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Love British Food has unveiled ambitious plans for its 25th anniversary to unite the supply chain and champion seasonal diversity and sustainable home-grown produce.
A dedicated programme of activity builds momentum towards the biggest national celebration of British food on the calendar - British Food Fortnight, which runs from 26 September to 11 October 2026.
Love British Food founder, Alexia Robinson urges everyone in the industry, from chefs and hospitality operators to retailers, brands and producers to get involved this year and help build on the initiative’s previous achievements.
“Over 25 years we’ve built a dynamic community who share our commitment to forge connections across the supply chain by sourcing, serving and selling British produce. Throughout 2026 we are continuing our mission to inspire, enable, and support the industry to Love British Food.
“This year presents an exciting commercial opportunity for businesses to engage and champion British food to consumers. We have a formidable story and one with a proven track record of significantly increasing sales through British Food Fortnight promotional activity across menus and in-store.
“Through sampling, meet-the-producer events and special offers, businesses can directly benefit from tapping into consumers’ recognition of British foods quality and taste. Together we can drive real change and increase awareness of the diverse and delicious food and drink that Britain has to offer.
It’s time to think big and capitalise on Love British Food’s rich heritage during this landmark anniversary.”
David Scott, Director of Corporate Affairs at Morrisons, official retail partner of Love British Food, says: “Love British Food does a fantastic job championing the diverse and delicious food Britain produces, and we are incredibly proud to be their official retail partner.
“Their work over the last 25 years has had a deeply positive impact on both producers and consumers by putting homegrown quality front and centre. We are absolutely thrilled to celebrate this 25th-anniversary milestone with the team and look forward to an exciting, momentum-filled year ahead!”
James Armitage, Marketing Director at Fresh Direct, a leading supplier of fresh produce to the foodservice industry, says: “At Fresh Direct, championing British produce has always been at the heart of what we do, and our longstanding relationship with Love British Food reflects that shared commitment. As Love British Food celebrates its 25th anniversary, it’s inspiring to see just how far the movement has come in bringing the food supply chain together – from farmers and growers, through to chefs, caterers and consumers.
“While our commitment to British runs year-round, British Food Fortnight gives us a moment in time to shine the spotlight on the quality, diversity and sustainability of food produced right here in the UK. It gives us an opportunity to celebrate the people behind British food and to reinforce why supporting local sourcing matters – not just for provenance and freshness, but for resilience, livelihoods and the future of our industry. We’re proud to continue working alongside Love British Food as part of that journey.”
Alexia adds: “We’ve created a robust movement, unique in being embraced by both industry and communities. We are the leading established promotion of British food in retail and hospitality. And we connect directly with people across the country through British Food Fortnight, the national food celebration. This 25th year is all about scaling the impact and providing practical routes to attracting new customers and enhancing sales through a shared call to action: ‘Make British produce your first choice.’ I encourage you to join us.”
Further advice for retailers looking to take part can be found on the Love British Food website: https://www.lovebritishfood.co.uk/advice-for-retailers
Campaign highlights
A key moment in the campaign will be Love British Food’s attendance at the Royal Three Counties Show in Malvern on Friday 12 June 2026, where sponsors and industry partners will be brought together to experience one of the UK’s flagship rural events, and discover the beating heart of British farming and food.
Continuing to grow the cohort of 214 Love British food change-makers, this year’s on-farm training day takes place at Madresfield Estate on 9 September. This ongoing programme enables industry professionals across the country to make changes to sustainable British sourcing.
A special silver jubilee edition of British Food Fortnight culminates in two National Harvest Services. Farmers will be thanked at Nantwich Cathedral. While a Harvest by the Sea in Devon will rejoice in our fishermen.
Alexia Robinson will also be spreading the Love British Food message at important events such as Future Countryside at Raby Castle, Land Alive at Bath & West Showground in the autumn.
Activity is supported by a new procurement special series, Inside Britain’s sourcing story, highlights how sourcing decisions can strengthen domestic supply chains at scale, and showcases insights from public sector caterers in care homes, education, and the NHS.
Back by popular demand, the Get Seasonal podcast returns for a second series. Made by chefs for chefs, four seasonally focused episodes highlight the importance of supporting British producers within the food service and hospitality industries whilst promoting sustainable, British-sourced produce and creative ways to use it.
ENDS
Notes to editors
Media contact: Pinstone, Becky George
T: 07775 561412
About Love British Food
Love British Food is the leading organisation dedicated to promoting British food in the public and private sectors. Working at grassroots and industry level, and through initiatives like British Food Fortnight, Love British Food supports farmers, caterers and retailers to encourage sustainable supply chains that make good food available for all.
The campaign’s flagship event, British Food Fortnight, established in 2002, takes place every autumn and is the biggest annual celebration of British food on the calendar. The campaign unites producers, retailers, chefs, growers, and food lovers nationwide to promote the quality, diversity, and provenance of British food. A vibrant programme of events, promotions, and activities is designed to inspire consumers to explore and enjoy British food and drink.
Key partners and supporters
The success of Love British Food and British Food Fortnight is dependent on a broad coalition of organisations spanning the food supply chain. These include:
Retail partner: Morrisons
Partners: Brakes, Compass Group, OCS, Fresh Direct, Essential Cuisine and Harrisons Catering
Food Heroes: Farrington Oils, Local Food Links Dorset, Deersbrook Farm, HG Walter, Honeybuns, Lower Drayton Farm, The British Hamper Company, Derbyshire Catering Service, and Northamptonshire Healthcare
National farm visits programme: training days for public sector caterers – our 10th farm visit takes place this summer. 214 changemakers inspired through our programme so far.
Working Groups: Hospital and Care Catering Working Group, and Education Working Group
Affiliations: Soil Association’s Food for Life campaign and No Farmers No Food
Ambassadors: Chefs, farmers, food writers, broadcasters, bloggers, and social media influencers who champion British food stories and help reach wider audiences.
Campaign impact
British Food Fortnight reaches millions of consumers each year through events, social media, and retail promotions. It supports hundreds of producers and businesses by increasing visibility and driving sales.
The campaign fosters pride in British food culture and promotes sustainability and traceability in food production.
For more information, visit www.lovebritishfood.co.uk
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