It's harvest time and there is no better opportunity to champion British food
Cathy Amos, Head of Customer Marketing, Brakes • October 1, 2021
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
Share:
You may also be interested in...
Our Prime Minister Keir Starmer was quoted in an interview last week by saying voters must choose between a 'tax break' for farmers or tackle the NHS backlogs. How about our government invests in farming and start to revolutionise the food system to produce highly nutritious food in more accessible places and affordable avenues to ultimately reduce the consumption of ultra processed foods and to deduct revenue and profit from the large corporations who are contributing to the current obesity and mental health crisis? Surely the corporate fat cats are morally and directly responsible for the heavy burden upon our NHS? Jenny Jefferies explores further the widening gap between farmer and consumer for Love British Food…
Love British Food and No Farmers, No Food are delighted to announce a partnership dedicated to promoting British farmers. Together, they will champion initiatives to ensure British food is the primary choice in public institutions and push for fair supermarket pricing that reflects the true value of our farmers' hard work.
Love British Food, the leading organisation promoting British food at grassroots and industry levels, is delighted to announce the appointment of Cathy Amos as Non-Executive Director. Cathy, who currently holds the position of Head of Customer Marketing at Brakes, is celebrated for her extensive experience in the food service sector, particularly within the public sector which is integral to Love British Food's mission. Cathy Amos has devoted her career to the food and hospitality industry, with a focus over the last decade on supporting caterers in public and care settings. At Brakes, she leads a team of development chefs who specialise in these sectors. She has also collaborated closely with leading contract caterers and various public sector bodies, including PSC, LACA, TUCO, NACC, and the HCA. She joins other non-executive directors: Derek Wright (Blackpool Catering), Tim Radcliffe (NHS England) and Ben Bartlett (Master Chefs GB).
Our family business, the British Hamper Company, was founded in 2014 by our eldest son James, together with my husband and me.
Soil Associations’ Food for Life and Love British Food join forces to amplify the need for British food to be accessible for all Two leading food campaigning organisations have joined forces to champion the importance of buying British in public sector settings. Soil Association’s Food for Life and Love British Food will support each other’s mission for good food for all in the public sector, hospitality and beyond. [EB1] With a deep synergy between both organisations', together they will advocate for shorter, more sustainable supply chains to make British food a central part of schools, hospitals and other settings. “We are delighted that Food for Life’s sustainable catering team has approached Love British Food proposing that we collaborate to further both our organisation’s activities. I am excited in particular that Food for Life schools will now be invited to take part in British Food Fortnight, joining the hundreds of schools that already run special menus for children during the national food celebrations.” Alexia Robinson, CEO, Love British Food It’s a great time to join forces with Love British Food to amplify the work that both charities are doing to put more fresh, minimally processed, British food on the plates of the nation. We look forward to collaborating with each other to strengthen our combined calls for change across the food industry and support caterers and suppliers to access our homegrown produce. Amit Dattani, Director of Healthy and Sustainable Diets, Soil Association Notes to editors: Food for Life – Founded in 2003 has been running for over 20 years to make good food accessible for all. A Soil Association programme working directly with caterers, schools, and communities to implement sustainable and lasting change within the broken food system. Food for Life Served Here is the sustainable catering certification run by the Soil Association. It currently has certified caterers in over 6500 schools across the UK. Food for Life Schools Award empowers schools to build solutions that reach beyond the school canteen through the pioneering whole school approach. Focusing on system wide change and supporting people and communities to understand how to advocate for improved access to, and education around, good food. Currently operating in over 600 schools in England. The Soil Association is a leading sustainable food and farming charity. Since 1946 the organisation has impacted millions of people, creating practical, nature-based solutions to recover climate, nature and health through sustainable and regenerative food, farming and forestry. Promoting the connection between people, food, and the natural world, lobbying government on key environmental policies, helping to serve millions of certified school meals and engaging thousands in farmer-led research. Love British Food Love British Food was founded by Alexia Robinson in 2002. It is the leading voice promoting British food in communities around the country, working at grassroot and industry level. Its work focuses on creating a vibrant domestic market for British food that gives farmers and producers the confidence to invest and ensure our food security, enabling sustainable supply chains that make good food available for all. It is the organiser of British Food Fortnight, the national food celebration that reaches millions every autumn. 1,000s of shops, pubs, restaurants and communities, large and small, take part. Love British Food’s activities aim to make quality British food available to all sectors of society. It is a uniquely trusted voice in the public sector, where Love British Food has become an established promotion in schools, universities, hospitals, care homes. As part of this, it is the longest serving representative of the British food industry on the Public Sector Catering Alliance; working to ensure British food is the first supplier of choice. It runs a national programme of farm visits for caterers, giving them a new appreciation of the value of British food to the supply chain. To date it has hosted 193 NHS caterers on 9 farm visits. And it facilitates working groups of public sector chefs providing the industry with a knowledge exchange platform. It has a long association with the education sector having published the first guide to teaching food and cookery within the national curriculum: ‘Putting the Ooo back into Food’, endorsed by the Department of Health and Department for Education and Skills. Distributed to 35,000 schools, this established British Food Fortnight as a core event on the school calendar. Hundreds of teachers and school catering teams have taken part in the event over the years. Love British Food has a very active social media presence and a Love British Food farm to fork podcast. It launches a new series for chefs in 20245: Get Seasonal with Love British Food, aiming to help chefs buy British more easily through the wholesale sector. Further information: E: alexiarobinson@lovebritishfood.co.uk W: www.lovebritishfood.co.uk
Love British Food is delighted to announce Trimsaran Primary School as the winner of Love British Food's 'Community Competition', a highlight of this year’s British Food Fortnight. Recognised for their outstanding contribution to making good, healthy food accessible, the school was celebrated for its innovative food hub made from repurposed shipping containers. This transformative project, driven by the school’s staff and its 180 pupils, has turned underutilised shipping containers into a bustling community food shop. The hub offers a range of healthy food options at reduced prices, vital in an area where public transport is sparse and access to affordable nutritious food is limited. The school’s initiative promotes environmental sustainability by featuring homegrown produce cultivated in raised beds and a large polytunnel maintained by pupils under the guidance of a retired local gardener. The produce - including tomatoes, leeks, cucumbers, cabbages, and potatoes - is sold directly from container to community, eliminating food miles and providing the freshest ingredients to local consumers. Community Champions from Morrisons stores across the country reached out to their local communities to find the nominees for the 'Community Competition' and the winning school receive £1,000 of products from Morrisons that can be spent over the year. David Scott, Corporate Affairs Director at Morrisons and one of the competition judges, praised the project for its "intergenerational learning and the impressive repurposing of shipping containers." He highlighted how "this initiative brings the rural community together, turning the school into a linchpin of local life." Liz Earle MBE, a wellbeing broadcaster, entrepreneur, and Love British Food Ambassador, also commended the project: "It resonated with me as being distinctly innovative—using shipping containers to bring fresh, local, and well-priced food into the heart of the community. The involvement of all ages in both education and contribution creates a vibrant model for community health and cohesion." The food hub not only serves as a critical resource for affordable food but also as a social venue where the community can gather and support the school. Plans are underway to establish this initiative as a registered charity, ensuring its sustainability and potential for growth.
British Food Fortnight 2024 has concluded its two-week celebration of the very best of British food with resounding success, embracing communities, retailers, and public sector institutions across the country. Kicking off at New Covent Garden Market in London, the fortnight was packed with lively events, promotions, and activities - all aimed at making British food accessible to everyone. The festivities culminated in the National Harvest Service at Southwark Cathedral, supported by HM The Queen, and highlighted the nation’s commitment to sustainable and local food production. This year marked the first British Food Fortnight with Morrisons as the Exclusive Retail Partner, who announced a three-year partnership with Love British Food. They trialled a number of initiatives, including taking customers to visit local farms and a British food module for their in-store tours for primary schools. The event saw outstanding participation, from schools and universities to hospitals and retailers, showcasing the diversity and quality of British food. Thousands of caterers crafted special menus to highlight British ingredients, reinforcing the nation's rich culinary heritage.
As part of the annual British Food Fortnight , Love British Food has issued an open letter to key wholesale industry leaders, calling on them to support the growing demand for British produce by integrating dedicated "Buy British" categories within their offerings. The letter, signed by prominent chefs and industry leaders, highlights the vital role wholesalers play in strengthening the British food supply chain. British Food Fortnight , running from 20th September to 6th October, celebrates the quality of British cuisine. It provides an opportunity for businesses across the UK to spotlight locally sourced produce and support British farmers and producers. The letter has been sent to all major wholesale industry leaders. If anyone would like to sign the letter, please email info@lovebritishfood.co.uk . Letter in full: Let's Love British Food - An Invitation to Wholesale Industry Leaders Dear Wholesale Industry Leaders, As the country embraces and enjoys British Food Fortnight, it is an important moment to reach out to a vital part of the British food supply chain - wholesalers. This two-week celebration isn’t just about appreciating British cuisine; it's about making substantial, sustainable changes that benefit our farmers, our economy, and the health of our nation. Currently, thousands of caterers across the UK are curating tailored menus that highlight the quality and diversity of British produce, a testament to the country's culinary heritage. We’ve seen that the enthusiasm for British food is vast and growing. This surge is supported by a wide array of hospitality and public sector organisations, all keen to showcase what Britain has to offer. Earlier this year, during our public sector event, we gathered and collated insights through a comprehensive report that came to conclusions from leading chefs and industry stalwarts. Our discussion revealed a clear challenge: the desire to source more British produce is strong right across the UK, yet there is a blockage. Both farmers and producers are eager to supply, and kitchens are ready to serve - however supply chain logistics complicate this enormously. While some industry leaders have commendably established a dedicated British category, making it easier for businesses to source local produce, it is imperative that more follow suit. By integrating a 'Buy British' category within your offerings, you not only simplify the procurement process for caterers and chefs but also align with a growing consumer demand for transparency and local sourcing. It is the very definition of a ‘win-win’ for all involved, not to forget the positive message you are sending from your company that you are dedicated to supporting British producers. The benefits of enhancing the visibility and accessibility of British products through your platforms: Economic Growth: Boosting the sales of British foods supports not only local farmers but also the wider UK economy. Environmental Impact: Shorter supply chains mean reduced carbon footprints, an aim we all share. Health Benefits: Fresh, locally sourced produce is key to promoting healthier food choices among consumers. Cultural Heritage: Preserving and promoting British culinary traditions. Company Profitability: The British public want to buy British - give them the option and feel the financial rewards. This British Food Fortnight, we invite you to consider featuring, or boosting, a British category. We, along with prominent figures in the industry, are ready to support and collaborate with wholesalers willing to make this commitment. Through joint efforts, we can further deliver positive change across the entire food industry. Let's lead this change together. Kind Regards, Graeme Collie, Executive Chef, King’s College London Alexia Robinson, CEO, Love British Food Chris Knott, Head Development Chef, Loughborough University Graham Senior, Executive Chef, Southampton University Alex Sim, Development Chef and Sustainability Champion, Bristol University Ben Bartlett, Board Member, Master Chefs Great Britain & Director, Love British Food Karlene Gaskell, Executive Chef, University of Reading Dunk Parsonage, Business Development Chef, Flora Food Group & Isle of Wight Technical College Michael Croy, Executive Chef, University of St. Andrews Liam MacDonough, Head of Catering Operations, University of Edinburgh
