James Potter, a 34 year old poultry farmer from North Yorkshire, has been selected by PR guru Max Clifford as the ‘Face of British Food Fortnight 2010’.  He will feature on tens of thousands of ‘Love British Food’ posters that are displayed in shops, pubs, restaurants and schools during the national food promotion that takes place 18 September to 3 October 2010.

The organisers of British Food Fortnight teamed up with Farmers Weekly magazine to find the ‘face’ to front this year's national food promotion. The aim was to find someone who epitomises all that is best about this country’s delicious food and wonderful farming industry; a face that conveys wholesomeness, hard work, integrity, a sense of tradition, healthiness and a bright future. Over a hundred entries were received from ruddy-cheeked, 60-year-old farmers with sideburns; 21-year-old fresh faced agricultural college students; farmer's wives; and even young children.

A rather special judge helped to pick the winner - PR guru Max Clifford!  The agent-to-the-stars is a big supporter of British food and farming and gave the benefit of his huge public relations experience to select the face of British Food Fortnight 2010.

James Potter, was unveiled as the winner at British Food Fortnight's launch event in central London on 22nd April by Her Royal Highness The Duchess of Cornwall and the BBC’s Hairy Bikers chefs. 

Commenting on his choice, Max Clifford says: “James Potter is, in my opinion, the perfect person to be the Face of British Food Fortnight 2010 as his face has all the characteristics that I believe people would expect to be embodied in a farmer. A face full of charm, integrity and which exudes the outdoor life - a wonderful combination made even better by a huge smile. He’s got a face that both men and women will relate to in a positive way and, for me, is the ideal person to be the poster boy for British farming and food.”

Alexia Robinson, organiser of the event, says: “British Food Fortnight is now the biggest consumer promotion of this country's food and so needs a face to front it. Most advertising campaigns have a ‘face’ to front them whether it is Cheryl Cole promoting L’Oreal or David Beckham promoting Gillette. The best people to promote food are those who produce it, so we have searched far and wide for a farmer whose smile will encourage people to make a bigger effort to buy British. With Farmers Weekly and Max Clifford’s help, in James Potter we have found just the man! We are going to run this competition every year and it will be fascinating to see how the face evolves over time - young or old, man or woman, farmer or foodie...”

ENDS.

Notes to Editors:

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As his prize, James Potter received a £300 Great Inns of Britain gift voucher for a stay in one of the 22 independently owned, historic Great Inns across the UK where he will enjoy their award winning menus, using the freshest, regional produce and locally sourced ingredients.

• WHAT IS BRITISH FOOD FORTNIGHT? Running from 18th September to 3rd October and now in its ninth year, British Food Fortnight is the biggest national celebration of the diverse and delicious range of food that Britain produces. Hundreds of shops, pubs and restaurants take part every year with special menus and promotions as do councils, markets, hospitals, tourism attractions, hotels, youth hostels and many more. Last year even a zoo took part proving that animals too can eat British! It is also an established date on the school calendar with hundreds of schools using the event as an opportunity to teach children about food. In 2012 the dates of British Food Fortnight will change, for one year only, to run at the same time as the London Olympics.


• WHO IS JAMES POTTER? James Potter is the 34 year old Managing Director of Yorkshire Farmhouse Eggs, a family business based near Thirsk, North Yorkshire. He produces free range eggs and runs a local food distribution hub that enables small Yorkshire producers to supply the major multiples. When he joined the business the 300 acre family farm was dedicated to part arable and part free range egg production. Keen to make a mark, he immediately started marketing eggs directly and within two years secured accounts with two supermarkets supplying regional lines of free range eggs. Once a small niche market, free range eggs now account for over 70% of retail egg sales with a growing proportion marketed as local. In his desire to grow the business, James has been the leading force in the family’s decision to develop two further local free range egg businesses in East Sussex and Bedfordshire. He now supplies 700 superstores nationally and works directly with 60 local food suppliers. James is passionate about looking at ways to improve his business and travels to other countries to research alternate systems which he can learn from. His hobbies include rugby and mountain biking.


• WHO IS BEHIND BRITISH FOOD FORTNIGHT? British Food Fortnight is sponsored by Budgens, ARAMARK and the Department of Health’s 5 A DAY Just Eat More (fruit & veg) programme. It is supported by over 70 organisations led by Brakes, Country Markets, National Farmers’ Union, National Trust, Tenant Farmers Association, Young’s pubs and Youth Hostel Association.