A 'Buyers Guide to Britain's Regional

A 'Buyers Guide to Britain's Regional

A ''Buyers Guide to Britain''s Regional Food & Drink''
Sponsored by Food from Britain

The definitive guide to Britain''s regional food and drink to be sent to over 12,000 buyers in the build-up to autumn''s national food promotion - British Food Fortnight.

Objective

· to put regional food and drink producers in front of carefully targeted buyers
· to do so as part of a national promotion which will create the environment that will make buyers particularly receptive to increasing their stock of regional produce
· to provide buyers with all the tools they need to purchase and promote regional food and drink
· ultimately, to broaden the market and sales of regional food and drink.

All advice provided will be designed to be useful not just during the national promotion but also in the months beyond. It will therefore assist the promotion of local and regional food longer term.

Content

The Guide will take a ''self-help'' approach to advising retailers and caterers about how they can increase sales through buying and promoting regional food and drink products. The following information will be provided:
i. details of how retailers, restaurants and pubs can support Britain''s regional food and drink and why it is in their commercial interest to do so
ii. advice on what is in season when
iii. a pointer to Food from Britain''s regional food and drink website - and other key food websites - for listings of where to source regional foods
iv. listings of the key sources of information and support on regional food e.g. contact details of Regional Food Groups and related websites
v. sample regional recipes showing how regional foods can be teamed with regional drinks
vi. guidance on how buyers can maximise their media coverage
vii. listings of media contacts in the food and drink sector in each region
viii. a sample media release template for the buyers to use
ix. advice on promoting regional food and drink to the tourism sector.

The Guide will be available from mid-June 2004
To order your copy, please email
info@britishfoodfortnight.co.uk

Target: £4 million in increased sales of regional food and drink
during the fortnight.1

This is based on:
i. figures from The Guild of Fine Food Retailer''s promotion in 2003 that generated £650/store increased sales
ii. estimated take-up of participation of 50% of the recipients of the Buyers'' Guide.
iii. As all recipients of the Guide will be encouraged to take part by the organisations of which they are a member, a take-up of 70% is not unrealistic. Under this scenario, there would be an increase of sales of regional food and drink of £5.85 million.