How Your Restaurant Can Celebrate Provenance in Meaningful Ways
As a Stakeholder and supporter of Love British Food, The Sustainable Restaurant Association shares insights into why the provenance of our food matters and how restaurants can celebrate the best of British food.
It’s hard to deny that sharing the provenance of your ingredients is a valuable marketing tool. When customers can connect with the story behind their meal, both their dining experience and your brand become more memorable. But – beyond meeting consumer demand – what role does provenance really play in your restaurant’s sustainability work?
The benefits of local food
At The SRA, our mission is to drive positive change by building a hospitality sector that is socially progressive and environmentally restorative. As part of this, we encourage businesses to choose products that are fully traceable and suppliers who actively work to protect the environment and uphold human rights across the entire supply chain.
There is a wealth of benefits associated with building short, local supply chains. These are far more resilient than more complex global chains, which are more vulnerable to issues like climate shocks, pandemics or international conflicts.
Buying local food also supports small-scale agriculture, keeps more money in the local economy and helps your business put down deeper roots in its community. Without long journeys or weeks of refrigeration, it also often means that you’re getting fresh, in-season produce when it’s at its absolute best – and often at a more reasonable price. Read on for some advice on how to celebrate provenance in your kitchen operations and on your menus.
How your kitchen can celebrate provenance
Making provenance one of your core values means demonstrating your commitment to sustainable, traceable and ethical sourcing across every aspect of your business. Here are some ways that your kitchen team can bring provenance to the forefront.
- Choose local farmers and suppliers where possible. Build stronger relationships with your suppliers and have conversations about their values and practices. Re-evaluating your supply chain to bring provenance and traceability to the forefront won’t happen overnight, but can have a huge and lasting impact.
- Consider more than food miles when you think about carbon. Of course foods grown closer to home will have lower travel-related emissions, but consider production methods, too; for foods with high emissions – such as beef – distance travelled will contribute a relatively small proportion of the carbon footprint. The energy used in production matters, too. For example, tomatoes grown in heated greenhouses in the UK may actually have a higher footprint than those imported from countries where they can ripen in the sunshine – even when you take the extra transport into account.
- Go further than carbon: in what other ways does the production of each food affect the environment? Is that farmer using regenerative farming methods that nourish the soil and protect natural ecosystems? Was this fish caught from over-exploited stocks? Does this pork come from a happy, healthy, outdoor-reared pig?
- Explore what food heritage means to your business, then use this as a way to let provenance shine through. For a pub, this might mean reinventing comfort food dishes once traditional in your area; for an Indian restaurant, maybe it’s recreating classic Goan dishes using local British ingredients.
- Make sure everyone across your supply chain is treated fairly. This gets trickier for ingredients that must be sourced from further afield, like citrus fruits, coffee or chocolate. In these cases, look for those certified by reputable international bodies like Fairtrade or MSC to ensure sustainable sourcing and fair treatment of farmers, fishers and growers.
- Make use of a diverse range of ingredients; think heritage breeds, ancient grains and unusual varieties of fruit and vegetables. Supporting farmers who work with less common species can be a fantastic way to showcase your area’s food heritage, while also building better biodiversity and stronger ecosystems.
- Waste less food. A kitchen that works under a zero waste ethos is one that truly honours the resources and hard work that are required to produce every bite of food – a true celebration of provenance.
How to share provenance on your menu
The more you can share of the stories behind your ingredients and dishes, the better. Not only are customers hungry for this information, but celebrating provenance encourages a greater understanding of food’s origins and the impact behind every one of our food choices. (It’s also a way to communicate quality and attention to detail, helping to justify a higher price point!) Here are some ways you can bring provenance to life for your customers.
- Where possible, focus on primary producers – the origins of your ingredients – rather than the suppliers through which they came to you.
- Include all your menus. Putting provenance on your breakfast, lunch, dessert and even drinks menus is just as important as doing it on your à la carte.
- Add producer information to each of your menu descriptions, or consider a separate provenance statement.
- Don’t be afraid to get creative! You could use blackboards or sandwich boards, a card on each table, a QR code that connects to a page on your website, or simply the front page of your menu. Visuals can really bring it to life: could you include photos of your producers, or a map showing where your food comes from?
- Make sure your front-of-house team is confident in communicating not just the stories behind your dishes, but also why this matters. Why not organise staff visits to the farms that supply your business? This can be very effective at deepening their connection to the food and giving them the language they need to talk to customers.
- Consider taking the Food Made Good Standard – the only global sustainability accreditation that’s designed especially for the industry, and a great way to share your sustainability work and attention to provenance with your customers, staff and stakeholders.
British Food Fortnight – 20th September – 6th October 2024
The leading national celebration of British food takes place again this Autumn, a chance for all the UK to get involved, join in the celebrations and support British Food Fortnight.
Work more closely with your suppliers, highlighting existing British ingredients on your menus, trialling new ingredients, or creating dishes for menus showcasing local producers.
Interested in learning more about the Food Made Good Standard? Find out how it all works here or drop us a line at standard@thesra.org with any questions.
Share:
You may also be interested in...
I’m lucky to have 30 years across the ‘One Health’ spectrum from soil & livestock as a farm Vet previously, to food systems & health, in my current role as a Public Health Nutritionist! It was so inspiring in July to join other health practitioners, farmers, policy-makers and food providers and speak at Groundswell, our UK regenerative farming festival.
Launched in May, Love British Food’s podcast Get Seasonal is continuing to voice the importance of generating greater demand for UK produce with the release of its second summer edition. Made by chefs for chefs, the podcast aims to highlight the importance of supporting British produce within the food service and hospitality industries and promotes sustainable, British-sourced produce. This episode, hosted by Ian Nottage, head of food development at Fresh Direct, and Graeme Collie, executive chef at King’s College London, features two new guests and one returning. They discuss more about the importance of seasonality in our British menus and how we can maximise the ingredients we have on our doorsteps. The first guest is Jon Hammond, a fourth-generation farmer from Hammonds farm in Nottinghamshire, highlighting challenges faced by British farmers. He discusses climate concerns, and the balance needed between soil health and sustainability with larger scale operations to meet consumer demands. Lecturer and game expert, Jose Souto, from Westminster Kingsway College, talks about the myths surrounding wild meats. He explains that each variety has different sustainable and ethical implications, as well as requiring distinct handling and preparation methods when it comes to maintaining flavour and quality. Colin Wheeler James, founder of the Ground Up Cookery School, returns by popular demand to share his insights into creative uses of foraged ingredients. His segment focuses on pairing them with game, and highlights the sustainability benefits of using local, seasonal, and wild ingredients. The key takeaway is clear - we should celebrate the best of British produce when it is fresh and in-season. For anyone looking to expand their culinary horizons, the Love British Food Get Seasonal podcast is available now on all major platforms, including Spotify, iTunes, or listen on the Love British Food website.
Courteenhall Estate, a model of regenerative farming nestled in the rolling countryside of South Northamptonshire, provided a stunning backdrop for Love British Food’s tenth on-farm training day. The Estate’s rich heritage is married to a compelling story of innovation, stewardship and sustainability which perfectly aligned with the purpose of the visit – to connect changemakers across the public sector with the people and places behind the food they serve. The training day brought together over 20 professionals working across schools, hospitals, universities, care homes, local authorities and the supply chain. All united by the shared goal of putting more British produce on the menu in public sector settings. From the outset, the day cultivated open conversation, collaborative thinking, and a renewed sense of purpose for everyone present. A thriving example of sustainable British farming Hosted by Dr Johnny Wake, British Farming Awards’ Sustainable Farmer of the Year 2024, the event offered attendees a first-hand view of nature-friendly farming in action. Johnny, returned to run the 350-year-old family estate after a career in medicine. Bring his expert insight on health and applying it to how food is produced in the healthiest way while benefiting the environment. Over more than a decade, he has transformed Courteenhall into a shining example of regenerative agriculture. Under his guidance, the Estate has diversified from traditional arable to a mixed farm that has introduced combinable crops such as cereals, oilseeds and pulses as part of the rotation to build soil health. Livestock have been reintroduced including the heritage breed of Hereford cattle. This hardy herd are Reared to Pasture for Life standards by grazing the ancient parkland throughout the year. This benefits biodiversity, sequesters carbon, supports human health and animal welfare. The landscape itself told a story – lush wildflower strips including rare orchids, cover crops, and vibrant hedgerows served to evidence of the farm’s commitment to biodiversity, carbon capture, and soil health. Visitors saw sustainability in action; as an operational ethos rooted in both legacy and future-thinking. Connecting sectors, sharing solutions Love British Food’s changemaker events are never passive learning days – they are spaces for people working in public sector catering to forge connections, share challenges, and co-create solutions. Over a lunch of seasonal British produce, delegates engaged in practical discussions around procurement barriers, seasonal menu planning, and leveraging local supply chains. Examples shared on the day illustrated what success looks like in action: Nottingham County Council’s County Enterprise Foods radically restructured its supply chain to source 100% fresh local produce Milton Keynes University Hospital reported cost savings through working with a local butcher An NHS Trust restructured its tendering process to accommodate a regional dairy supplier NHS caterer reported move from per-patient budgets to fortnightly budgets to deliver savings Schools using regional wholesalers for fresh vegetables and meat Local dairy farm supplied ice cream to hospital, improving nutritional value North Shropshire hospital sourcing beef from a local farm and putting it on their menu once a month These stories demonstrated how policy shifts, procurement language, and courageous leadership can unlock opportunities for British producers. As one attendee put it, “Today has shown how much positive impact you can have through small but meaningful changes. Shouting about what you’re already doing, telling the story – it becomes part of your customer experience.” The power of networks With Courteenhall marking the tenth farm visit, Love British Food’s training programme has now created a nationwide network of over 200 changemakers. These are individuals return to their institutions empowered and equipped to push for incremental but impactful shifts in sourcing policy. Founder Alexia Robinson described the importance of this network: “Each of our changemakers leaves with a deeper understanding of how the food we eat is produced, and why that matters for sustainability, nutrition, and local economies. Their collective impact is immense – British food becomes not just a procurement choice, but a values-led statement.” This growing network is already delivering on that promise, advocating for systemic change in the way public institutions think about food. Attendees discussed how procurement frameworks can be rewritten to prioritise sustainability, how stories from farms can help meet Ofsted and CQC objectives, and how even minor shifts in menus can support the broader goal of a healthy, sustainable food system. From vision to action The event closed with a strong sense of optimism and forward motion. As delegates prepared to return to their respective organisations, the mood was one of resolve. The visit had reaffirmed the link between food, land, health, and sustainability. Most importantly, it had sparked ideas for how to turn knowledge into action. Love British Food’s farm training visits are not just about showcasing British farming, they are about cultivating a movement. They remind us that changing our food system is not about one big leap, but about many people making small, meaningful steps, together. As one changemaker concluded: “Whether it’s choosing a local butcher, sourcing seasonal veg, or championing British produce in a school lunch, it all adds up. That’s the power of this programme. It gives us the knowledge and the network to make it happen.” As out host farmer, Johnny spoke of the impact the day and how it changed his perception: “I now have a much better understanding of the multiple challenges in public sector catering. While sweeping reform won’t happen overnight, small, strategic changes will deliver long-term improvements to public health and our environment.” Quotes from the day: "Change needs to be accessible and actionable. Today has shown how much positive impact you can have through small but meaningful changes." “We urgently need to dispel the myth that fresh, British produce is more expensive – when considered in a wider social and economic context.” “We need to make food a priority in the NHS. Too often the focus in hospital is on cure rather than prevention.” “The programme provides a vital opportunity to see the work that British farmers put into producing food” “We need to make food a priority in the NHS. Too often the focus in hospital is on cure rather than prevention.” “Shout about what you are already doing, tell the stories so it becomes part of your organisation and your customer experience” “I am hugely grateful to Johnny for hosting and sharing how regenerative farming contributes to British food production.” “Johnny was such an outstanding host, with a wealth of knowledge to share and a keen interest in the intricacies of public sector procurement.” Caterers, Dieticians, Procurement Leads and Board Members are all invited to attend our farm visits. Each visit runs from approx. 11am – 3pm and involves a farm tour followed by working lunch and discussion on opportunities and challenges. Anyone interested in attending a future farm visit and joining our cohort of changemakers should contact: info@lovebritishfood.co.uk
Love British Food has hosted its tenth on-farm training event for public sector food professionals at Courteenhall Estate, expanding the number of change makers to 214 people, all inspired to champion British produce.
By Philip Rayner, Managing Director, Glebe Farm Foods Sustainability is more than a principle for us - it’s the foundation of how we grow, produce, and package every product in our PureOaty range at Glebe Farm. From our oat fields in Cambridgeshire to our energy-efficient production line just metres away, every step of the journey is designed to reduce emissions, support biodiversity, and strengthen the British farming community. Homegrown in Cambridgeshire All of our oats are sown, grown, and milled in Cambridgeshire. Spanning 100,000 acres, our family farm works with a trusted network of local farmers within a 70-mile radius. This hyper-local supply chain keeps food miles low and helps reduce transport-related emissions while also ensuring traceability and quality from farm to table. By supporting local farmers, we’re investing in our local economy and creating a resilient, British-first supply model, something we believe is critical in this ever-evolving food landscape.
Love British Food announces the launch of its new podcast for chefs, Get Seasonal.
Love British Food announces its tenth on-farm training event for public sector food professionals, showcasing how sustainable British produce can enhance nutrition, meet procurement standards, and support local economies. Taking place on Tuesday 10 June at Courteenhall Estate in Northamptonshire, the event is being hosted by the British Farming Awards Sustainable Farmer of 2024, Dr Johnny Wake. Dr. Wake left a career in medicine to focus on transforming his family farm into a leading example of regenerative farming. He will guide a tour of the Estate, showcasing the sustainable practices shaping British agriculture. Delegates can expect practical insights and an opportunity to share learning with their peers, as Dr Wake explores the vital relationships in the food chain and their link to student / patient wellbeing. From sustainably managing land to produce low-impact, nutritious food, to the positive outcomes this has for health – both for people and the environment. “We’re looking forward to welcoming Love British Food to Courteenhall,” says Dr Wake. “We’re keen to promote healthy eating and a connection with food and where it comes from by providing tangible example of how responsible land stewardship, sustainability, and holistic living can be seamlessly integrated into daily life.” With the upcoming Government Buying Standards for public sector procurement, this unique training day offers a timely opportunity to learn how to align with policies that prioritise nutritious, sustainably farmed British food—driving economic growth and supporting public health. The event will also introduce the new partnership between Love British Food and Food for Life, aimed at promoting good food in schools, hospitals and care settings. This visit is part of Love British Food’s national programme promoting British food within the public sector. After successfully completing nine farm visits, this tenth event will inspire even more caterers to champion locally sourced, environmentally sustainable, and nutritionally superior food. Alexia Robinson, Love British Food Founder, says: “Simply put, food grown in a way that Johnny advocates for, not only enhances the environment it is often more nutritious. It plays a vital role in helping students thrive, patients recover, and our local communities and economies to flourish.” Learn more about Love British Food’s farm visit programme here: Farm Visits for Caterers Event notes: Cost including farm tour, lunch, and training materials: £50 for NACC and TUCO members £95 for non-members How to book: NACC members: Email Neel.Radia@thenacc.co.uk TUCO members: Email Sarah.McLoughlin@tuco.ac.uk Or online at https://www.tuco.ac.uk/academy/professional-development/development-day/love-british-food-training-day Other organisations: Email alexiarobinson@lovebritishfood.co.uk Location details: Courteenhall Estate, Northamptonshire, NN7 2QD Visit the Courteenhall Estate Website Agenda: 10.30am - Arrival with tea/coffee and introductions 11.00am - Guided farm tour led by Dr Johnny Wake, showcasing regenerative farming practices 1.00pm - Working lunch and group discussion covering: Building robust, local supply chains How sustainable food supports net zero goals Improving nutrition and health outcomes Menu planning around seasonal produce Managing cost challenges Community benefits of sourcing British Love British Food's national programme of farm visits and support 3.00pm - Closing remarks (the day will conclude by 3.30pm) Listen: Dr Wake, recently appeared on BBC Radio 4 discussing the future of food and farming. Listen to his interview here: BBC Radio 4 Interview
A new commitment to British food and farming was unveiled at the University of Warwick today as the Love British Food Pledge made its debut at the prestigious TUCO Competitions Event. Co-created by Tim Radcliffe , NHS England and Alexia Robinson , Founder of Love British Food, the initiative calls on industry leaders, influencers, and media to publicly pledge their support for homegrown food and farming. At the heart of the launch is a Pledge Board , inviting attendees to physically sign their commitment to the principles of the Pledge. The Pledge outlines core commitments: We, the undersigned, proudly commit to supporting and promoting British food and farming. Together, we pledge to: Champion British Produce - Prioritise the sourcing, supply, and promotion of British-grown and British-made food wherever possible. - Highlight the quality, sustainability, and heritage of British produce in all aspects of our work. Support British Farmers, Producers and Manufacturers - Build strong, fair, and transparent relationships with British farmers, growers, producers and manufacturers. - Encourage investment in British agriculture by promoting its importance to local economies and communities. Promote Sustainability and Seasonality - Advocate for sustainable farming and production practices that protect our countryside and environment. - Celebrate the seasonality of British food, reducing food miles and minimising waste Inspire Consumers to Choose British - Educate and inspire customers and communities about the benefits of choosing British food. - Create opportunities to showcase the diversity and excellence of British food and drink through menus, events, and campaigns. Work Together for a Stronger Future - Collaborate with like-minded organisations and businesses to strengthen British food’s presence locally and globally. - Advocate for policies that support the growth and success of British agriculture and food production. - By signing this pledge, we affirm our commitment to the values of Love British Food, to ensure a thriving future for British food, farming, and communities. Love British Food’s Alexia Robinson commented: “British food is the backbone of our nation’s health, economy, and identity. This Pledge gives people across our industry a powerful way to show their support and drive real change in sourcing, sustainability and education,” NHS England’s Tim Radcliffe added: “We believe this initiative will energise the sector and create a ripple effect - encouraging public services, retailers, and the wider food industry to source British and support our farmers.” Graeme Collie, TUCO concluded: “We were delighted to launch the Love British Food Pledge at the TUCO Competitions event today and I'm sure the TUCO members will continue to support the Pledge this year. Many TUCO members were keen to commit to the pledge and show their support to British food and farming.” Following its launch at TUCO, the Love British Food Pledge will feature at major sector events throughout the year, including the LACA Main Event in July, as well as the NACC and HCA annual events. This campaign comes at a pivotal time for British food production, as consumers and caterers alike demand greater transparency, sustainability, and local provenance in their food choices.
