British Food Fortnight 17th September – 2nd October 2011
“Sales on one day during British Food Fortnight were up £400. Sales on the first week were up £1,000! You’d be crazy not to get involved.”
Atul Sodha, owner of a Londis store in Uxbridge
- WHAT IS BRITISH FOOD FORTNIGHT? Running from 17th September to 2nd October and now in its tenth year, British Food Fortnight is the biggest national celebration of the diverse and delicious range of food that Britain produces. Every year over a thousand independents, many medium-sized retailers and some of the multiples take part, all enjoying the commercial benefits that participation brings.
- 10 YEARS OF SUCCESS IN THE RETAILER SECTOR: this year celebrates the 10th anniversary of British Food Fortnight. Organiser of the event, Alexia Robinson, comments: “Ten year's of British Food Fortnight have seen ten years of success for retailers. Shops from across the retail spectrum have taken part – independent butchers and greengrocers, farm shops, post offices, petrol forecourts, medium-sized chains and major supermarkets. All have consistently enjoyed sales increases, strengthened relationships with existing customers and attracted new ones, and confirmed British Food Fortnight is a proven profit opportunity.”
“But the greatest prize is still to come. The countdown to 2012 is upon us. And for retailers, the opportunity to seize a piece of the Olympic commercial cake with patriotic British food promotions is huge. British Food Fortnight is planning the biggest ever promotion of British food during the Olympics and this year's event is a rallying cry to everyone to start planning their promotions now!”
- NEW FOR 2011 – BECOME A MEMBER OF LOVE BRITISH FOOD!: to celebrate the event's 10th anniversary and in response to clamours from many of those taking part for year-round support, the organisers are giving retailers the opportunity to become a Love British Food member. Members will receive free advertising on the site, promotional material, member's certificate and logo and entry into a new annual award for those doing the most to promote British food. Membership packages for all sizes of organisation are available. See this link for details.
- COUNT DOWN TO THE OLYMPICS: this year's event signifies the countdown to 2012 when British Food Fortnight will run at the same time as the London Olympics (27 July to 12 August 2012). The aim is to stage the biggest showcase of British food the world has ever seen. The organisers are using this year's event to rally every food retailer in the country to start planning their promotions now, so they are ready to capitalise on the huge commercial opportunity that the Olympics provide. Key milestones for retailers to note:
- 17 Sept - 2 Oct 2011, this year's British Food Fortnight: use this year's British Food Fortnight to trial run your Olympic promotions. Tell the organisers what you are doing and win a weekend for two at a luxury hotel – email the organisers with photos and videos of your promotions.
- December 2011: register for your Love British Food 2012 pack. Reserve yours at www.lovebritishfood.co.uk.
- March 2012: Love British Food 2012 promotional packs available.
- 27 July - 12 August 2012: Biggest ever promotion of British food during the Olympics!
- WHY SHOULD RETAILERS TAKE PART? Retail promotions during previous British Food Fortnights have proved that the event has a serious impact on sales:
- Retailers taking part increase sales by up to 34% per store as a direct result of the event.
- 25% increase in footfall in participating outlets during the event.
- Sales of British food increase by up to £2,000 per store during the Fortnight.1
Commenting on the sales increases he has enjoyed, Jonathan James, owner of Spar and Budgens stores in Cambridgeshire and Norfolk, says: “You really need to get behind British Food Fortnight. The customers love it and it's a superb platform for media coverage.” Peter Heanen, who owns independent butcher HG Walter comments: “We can't rely on labels alone to promote British produce instore. Campaigns like British Food Fortnight are essential to explaining to the consumer why they should buy British food.” And in Budgens Fakenham, owners Brett and Maria Corder, have found the event a winner in driving sales, reporting: “We normally sell about 12 packets of local sausages a week but during the first two hours of our British Food Fortnight tasting we sold eight packets and then doubled the sales that week!”
And it is not just small and medium sized retailers that benefit. Last year, Harrods transformed its famous Food Halls into a haven for British producers especially for British Food Fortnight. And even the American-owned Whole Foods Market took part!
- WHERE CAN RETAILERS GET MORE INFORMATION? All the resources retailers need to take part are on the event's website www.lovebritishfood.co.uk that is a one-stop-shop of advice not just for the Fortnight but on everything retailers need to make British food a commercial success in their stores: advice on sourcing, supplier contacts, sales promotion case studies, advice on promoting your business in the media and regional media contacts. All editions of the event's ‘British Food’ series of publications for retailers are downloadable from the site: ‘Hot Tips for Maximising Sales’; ‘Retail & Catering Case Studies’; and ‘British Food - The Basics’ Plus: ‘Love British Food - it's British Food Fortnight!’ point of sale material: downloadable shelf barkers and stickers; ideas for working with schools and inspiring examples of retailers already doing so. A guide to taking part in this year's event is available with an A3 ‘Love British Food’ poster. To order your copy email
, Tel: 020 7840 9292 or download from www.lovebritishfood.co.uk.
- WHO IS BEHIND IT? British Food Fortnight is sponsored by ARAMARK and is supported by a large family of over 70 organisations led by 3663, Brakes, Mitchells & Butlers, QHotels, Quality British Turkey and Sodexo.
Notes to Editors:
1 Sales figures from promotions run by independent stores during British Food Fortnight.
For further press information and photography, please contact
Alexia or Danielle
T: 020 7840 9292. E:
Additional information provided:
- How retailers can take part in British Food Fortnight
- How retailers can work with schools during British Food Fortnight
Additional information provided:
How retailers can take part in British Food Fortnight
- Increase your stock of British food. British Food Fortnight is a good time to launch new products. 84% of new lines of food and drink stocked for British Food Fortnight promotions are retained afterwards.
- Highlight British food in-store with POS material using the British Food Fortnight logo or the Union Jack. Decorate your establishment with bunting and display the British Food Fortnight poster (available from the Event Office).
- Offer tastings to promote British food and invite producers into your shop to talk to customers. Sales of products offered for tastings increase by over 50% during the event.
- Follow the ‘Hot Tips on maximising sales’ advice on www.lovebritishfood.co.uk
- Tell the organisers of British Food Fortnight what you are organising. To have your shop listed on the website and included in information to the media, please contact the Event Office on E:
T: 020 7840 9292
How retailers can work with schools during British Food Fortnight
Retailers are invited to offer children the opportunity to try the delicious range of foods produced in Britain. This can also be an effective way of encouraging their parents to shop in the store!
- Host a class visit in your shop: the theme of this year's British Food Fortnight school activities is teaching children how to shop beyond the sweet-shelves. Give children a tour of your shop explaining where food comes from. Send them home with a shopping list of healthy lunch box recommendations to give to their parents.
- Give a talk in your local school: food can be incorporated into most curriculum subjects. For example, for Primary school children: take in boxes of food and ask children to name the fruit or vegetable, different types of cheese etc. and guess the number of food miles; for Secondary school children: give them advice on making their snacks more healthy and interesting; tell them the history of food production and retail in your area; or discuss the economics of running a food shop.
- Help set up a fresh food tuck shop in your local school: you supply the food; the school runs the shop!
- Run a competition for children: competitions are always a success. Butchers: design a burger recipe that will be sold in your shop. Greengrocers: create point-of-sale signs showing the food miles of different produce. General stores: ‘Did you know’ Q&A where children have to go round the shop to find the answers. Give cinema tickets or DVD vouchers to the winner.
- Donate ingredients for school cookery lessons: all schools are invited to teach children how to cook during British Food Fortnight. Donating ingredients will provide a valuable service to your community and will win customer loyalty from parents.
- Think about children when planning your sales promotions: child-friendly promotions will encourage parents to visit your store. Some shops have invited a cow to their cheese tastings and staff in urban shops have dressed up in cow costumes!
Young people of today are your customers of tomorrow.
So play a part in teaching them about food!