Kokova Magazine

The tenth British Food Fortnight that took place from 17th September to 2nd October celebrated ten years of success for the national food promotion.

It defied the recession with sales increases reported by the hundreds of shops, pubs and restaurants that took part and names as big as ARAMARK, BHS, John Lewis, Harrods, St Paul’s Cathedral, St Pancras International train station and X Factor’s Dermott O’Leary’s restaurants all flying the flag for British food.

It also fired the starting gun for the Love British Food 2012 celebrations that are planned during the Olympics.

Millions enjoy the best of British food…

This year's British Food Fortnight reached an unprecedented number of the public.

Thousands of events were held with food festivals in more than half the English counties.

These included healthy eating activities in 20 universities, foraging walks, food trails and fungi forays, an 'EU Protected Foods of Britain' promotion in Harrods, a Harvest Swap Shop in St. Paul’s Cathedral and a food and drink festival throughout St. Pancras International train station.

There were also fruit and vegetable shows; a Mad Hatter's Tea Party, a British Food Fortnight flash mob at Bury St Edmunds shopping centre organised by Hillfarm Oil, BHS stores across the UK shouting British food is best, free recipe books handed out in the North West featuring dishes cooked during the Industrial Revolution, special British Food Fortnight cupcakes in Top Shop and Selfridges, a 'Piggy Sunday Tour' promoting British pork; a purple British food challenge in 96 care homes for the elderly and even a British menu for animals in a zoo!

BHS were proud to be involved in British Food Fortnight. We celebrated the event in store, online and with daily British food promotional offers with a national newspaper. BHS are delighted with the event and we will continue to build on this in our Food marketing strategy going forward.

Louise Taylor, Head of Marketing, BHS

British food promotions defy the recession…

Hundreds of independent shops, pubs and restaurants took part, joining ten of the largest food service organisations led by ARAMARK, seven major pub groups led by Taylor Walker and Mitchells & Butlers and the major hotel group, QHotels, all celebrating British food on the menu and shop-shelves.

The public sector too supported the event en masse with major hospitals, school catering services and even the Cabinet Office offering special menus and politicians were given a nudge to support British with British Food Fortnight promotions at the Conservative Party Conference in Manchester.

In 2012, Britain will be hosting the Olympics for the first time since 1948, and the world will be looking at what we do, and how we do it. Thankfully, it’s coming at a really great moment for British food. I'm happy to say we’ve never been more ready or able to impress. We've got fantastic food here in Britain and it’s time we celebrated it, especially as we'll have the eyes of the world on us in 2012.

Jamie Oliver in Jamie's Great Britain cookbook

On your marks, get set, go!

This was the final test event for 2012 when British Food Fortnight will run at the same time as the London Olympics under the banner Love British Food 2012. Shops, pubs and restaurants have responded to the challenge by trial running patriotic British food promotions in preparation for welcoming the world to Britain. Family Feasts bringing the Olympic spirit to the most deprived areas of Britain, a very special 2012 school competition and ‘Love British Food’ promotions are all planned for next year.

This year’s event defied the recession and proved that even in the toughest of times the public will rally behind British food if they are given a reason to. We now look ahead to 2012 when, with the Olympics, we have the opportunity of a lifetime to show-off the best of British food to the world. Just like an Olympic athlete we have just nine months to prepare and go for gold on menus and shop-shelves. Come on Britain, pennies may be tight but get ready to fly the Union Jack for Britain on your plates as well as on your bunting!

Alexia Robinson, organiser of the event

Looking ahead to the Olympic plans, Ruth Mackenzie, Director of the London 2012 Festival that is being organised by the London Organising Committee for the Olympic Games (LOCOG), comments:

"We are delighted to be working with British Food Fortnight. Food is as much a part of our culture as art, theatre and music and 2012 offers a fantastic opportunity to celebrate Britain's food heritage. Food and sport go hand in hand so what better way for people to enter into the spirit of the Games than by enjoying Britain's wonderfully diverse and delicious food with their friends, families and communities."

British Food Fortnight 2011 was sponsored by ARAMARK, the leading food service partner, and supported by a large family of over 70 organisations led by 3663, Brakes, Mitchells & Butlers, NFU, QHotels, Quality British Turkey, Sodexo and Taylor Walker.

Next year British Food Fortnight takes place under the banner Love British Food 2012 and runs from 27th July to 12th August.

For further information see www.lovebritishfood.co.uk