It's harvest time and there is no better opportunity to champion British food
Cathy Amos, Head of Customer Marketing, Brakes
Brakes is one of Love British Food's longest standing Official Partners. They run lots of promotions during British Food Fortnight every year. Cathy Amos, their Head of Customer Marketing, writes about why it is important to them.
Brakes has been a supporter of Love British Food for many years and sits on the national committee that provides ideas and support for our great British suppliers and producers. It is proud to support the British food industry and I am personally delighted to have taken on an ambassadorial role with Love British Food this year.
British provenance has been important to Brakes, and its customers, for a good many years and there is now a "balanced" approach. The majority of mid-level customers want high quality, in season, products at a great price and, whilst operators at a more premium level also want this, they place greater focus on locally sourced, as opposed to generic, British produce, and make this a USP of their menu, regardless of the cuisine type.
There are many reasons for buying British, but the level of focus placed upon it very much depends on the individual operator's brand credentials and what's important to them with regard to their offer and identity. For example, those who are more ecologically driven will focus on food miles and supporting the local community, whereas for high end chefs it’s all about sourcing great tasting, freshly harvested, in-season produce.
British Food Fortnight itself falls at a time of the year when the harvest has just been gathered so home-grown produce is at its best, most abundant and, more often than not, most competitively priced. And seasonal menu cycles that play to the strengths of British produce are really easy to create - if you have a stew for lunch, you can incorporate the same vegetables in the soup of the day and use dry spices to vary the flavour.
It’s also important for operators to consider their customer’s perspective on provenance. Many consumers want to know that their money is staying in their local area/county/country and provenance also helps connect them with the produce they purchase. Many associate animal welfare, quality, and flavour with British provenance, even though they do not necessarily go hand-in-hand, and this has made provenance increasingly critical, particularly when it comes to meat and poultry.
Most Brakes customers will put quality first, but if it can be British too then calling out the variety or location of a dish on the menu is a great idea. Showcasing specific ingredients that are central to the menu, especially via their website or social media is another good way of doing this. Another great method of conveying provenance and accountability to customers is to build a story around the meat or poultry involved. Whether that’s around the location it’s sourced from, the product’s accreditations, or the breed of the animal. This story will both reassure and educate customers, engage them with the product, and allow the operator to sell food with a conscience.
The UK eating out market is shaped by a number of trends: healthier eating, indulgence, informality, premiumisation, provenance and value scrutiny. These six trends create the framework for all other trends. Some of them appear contradictory, such as healthier eating vs indulgence and informality vs premiumisation, so operators must strike a balance between the trends and find the right mix for their customers. To help them achieve this, Brakes has a stack of great ideas, recipes, resources, and practical ideas for getting the most from British food. You can find them all in one place here:
www.brake.co.uk/inspirational-food/menu-ideas/love-british-food
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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. 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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.
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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.
