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Brakes embraces Love British Food campaign to put much-needed spotlight on local growers

Foodservice wholesaler Brakes is putting its marketing strength behind British growers with a new campaign that highlights locally produced, seasonal food.

Brakes is embracing Love British Food as it kicks off this month with a new spot on its website that showcases supplier stories and how consumers and caterers can use fresh British ingredients in recipes. There are also merchandising tips and other resources that can be used to feature local fruits and vegetables.

“We are committed to supporting British food and have been involved with Love British Food for many years,” Cathy Amos, Sector Marketing Manager at Brakes, who is also a Love British Food Ambassador, said. “Caterers want to be able to access seasonal British Food, so it’s great to be able to support Love British Food, which does a fantastic job in generating awareness of the wonderful array of British produce that’s available.”

One of the key seasonal periods of the campaign is British Food Fortnight in September, which offers massive opportunities for promotion in restaurants, foodservice and supermarkets.

“Our support campaigns will provide caterers with the tools to help make the most of British,” Amos said while pitching another unique chance to get the most out British produce. “One excellent example will be Coronation weekend (6 May), which will be the perfect opportunity to celebrate our British heritage with some seasonal treats.”

British growers need all the support they can get. Beset by rising operating costs, shortages of labour, stringent government guidelines and ever-present weather interruptions, many are struggling to meet target financial goals.

National Farmers Union President Minette Batters has warned of UK farming falling off a cliff, saying that crops such as cucumbers and tomatoes are set to decline to their “lowest levels since records began in 1985.”

“The clock is ticking,” she said at this year’s NFU Conference. “Time is almost up for this government to start walking the talk. … Despite all this, NFU members and the farmers and growers of Britain continue to bring in the harvest, to produce the nation’s food and to keep the country fed through tough times.”


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