The Agriculture and Horticulture Development Board (AHDB), National Farmers Union (NFU), Red Tractor and Love British Food are uniting to coordinate a calendar of events for the autumn of 2016 which has been designated the 'Year of British Food' by the Government.
The campaign starts with the NFU’s Back British Farming day in September, followed by an autumn of driving consumer awareness of quality, assured British food.
This activity includes Red Tractor Week, British Food Fortnight, a 12 week Red Tractor on-pack promotion across retailers and foodservice operators, supporting TV and in-store advertising campaigns and will culminate with British Sausage Week in November.
Environment Secretary Elizabeth Truss said: “Our food industry has so much to be proud of – whether it is the seafood from our spectacular coastline or the world’s most delicious beef, lamb, milk and cheese our farmers bring us from the hills and pastures around the UK.
“That is why we launched the Year of Great British Food to champion the best of British food at home and abroad.”
Truss continued: “With 3.8 million people employed in the food chain we know it is vital for our economic future we make British food and farming all it can be.”
NFU deputy president Minette Batters commented: “I’m pleased to see our farming organisations collaborating and coming together. It is important to champion great British food and the thousands of farmers and growers who produce it every day of the year. I hope this plan of action will help showcase British food which, as we know, is the best in the world.”
Christine Watts, chief communications and market development officer, AHDB, added: “As we look to meet consumers changing quality, price and life-style demands we are proud this autumn to see new products promoted in the mini-roast category as part of this coordinated activity campaign. We will be linking levy payer funded mini roast promotion to supermarkets and consumers, encouraging shoppers to select a mini roast as a convenient mid-week meal.”
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
