Yum Yums and feedback from customers and staff has been very positive. Our children's book specialists report that these pocket-money friendly books with their positive message are proving a hit with parents and children alike."