ANY PUB failing to make plans for British Food Fortnight 2007, which runs from September 22 to October 7, might want to rethink that decision. Chances are, the pub or restaurant down the road is ready and waiting with promotions to win extra trade.
Consumer interest in regional food, seasonal specialities and classic British dishes has never been stronger, and British Food Fortnight, now in its sixth year, is the biggest national celebration of this diverse range of food.
It is an established promotion for pubs, restaurants, and tourist attractions, with the organisers estimating that customer spend per head increased by between five and 17 per cent during last year's event.
Alexia Robinson, organiser of British Food Fortnight, says: "Organisations representing 42,000 restaurants and more than 20,000 pubs have signed up to take part in British Food Fortnight this year - a clear indication of the extent to which the catering sector is responding to customers' growing demand for quality, seasonal British produce.
"Taking part is proven to increase sales whether you are putting British on the menu for the first time or promoting the fact that you already do."
Suppliers including Brakes and 3663 are taking part, and in the pub sector four of the biggest pub groups are participating - Enterprise Inns, Marston's Pub Company, Mitchells & Butlers and Punch Taverns.
Alan Todd, catering development manager at Punch Taverns, says: "British Food Fortnight is a key business-building opportunity for pubs and we are urging our retailers to get involved.
"Using locally sourced food can help pubs increase sales and attract new customers, while linking in with British Food Fortnight also allows them to benefit from the numerous PR advantages associated with the event.
"Pubs shouldn't over-complicate things. They don't have to create extensive menus or elaborate dishes to show their support for great British food.
"Something as simple as a locally-produced cheeseboard is just as effective and gives customers another reason for visiting your pub."So where can pubs go to get ideas from? One good place is Britain's Regional Food & Drink: the Basics. Sponsored by Food from Britain, this booklet focuses on basics such as meat, dairy, fruit and vegetables.
It includes advice on what to look for, information about regional varieties and details on how to source them. 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 meet customers' growing demand for high-quality food and drink with clear provenance.
To order a copy email info@britishfoodfortnight.co.uk, tel: 020 7840 9292 or download from www.britishfoodfortnight.co.uk
Traditional pies
BRAKES, ONE of the suppliers supporting British Food Fortnight, believes that pubs can put the focus on patriotic products right across the menu.
"Showcasing the very best that our national cuisine has to offer could be the key to increasing your food sales during British Food Fortnight," says John Homewood, Brakes' senior development chef.
"With provenance a key trend, we offer a range of highly sought-after products including English pork and Gressingham duck, Lincolnshire sausages and Red Tractor Assured beef."
Pies with a homemade look and classic English desserts such as jam roly-poly, bread and butter pudding and spotted dick are also great sellers.
Don't forget the cheeseboard, says John: "In recent years, there has been a resurgence of high-quality cheese- making techniques." More unusual varieties available through Brakes include Hereford Hop, Premier Cornish Yarg and Somerset Brie.Some customers might just want a quick snack - a selection of classic British cakes such as Victoria Sponge, with a great British cuppa, could be the answer.
For more information contact Brakes Customer Service on 0845 606 9090 or visit www.brake.co.uk
British chips with everything
WHEN PROMOTING great British produce, pubs should look close to home. The chip is a much-loved pub food classic, and by promoting chips on the menu as all-British during British Food Fortnight you'll give customers a warm glow.
McCain Foods announced earlier this year that all of its branded chips in foodservice are now made using only British potatoes, grown from the unique McCain British seed.
Owning a British potato seed business gives McCain control of the potatoes used from seed to harvest. McCain works with more than 300 farmers in the UK, with many of these relationships stretching back three generations.
Adrian Greaves, associate director, foodservice, said: "British chips, made from the British potatoes means that pubs can ensure menu provenance, support British farming and offer consistently superior tasting chips to customers every time.
"As the UK's largest single customer of British potatoes, we are proud of this commitment to British potato sourcing.
"Customers are at the heart of this business and never more so than in our decision to offer 100 per cent British-sourced chips. We take great pride in our products and that's why we are now producing locally sourced chips to meet both caterer and consumer demands."
Choose English beer to go with food
Don't neglect the bar top when promoting the best of British produce. Cask beer is a great British product that can be promoted alongside food.
To get you started, the finest beers in the land have been matched with traditional food by the Campaign for Real Ale (CAMRA) and Food from Britain following the Great British Beer Festival.
The gold, silver and bronze Champion Beer medal winners have been matched with fine food from across the UK in association with sponsor Food from Britain.
Gold: Hobsons Mild from Hobsons brewery in Shropshire. A classic mild. Complex layers of taste come from roasted malts that predominate and give lots of flavour.
Georgina Rudman, CAMRA senior marketing manager, says: "Drinkers in Shropshire are spoilt for choice - not only is the county the home of the UK Slow Food movement, but it's blessed with a plethora of great regional food producers."Why not make things especially easy by treating yourself to a sausage from the Ludlow Sausage Company, which also delivers Hobsons' beers along with its free-range meat."
Silver: Maldon Gold from Mighty Oak brewery in Essex. Golden ale with a floral aroma and hints of lemon peel. Earthier hop tones are offset by sweet vanilla in the taste.
"Sampling Essex oysters is essential for any visiting beer and food fan and you can't beat a dozen washed down with Maldon Gold, or try using shellfish in a range of great recipes using local produce."
Bronze: Ripper from Green Jack brewery in Suffolk. A light-coloured beer brewed as a homage to Belgian trappist ales. "The wonderful Ripper beer deserves an equally robust and flavoursome partner, so why not introduce it to the creamy, soft, luxurious and blue-veined Suffolk Blue?"