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Farmhouse Breakfast Week 2013

Farmhouse Breakfast Week 2013

Caterers, foodservice and hospitality companies are being encouraged to promote their breakfast offer during Farmhouse Breakfast Week, which returns for its 14th year between 20-26 January 2013. The nationwide campaign, which this year is backed by TV cookery expert Nadia Sawalha, generates extensive national and regional coverage each year, providing a platform for businesses to promote the breakfast meal occasion.

Organised by HGCA* on behalf of cereal farmers and producers, the campaign aims to educate people about the importance of eating breakfast and to inspire the public to ‘shake up their wake up’ and eat breakfast every day. Faster paced lifestyles mean that many consumers do not find the time to prepare and eat breakfast in the mornings, with one in eight adults reporting they frequently eat breakfast out of home during the week.

Organisations are being invited to hold their own breakfast events and promotions in order to maximise the growing opportunity for out-of-home breakfast occasions. HGCA is providing free resources to support businesses with their events, which include: posters, stickers, table talkers and recipe booklets featuring seven new breakfast recipes.

Holding a breakfast event or promotion can help increase sales and footfall for both on the go and eat in breakfast options. Every year events take place up and down the country and in 2012 more than 1000 events and promotions were held to celebrate Farmhouse Breakfast Week.

Marbled fruit porridge breakfastKaren Levy, HGCA campaign manager said: “The opportunity for out-of-home breakfasts is growing and Farmhouse Breakfast Week is an ideal vehicle to help increase customer engagement with breakfast and support sales. There are many ways to get involved, from introducing new menu options, to all day breakfast menus, competitions and promotions.”

New for 2013 is Breakfast Watch, a sharing initiative that aims to be the biggest online celebration of breakfast ever. This offers an excellent way to engage customers with breakfast and generate positive publicity by encouraging them to share photos of their breakfast online using the #BreakfastWatch tag, during Farmhouse Breakfast Week. The initiative can be highlighted on menus and promotional material during the week to get people to take part.

For more information visit www.shakeupyourwakeup.com where you can:

  • Order free resources
  • Get event and promotion ideas, including more information about Breakfast Watch
  • Register your activity

Alternatively call 024 7647 8735 or email breakfast@hgca.ahdb.org.uk

* Home Grown Cereals Authority (UK) – the cereals and oilseeds division of the Agriculture and Horticulture Development Board (AHDB)

HGCA funds research, marketing, export and promotional activities for the cereals and oilseeds sector in the UK. www.hgca.com

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