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Building on British

Loyalty towards home grown produce is gaining ground, with caterers looking at the benefits of not just British Food Fortnight but from activity all year round as well. Sheila Eggleston reports.

From September 19 to October 4 the spotlight shines on British food, and chefs, caterers and suppliers across the UK take part in a frenzy of activity to boost people's appetite and knowledge about our home grown grub.

Now in its eighth year, British Food Fortnight (BFF) has become a firm date in the culinary calendar, with cooking, eating and educating on equal footing.

Already there is a growing feeling of patriotism towards our own food, with consumers appreciating the quality and the feelgood factor of supporting local suppliers, and the belief that buying local will save money in these cost conscious times. This view is backed by the National Farmers' Retail & Markets Association's annual local food sector tracking survey, conducted through YouGov from June 23-25 2009 among more than 2,000 households across Britain. The survey claims 53% of the population now buy from farm shops, farmers' markets and box schemes.

BFF organiser Alexia Robinson says all the major foodservice operators now take part in the promotion of BFF, as well as many of their suppliers, and that with British food hot on the agenda for private and public sector foodservice providers, "the prize for those who source it and promote it, rather than pay lip service, will be huge".

Foodservice operator Aramark anticipates having around 50 chefs taking part in activities this year linking with at least 50 schools. Marketing communications manager Victoria Clarke says: "We have supported British Food Fortnight for four years now and, as one of the main sponsors, this event is set to be an even bigger success than last year. We are working with schools throughout the country, and we've packed our line up with interactive activities such as tours around working organic farms to give children the chance to experience the production of dairy and wheat first hand and see farmyard animals. We are also planning cookery classes.

"We have promotions planned that include themed menus featuring 12 meals such as Great British bangers and Great British soup feast. We will also be offering Great British Value Bundles throughout September, including special deals on drink and snack combinations. These include the Abbey Well and Cadbury Dairy Milk, and Ribena and Walkers deals which are £1 when a sandwich or main course is purchased." These are manufacturers supporting British farming and production, she adds.

Suppliers are getting behind the BFF campaign, particularly those with quintessentially British brands. Premier Foods' Bisto bouillon was developed for the UK market to enhance classic British dishes, and the company says chefs can save money by buying cheaper cuts of meat and using it to add more flavour to recipes.

Marketing controller Johnny Newton explains: "We know with increasing food costs chefs find it a challenge to cook tasty dishes at a good price. For example the price of ham is about 60% higher than pork, so as an ingredient it is expensive to use. Using Bisto ham bouillon chefs can reduce the amount of ham they use in a dish and still deliver great depth of flavour."

Unilever Foodsolutions marketing director Claire Sullivan says in the tough economic climate there is a pattern emerging that sees many consumers turning to traditional British food for comfort. "Trusted British brands – PG tips, Hellmann's and Colman's –are also experiencing a surge in popularity as consumers look for reassurance from brands they are familiar with."

She says the trend for all things British is one that definitely extends to foodservice and is supported by research that says the proportion of new dishes that are traditionally British has doubled since last year.

The Authentic Food Company says British food, including traditional cuisine, holds 85% of the value share of pub main meals according to market analyst AC Nielsen, but while the traditional main meals sector increased 4.7% in the last year making it worth £1,716m, the value of British main meals decreased as more traditional products appeared in promotions on pub menus.

Food innovation and development controller Lee Tynan says its menu analysis and AC Nielsen data demonstrate the popularity of classic favourites such as burgers and roasts, and pubs are responding with gourmet burgers and carvery options. New to its British range is the onion fritter, a take on the onion ring, consisting of sliced onions seasoned, coated in batter and deep fried, developed "to help bring a new flavour to the pub sector as well as offering a favourite classic snack".