65% of British consumers – almost two-thirds - are now buying locally produced food.
40% want to buy more than they do now. (IGD Report 2006)

Now entering its fifth year, British Food Fortnight is firmly established as one of the most high profile events on the national calendar and certainly one of the most powerful in engaging the retail, catering and education sectors.

Thousands of events have taken place during the Fortnight with events organised by Councils, schools and parish networks as well as lots of promotions and special menus in shops, markets, pubs and restaurants.

97% of retailers taking part have increased their sales of regional food and drink by up to 30% as a direct result of the event. Over 40 organisations work together under its umbrella.

A £15 million increase in sales of regional food and drink was generated during the Fortnight in 2005.

24,000 shops, markets, pubs, and restaurants are being invited to take part this year.

26,000 schools are being invited to teach children how to cook and to run special food-related activities in the classroom.

British Food Fortnight is an opportunity for your market to showcase the best of your area's local produce.

Why it is in your commercial interest to do so.

You will attract new customers

You will increase sales from existing customers who will use more of their weekly spend in your market

You will establish a point of difference between your market and the food in the local supermarket.

What you can do:

Encourage your stall holders to increase their offering of local and regional food

Suggest they offer tastings and price promotions to highlight new products

Don't just source it, name it! Too many stallholders miss a trick by not highlighting local provenance on their point-of-sale boards.

Organise a fun community event to encourage new customers to visit the market. Educating young people is integral to the Fortnight's activities. What about inviting a local school for a tour of the market with the children's parents to encourage children to eat more fruit and veg and learn about varieties they may not have tasted before; or donating food from the market to local schools to support teaching about food as part of their curriculum activities.

Example of how Leicester market took part in British Food Fortnight 2005: Children from Inglehurst Junior School in Newfoundpool were given a tour of the variety of produce at Leicester Market during the Fortnight. Teacher, Alison Gardner, said: “They were all very excited about the whole thing and got the chance to taste some of the fruits on sale in the market.” One of the stallholders gave the children a talk saying “it is good to show children there are alternatives to sweets.” Some of the children even tried their hand at selling produce themselves! The trip was organised by market manager, Suresh Rajput, who sent letters to 270 schools inviting them to visit. He said, “The children have enjoyed themselves and we’ve enjoyed them being here. We want to encourage many more schools to take up this offer.”

Create a sense of occasion by decorating up Union Jack bunting – in World Cup year everyone relishes a British food promotion!

Contact your local press, radio and TV to let them know what is going on in your market during the Fortnight.

Finally, remember to tell the organisers of British Food Fortnight what you are organising (contact details below). Your market will be listed on the What's Happening pages of the www.britishfoodfortnight.co.uk website and in information provided to the media.

For further information about the Fortnight, to download a copy of the school resource pack, for advice on how retailers and caterers can take part and for details about activities taking place across the country, please see www.britishfoodfortnight.co.uk Email: info@britishfoodfortnight.co.uk or Tel: 020 7840 9292