British food and drink producers were given a major boost yesterday with the announcement that the industry is to receive an extra £3 million (€4.2m) to help promote its products over the next three years.
The funding for Food from Britain (FFB), the export marketing agency for the industry, will be dedicated to promoting regional food and drink products both at home and abroad.
Announcing the additional funding, UK food and farming minister Lord Whitty said: "The regional food and drink industry plays a vital role in the rural economy, both as a viable industry, and through the wider environmental, economic and cultural benefits that can flow from it.
"But more work can be done to raise consumer awareness of regional food products, encourage retailers and the food service industry to sell them, and increase producer competitiveness."
He continued: "We have worked closely with stakeholders in drawing up a support strategy to address these issues and I am pleased to be able to announce today that Defra [Department of the Environment, Food and Rural Affairs] will be providing an extra £3 million over the next three years to help deliver the strategy."
The first year's programme will include participation at consumer shows, meet-the-buyer events, support at international and UK exhibitions such as Food and Drink Expo in Birmingham, event sponsorship at British Cheese Festival and English Wine Week, consumer information campaigns and in-store promotions.
Food from Britain will be working closely with the Regional Development Agencies and Regional Food Groups in implementing the campaign, and will also develop strategic partnerships with organisations such as VisitBritain, to capitalise on the food tourism opportunities with both British and overseas visitors.
Charlotte Lawson, FFB's director of business and UK services, added: "There has been a quiet revolution taking place over the last couple of years in the regional food sector. This has been driven by a consumer eagerness to discover the provenance and traceability of food, resulting in a greater appreciation and pride in the extraordinary diversity of British regional food and drink.
"We are delighted with the additional funding from Defra. This will enable us to run a high profile campaign in the UK and key overseas markets to develop business with retailers and food service operators, enhance consumer awareness of British regional food and drink, and also develop competitiveness through business advice and marketing intelligence."