British Food Fortnight
17th September – 2nd October 2011
The tenth British Food Fortnight that took place from 17th September to 2nd October celebrated ten years of success for the national food promotion. It defied the recession with sales increases reported by the hundreds of shops, pubs and restaurants that took part and names as big as ARAMARK, BHS, John Lewis, Harrods, St Paul's Cathedral, St Pancras International train station and X Factor's Dermott O'Leary's restaurants all flying the flag for British food. It also fired the starting gun for the Love British Food 2012 celebrations that are planned during the Olympics.
Highlights included:
- Millions enjoy the best of British food…this year's British Food Fortnight reached an unprecedented number of the public. Thousands of events were held with food festivals in more than half the English counties; healthy eating activities in 20 universities; foraging walks, food trails and fungi forays; an ‘EU Protected Foods of Britain’ promotion in Harrods; a Harvest Swap Shop in St. Paul's Cathedral; a food and drink festival throughout St. Pancras International train station; fruit and vegetable shows; a Mad Hatter's Tea Party; a British Food Fortnight flash mob at Bury St Edmunds shopping centre organised by Hillfarm Oil; BHS stores across the UK shouting British food is best; free recipe books handed out in the North West featuring dishes cooked during the Industrial Revolution; special British Food Fortnight cupcakes in Top Shop and Selfridges; a ‘Piggy Sunday Tour’ promoting British pork; a purple British food challenge in 96 care homes for the elderly and even a British menu for animals in a zoo!
“BHS were proud to be involved in British Food Fortnight. We celebrated the event in store, online and with daily British food promotional offers with a national newspaper. BHS are delighted with the event and we will continue to build on this in our Food marketing strategy going forward”.
Louise Taylor, Head of Marketing, BHS
- British food promotions defy the recession …hundreds of independent shops, pubs and restaurants took part, joining ten of the largest food service organisations led by ARAMARK, seven major pub groups led by Taylor Walker and Mitchells & Butlers and the major hotel group, QHotels, all celebrating British food on the menu and shop-shelves. The public sector too supported the event en masse with major hospitals, school catering services and even the Cabinet Office offering special menus. And politicians were given a nudge to support British with British Food Fortnight promotions at the Conservative Party Conference in Manchester.
“Even in the tough economic times, its great to see that our customers still value buying British, in fact, I think they see it as even more important.”
Val Carter, Corporate Responsibility Director, ARAMARK
“With a combination of our shop's anniversary and British Food Fortnight, takings were up 30-40% even with a 10% discount on everything.”
Clare Mackenney, Complete Meats shop
“British Food Fortnight increases business by 12 -15%, but the real gain is the new customers it brings in and the opportunity to reinforce our quality food message.”
Geoff Holland, Owner of Holly Bush Inn
“Retailers involved in St Pancras's British Food Fortnight festival found it a huge success. The Tea Tasting at Rituals noticed an increase in sales and the Cider and Oysters event at The Betjeman Arms sold out of oysters.”
Ricky Phull, St Pancras International Train Station Marketing
- Students get a fresh start as universities enjoy the celebrations: British Food Fortnight coincided with university Freshers’ Fairs where students are the forgotten generation in the food debate. More than 20 universities across Britain rose to the challenge with British Food Fortnight promotions in student cafes and canteens; and stalls at Freshers’ Fairs promoting the healthy benefits of British seasonal food.
Students really engaged with our ‘A Taste of Great Britain’ menu, particularly international students who enjoy this taste of Britain. It is interesting and a bit different for them. We’re already looking forward to taking part again next year!”
Kate Concah, Sales and Marketing Co-ordinator for Event Exeter at the University of Exeter
- On your marks, get set, go! This was the final test event for 2012 when British Food Fortnight will run at the same time as the London Olympics under the banner Love British Food 2012. Shops, pubs and restaurants have responded to the challenge by trial running patriotic British food promotions in preparation for welcoming the world to Britain. Family Feasts bringing the Olympic spirit to the most deprived areas of Britain, a very special 2012 school competition and ‘Love British Food’ promotions are all planned for next year.
“In 2012, Britain will be hosting the Olympics for the first time since 1948, and the world will be looking at what we do, and how we do it. Thankfully, it's coming at a really great moment for British food. I'm happy to say we've never been more ready or able to impress. We've got fantastic food here in Britain and it's time we celebrated it, especially as we'll have the eyes of the world on us in 2012.”
Jamie Oliver in Jamie's Great Britain cookbook
Alexia Robinson, organiser of the event, says: “This year's event defied the recession and proved that even in the toughest of times the public will rally behind British food if they are given a reason to. We now look ahead to 2012 when, with the Olympics, we have the opportunity of a lifetime to show-off the best of British food to the world. Just like an Olympic athlete we have just nine months to prepare and go for gold on menus and shop-shelves. Come on Britain, pennies may be tight but get ready to fly the Union Jack for Britain on your plates as well as on your bunting!”
And looking ahead to the Olympic plans, Ruth Mackenzie, Director of the London 2012 Festival that is being organised by the London Organising Committee for the Olympic Games (LOCOG), comments: “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.”
British Food Fortnight 2011 was sponsored by ARAMARK, the leading food service partner, and supported by a large family of over 70 organisations led by 3663, Brakes, Mitchells & Butlers, NFU, QHotels, Quality British Turkey, Sodexo and Taylor Walker.
Next year British Food Fortnight takes place under the banner Love British Food 2012 and runs from 27th July to 12th August. For further information see www.lovebritishfood.co.uk
ENDS
Notes to Editors:
- For further media information and photography, please contact Alexia or Danielle in the Event Office on T: 020 7840 9292. E:
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- What people said about this year's British Food Fortnight:
“The Fortnight gives a boost to British suppliers and helps eating out establishments to promote the local and regional produce on their menus”
James Armitage, Marketing Director, Brakes Group
“We wanted to give the Fortnight a slight twist so we challenged our catering staff to prepare meals that were purple which is the colour of Anchor Homes’ new brand! We always cook meals made from fresh, seasonal ingredients as they are not only popular with our residents but it aids their physical and mental wellbeing. This is the fifth year that Anchor has taken part in British Food Fortnight.”
Richard Herne, Catering Manager, Anchor Homes, the largest provider of care homes
“QHotels was delighted to be the first major hotel group to become an official partner of ‘Love British Food’ and participating in this year's British Food Fortnight has been a resounding success. Each of our 21 hotels prepared and served up some mouth-watering local dishes. And it doesn’t just stop because British Food Fortnight has ended. We intend to go on selecting, cooking and serving our guests with the excellent and diverse range of local produce available across the UK throughout the year.”
Paul Bayliss MBE, part of the QHotels’ Food and Beverage steering group and Hotel Manager at The Midland in Manchester
“Our partnership with British Food Fortnight has been a brilliant bit of activity to be involved in. Our guests have really embraced celebrating all that is British over the Fortnight and we've seen a huge take up of our iconic British dishes such as Fish & Chips, Pie & Mash and Roast dinners.”
Sorrel Ward, Concept Manager, Taylor Walker Pubs
“Our British Food Fortnight menu has added an extra element of enjoyment to the lunch time of our staff and visitors. We've had a wonderful response!”
Yvonne Widdows, Senior Site Services Manager at Blackpool Teaching Hospitals NHS Foundation Trust
“It's the first time we've got involved with British Food Fortnight and the benefits for us were threefold. We had a great excuse to decorate the shop with British Food Fortnight regalia creating an eye-catching change. We were able to offer our customers a break from the normal shopping experience with free tasters and special prices. And we significantly increased sales of the products we featured, from simple lettuce to specialist ranges. All in all BFF 2011 has been a resounding success and we’re looking forward to getting involved again in 2012!”
Geoff Rigby, Windy Arbour Farm Shop
“We ran a tasting event for our local school and the head teacher was so pleased with how everything went that she asked us to make it an annual event. We've had an amazing response from our local and specialist suppliers who are all keen to add the event to their annual calendar too!”
Lynette Knight, Knight's Budgens of Hassocks
“We successfully ran a loyalty scheme to coincide with British Food Fortnight encouraging diners to buy British food throughout the two weeks, which generated a sale uplift of 12.5% across our sites.”
Paul Bates, Managing Director, Talkington Bates, contract caterers
“British Food Fortnight is the perfect platform for testing the water. With the London Olympics round the corner, cost sector caterers have the opportunity to trial run menus and prepare to show visitors what Britain has to offer. Organisers suggest contacting suppliers to ask whether products are British, and adapting existing menus or creating a specials board focusing on British produce.”
Duncan Marsh, General Manager for Bernard Matthews Foodservice
“We are really pleased to be supporting British Food Fortnight which helps promote British produce and highlights the use of our locally sourced ingredients. Shropshire primary school pupils enjoyed the change to their normal menu while learning about the benefits of buying British food.”
Martin Taylor-Smith, Shropshire Council's Cabinet member for the school meals service
“The Love British Food posters really brighten up my food room. British Food Fortnight is a great event!”
Sara Kinsey, Teacher at Bradon Forest School, Swindon
“91 garden centres in our group took part in British Food Fortnight. The garden centre restaurants all had a special seasonal menu and staff handed out free recipe leaflets to encourage customers to try and recreate the dishes in their own homes. The event was very successful and an excellent way to highlight our ongoing support for British farmers.”
Lorrie Robertson, Marketing Director for The Garden Centre Group
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