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In 2012 British Food Fortnight will be showcasing the best of British to the world

In 2012 British Food Fortnight will take place 27 July to 12 August (at the same time as the Olympics). We have the biggest opportunity for a generation to showcase the best of British to the world. Food and sport go hand in hand and we want the whole nation to be feasting on British food as they cheer our medal hopes home. The eyes of the world will be on Britain and British Food Fortnight is bringing the best of British to the world.

2012 Olympic Stadium

We are delighted to be working with British Food Fortnight. Food is as much a part of our culture as art, theatre and music and 2012 offers a fantastic opportunity to celebrate Britain's food heritage. Food and sport go hand in hand so what better way for people to enter into the spirit of the Games than by enjoying Britain's wonderfully diverse and delicious food with their friends, families and communities.
Ruth Mackenzie, Director of the Cultural Olympiad

General information

  • 2012 is a huge opportunity to improve the world's perception of Britain, in particular our food. Internationally, we are still perceived as offering poor food and service. Let's change that in 2012 and show them we have the best food and drink in the world!

  • London will be the most ideally situated Olympics yet in terms of its close proximity to other major countries.

  • Over 203 countries will visit Britain for the fortnight. 320,000 additional overseas visitors are expected and 580,000 UK residents will visit London. 22,000 media at sports events; approx. 10,000; 8.8 million tickets will be sold.

  • 645 sport sessions will be staged at the Games across 28 disciplines.

  • The cost of public transport will be free in London for any ticket-holder on the day of their event.

  • To find out more information about London 2012 click here

Olympic food facts

  • This will be the first time more than one supplier will feature at the Games and that there has been a planned approach to food at The Games.

  • Over 13 million meals will be provided in the Olympic Park during the Games.

  • The total potential catering needs of people visiting the Olympic Park, London and the rest of the UK is more than 17.5 million (click here).

  • Food needs to be provided to over 16,500 athletes with familiar and nutritionally balanced food and drink for peak performance.

  • Over 9 million ticket holders will be seeking a 'life in a lifetime' experience that requires high quality food at affordable prices

  • The Olympic village will serve:
    • 25,000 loaves of bread
    • 232 tonnes of potatoes
    • More than 82 tonnes of seafood
    • 31 tonnes of poultry items
    • More than 100 tonnes of meat
    • 75,000 litres of milk
    • 19 tonnes of eggs
    • 21 tonnes of cheese
    • More than 330 tonnes of fruit and vegetables

  • To find out more about the London Organising Committee's Food Vision for the Olympics click here.

Key dates for your diary

  • 15 March 2011: Tickets go on sale for Olympics

  • 27 July 2011: 1 year to go!

  • 3 May 2012: Mayoral election in London

  • 18 May – 27 July 2012: Torch Relay – the torch will be passed around every part of Britain and will never be more than 5 miles away from 80 per cent of the population.

  • 2 June – 5 June 2012: Diamond Jubilee extended weekend.

  • 27 July – 12 August 2012: British Food Fortnight (the same dates as the Olympic Games).
    • 28 July – 31 July: Equestrian – Eventing (Greenwich Park)

    • 3 August (19.30 – 20.50): Women 800m Freestyle Swimming Final (Olympic Park – Aquatics Centre)

    • 4 August (19.30 – 21.00): Men 4 x 100m Medley Relay Final – Swimming (Olympic Park – Aquatics Centre)

    • 4 August (9.30 – 12.50): Men Fours Final - Rowing (Eton Dorney)

    • 5 August (18.50 – 21.55): Men 100m Final – Athletes (Olympic Stadium)

    • 6 August (16.00 – 18.55): Sprint Finals - Track Cycling (Velodrome)

    • 6 August (18.50 – 21.40): Men 400m Hurdles Final - Athletes (Olympic Stadium)

    • 7 August (17.00 – 23.50): Semi Finals of Beach Volleyball (Horse Guards Parade, London)

    • 8 August (12.00 – 16.35): Individual Jumping Final - Equestrian (Greenwich Park)

    • 10 August (15.00 – 17.20): Final BMX Cycling Circuit (BMX Circuit, Olympic Park)

    • 11 August (15.00 - 17.30): Gold Medal Match Football (Wembley Stadium, London)

    • 12 August (11.00 – 13.40): Men's Marathon (London)

    • For a full schedule of all other events (click here)
  • 29 August – 9 September 2012: Paralympic Games

The opportunities

  • It is estimated that £2 billion could be generated and that almost two-thirds of this growth will happen in the four years after the Games so make sure you get your share by getting involved!

  • VisitBritain predicts that 50-70% of the net economic benefit will come through hospitality and tourism over 7-10 years.

  • Being involved will generate as much profit as if it were Christmas! And every day will be a weekend in terms of customer expectations and purchasing patterns.

  • Over 8,000 full-time equivalent jobs will be created by the Games and the UK hospitality industry has the potential to create 236,000 new and additional jobs by 2015 as a result.

  • How other countries have benefited from previous games:
    • Number of international visitors doubled the decade following the Barcelona 1992 Games.

    • Sydney games boosted Australian economy by US $3.3 billion.

    • The Athens 2004 Games contributed to a 10 per cent increase in inbound visitors in 2005.

  • This is a nationwide opportunity. Everyone in the country will be looking to be patriotic. There will also be overseas visitors everywhere, not just during the Games but in the build up too.  Olympic competitions are taking place in many locations – click here to see where.  And there will be training camps across the country where visiting teams will be based and one of them may be near you.

  • Read what LOCOG has to say about British Food Fortnight - Jan Matthews' article in The Grocer of 18 September 2010 - “Countdown to a special British Food Fortnight” - download the PDF.

Sticking to the rules – the Do's and Don'ts

The International Olympic Committee and the London Organising Committee for the Olympic Games have set out very strict rules about what businesses are allowed and not allowed to do during the Games. These have been introduced in order to protect the rights of the official sponsors. Here is a brief guide:

Ideas on how to get involved

If you are a consumer

Here are some fun ideas for you to start planning now:

If you are a retailer

Taking part in British Food Fortnight is the perfect way to capitalise on the patriotic fervour without infringing the law.

If you are a caterer

Taking part in British Food Fortnight is the perfect way to capitalise on the patriotic fervour without infringing the law.

Film on Food Glorious Food

A short film showcasing previous British Food Fortnight activities. Get inspired and start planning your activities today!

 

  • You can not include the Olympics – or any reference to it - in adverts or advertorial. However, mentioning the Olympics in editorial is allowed.

  • If your advert is honest and accurate it is allowed. For instance if your whiskey was distilled in London 2012 – and you mention this in your advert - this is a fact and therefore acceptable.

  • Group 1: Any combination of two or more of these words can be classified as an infringement: games, two thousand and twelve, 2012, twenty twelve

  • Group 2: Any combination of Group 1 expressions with one of more of the following can be classified as an infringement: gold, silver, bronze, London, medals, sponsors, summer

  • You are not allowed to use the following words and images in your marketing:
    • Olympics
    • LOCOG
    • Javelin
    • Team GB
    • Get Set
    • Games Maker
    • Image of the London skyline with 2012, Games etc.
    • Images of sport (e.g. someone running) with 2012, London, Games etc.
    • Image of the 5 rings (or use the colours together)
    • An example of what you can and cannot do: an unbranded chalk board outside a pub during the Games saying words to the effect of 'Big screen inside to watch the Olympics' is unlikely to infringe the law. However, a pre-sent branded pack of promotional material distributed to all customers promoting watching the Olympics in your establishment could be considered as an infringement.

    • For more information see LOCOG's Brand Protection – what you need to know PDF (click here) and LOCOG's Brand Protection – London 2012's UK statutory marketing rights PDF (click here)
    • Plan an opening ceremony British feast: Invite friends round to watch the opening ceremony on television and serve a feast of British delights: new season British lamb chops (easy to eat in fingers while watching telly!), regional sausages (every area of Britain has a particular speciality), Coronation Chicken (invented for the Queen's Coronation lunch in 1953 and still the quintessentially British summer celebratory dish), Eton Mess (the simplest pudding to do for lots of people: thick cream, crushed meringue and as many summer berries as you can find) and finishing with one of the 700 cheeses produced in Britain (yes, we produce more than in France!).

      Opening Ceremony commences on Friday 27th July 2012

    • Have a BBQ party with a sporting theme! Invite friends and their children for an Olympic BQQ. Organise fun sporty games for the children in the garden (shot put, javelin, 30 metre dash, long jump, relay and perhaps some silly games like apple bobbing or a sack race!). Celebrate with a delicious British BBQ: one of the 400 different types of regional sausages produced in Britain, many of which are named after the places they were originally made; honey-glazed British chicken wings and legs; marinated leg of British lamb; British beef burgers with spicy tomato relish; vegetable kebabs with courgettes, aubergines, tomatoes and peppers; roasted fennel and a salad of lettuce with new season peas, broad beans and green beans. And for pudding, that British classic – Summer Pudding filled with a rough n'tumble mix of summer berries and a large jug of double cream (ideally from a local dairy!).

    • Score a goal! Get into the competitive spirit! Use the time between now and British Food Fortnight 2012 to set a goal. You may want to learn how to buy with the seasons, learn how to cook, improve your diet.

    • And remember to decorate your house with Union Jack bunting!

    • For a guide to what's in season during British Food Fortnight 2012 click here.

    • For advice on buying different British foods, please use the following links:
      Beef - click here
      Lamb and Mutton - click here
      Chicken and Eggs - click here
      Pork, Bacon and Ham - click here
      Dairy - click here
      Fruit & Vegetables - click here

    • To make your British Food Fortnight 2012 shopping list see our Want to Buy British service to help you find British food in your local farm shop or supermarket. Click here.

    • Highlight British food in store. Highlight British produce with patriotic material. Create a display of British food and drink in a prominent place so that customers can see the produce available when they walk in.

    • Offer tastings of new or existing British products in your shop. In previous years some retailers have seen a 34% increase in sales and a 50% increase in sales of products offered for tastings - in 2012 this will be even higher!

    • The fortnight is expected to draw in as much revenue as Christmas (but without the snow!). Every day of British Food Fortnight will be equivalent to a weekend total!

    • With the eyes of the world upon us customer service is more important than ever! Concentrate on personality and knowledge. Make sure your staff know:
      • The food, beers and wines sold
      • The locations of each event, details about the torch relay and 'live sites'
      • Leading athletes
      • Tourist hotspots
      • The games programme of events
      • Transport details

    • Remember you are marketing for both an international and domestic market. 320,000 additional overseas visitors are expected to come to Britain in 2012 but there will also be 580,000 UK residents visiting London. Capitalise on the opportunity to capture new groups of customers but don't forget your locals!

    • Although it may be tempting to hike your prices during the fortnight all our advice suggests this is a huge mistake. Focus on quality and value and customers are likely to come back to your establishment.

    • Think about transport links during the fortnight and whether these will affect your business. A huge influx of people and changes to public transport mean journeys made by staff, customers, visitors, those delivering or collecting food and drink could be affected. See www.london2012.com/traveladviceforbusiness for advice, information and a toolkit to help you operate as smoothly as possible during the Games.

    • For more ideas on how to take part in British Food Fortnight see http://lovebritishfood.co.uk/blogcategory/retailers-and-caterers/
    • Give your customers an experience. Plan something unique and interactive for visitors, for instance include them in the cooking/presentation process of their meals.

    • Let visitors and locals experience the best Britain has to offer. Run a special's board during the fortnight focusing on British, seasonal produce.

    • Make your establishment stand out by offering themed events to customers and journalists during the fortnight. Some ideas include local ale tastings, cheese tastings, a BBQ masterclass etc

    • Start planning your activities now! Don't miss out on 2012 opportunities because you are focused on 2011 budgets. Media representatives are coming to film Britain Summer 2011 and all the visiting teams have already started to plan their schedules so put your thinking caps on and plan your promotions today!

    • The fortnight is expected to draw in as much revenue as Christmas (but without the snow!). Every day of British Food Fortnight will be equivalent to a weekend total!

    • Remember you are marketing for both an international and domestic market. 320,000 additional overseas visitors are expected to come to Britain in 2012 but there will also be 580,000 UK residents visiting London. Capitalise on the opportunity to capture new groups of customers but don't forget your locals!

    • Although it may be tempting to hike your prices during the fortnight all our advice suggests this is a huge mistake. Focus on quality and value and customers are likely to come back to your establishment.

    • With the eyes of the world upon us customer service is more important than ever! Concentrate on personality and knowledge. Make sure your staff know:
      • The food, beers and wines offered
      • The locations of each event, details about the torch relay and 'live sites'
      • Leading athletes
      • Tourist hotspots
      • The games programme of events
      • Transport details

    • Think outside the box. The timetable of The Games and the influx of people will change the peak hours of your business during the Fortnight. Some Olympic activities don’t finish until 11.50pm and customers could be roaming the streets into the early hours of the morning. Many councils are considering extended opening hours, for instance London's Westminster Council has granted more late licences to bars and restaurants in the 3 month window surrounding the 2012 Games. If you wish to take advantage of this it is important to start a dialogue with your authority now. For more advice see http://www.bighospitality.co.uk/In-the-Spotlight/Olympics/Olympics-start-dialogue-over-longer-hours-now.

    • Think about transport links during the fortnight and whether these will affect your business. A huge influx of people and changes to public transport mean journeys made by staff, customers, visitors, those delivering or collecting food and drink could be affected. See www.london2012.com/traveladviceforbusiness for advice, information and a toolkit to help you operate as smoothly as possible during the Games.

    • For more ideas on how to take part in British Food Fortnight see http://lovebritishfood.co.uk/blogcategory/retailers-and-caterers/
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