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 A PROVEN SALESOPPORTUNITY

British Food Fortnight

22^nd September– 7^th October 2007

·       WHAT IS BRITISH FOOD FORTNIGHT? Running from 22^nd September to 7^th October and now in its sixth year, British Food Fortnight is the biggest national celebration of the diverse and delicious range of food that Britain produces.  It is an established promotion for small, medium-sized and major retailers many of which run British food promotions during the event.

·       WHY SHOULD RETAILERS TAKE PART?  Retail promotions during previous British Food Fortnights have proved that the event has a serious impact on sales:

·        Retailers taking part have increased sales by up to 34% per store as a direct result of the event – a 4% increase on the previous year.

·        25% increase in footfall in participating outlets during the event.

·        In 2006, sales of British food and drink increased by up to £1,500 per store during the Fortnight – a £500 increase on the previous year.¹

·       HOW CAN RETAILERS TAKE PART?  Retailers are invited to run British food promotions during the event, to offer tastings and promotions to highlight new products, to encourage producers to come into stores to meet customers and to decorate stores with bunting and British Food Fortnight posters.

In addition to the commercial aspects of the promotion, retailers are also invited to work with their local schools during the event to help teach children about the pleasures and health benefits of eating fresh, seasonal and regionally-distinct produce.  The event’s initiative teaming chefs with schools has been expanded three-fold with organisations representing 9,000 chefs volunteering their support and retailers are invited to join this mass-movement.

·       WHERE CAN WE GET MORE INFORMATION? Pick up ‘Britain’s Regional Food & Drink: The Basics’.  Sponsored by Food fromBritain, this new edition focuses on the ‘basics’: meat, dairy, fruit and vegetables.  It provides advice on what to look for, information about regional varieties and details on how to source.  It explains the different assurance schemes and quality marks that are used: what they mean, why they are important and how sourcing food that carries them will help retailers meet customers’ growing demand for high quality food and drink with clear provenance, thereby increasing sales.  Includes ideas for working with schools and an A3 British Food Fortnight poster to display in your shop.  To order your copy email info@britishfoodfortnight.co.uk, Tel: 020 7840 9292 or download from www.britishfoodfortnight.co.uk.

Contin.

·       WHO IS BEHIND IT?  British Food Fortnight is sponsored by Nationwide, Budgens and ARAMARK, is supported by Food fromBritainand features the British Food Fortnight ‘Cook for Life’ Challenge for schools, sponsored by Kenwood.  It is supported by over 45 organisations led by 3663, Brakes, Compass Group, Country Markets, Guild of Q Butchers, Mitchells & Butlers, National Farmers’ Union, National Trust, Punch Taverns, Sodexho, Tenant Farmers Association and VisitBritain.

·       WHY IS IT SO IMPORTANT? Commenting on the retail opportunities provided by the event, Tim Kershaw, Managing Director of Libra Europe, consultants to the food supply chain industry, says: "British Food Fortnight works and should be named British Food Forever.  It provides the retailer with a fantastic opportunity to maximise existing local sourcing initiatives and grow sales and profits with the support of a nationally recognised and supported event.  The timing of the event 22^nd September to 7^th October fits superbly between the end of summer and Halloween providing a sales focus point during an otherwise quiet period.  It would be foolish not to take part." 

Organiser of the event, Alexia Robinson, adds: “This year, the gauntlet is again being laid down by Budgens and the independent sector with a mass of in-store promotions already planned.  However, with three of the major supermarkets participating last year and with the attraction of the 34% sales increases that the event generates, we expect more retailers than ever to take part this autumn.”

·       WHERE CAN WE FIND OUT MORE? For information on British Food Fortnight and to order resources, contact Alexia Robinson orJennifer Meakin.

T: 020 7840 9292. E: info@britishfoodfortnight.co.uk  

W: www.britishfoodfortnight.co.uk.

ENDS

Notes to Editors:

¹ Sales figures from promotions run by Budgens, Londis and independent stores during British Food Fortnight 2006.

Attached on page 3:

i.  Comments from retailers who took part in 2006

ii. Examples of how retailers have worked with schools last year

Additional information provided: