Alexia Robinson, founder of Love British Food, joined forces with Tim Radcliffe from NHS England to create the initiative that calls on industry influencers and the media to publicly pledge their support for homegrown food and farming.
At the heart of the launch is a pledge board, inviting attendees to physically sign their commitment to the principles of the pledge. It was signed by Graeme Collie from King’s College London, Stuart Palmer from Edinburgh University and Matt Tebbit from Reading University.
Robinson commented: “British food is the backbone of our nation’s health, economy, and identity. This pledge gives people across our industry a powerful way to show their support and drive real change in sourcing, sustainability and education.”
Following its launch at TUCO, the Love British Food pledge will feature at major sector events throughout the year, including the LACA Main Event in July, as well as the NACC and HCA annual events.
Love British Food says this campaign comes at a pivotal time for British food production, as consumers and caterers alike demand greater transparency, sustainability and local provenance in their food choices.
Radcliffe added: “We believe this initiative will energise the sector and create a ripple effect - encouraging public services, retailers, and the wider food industry to source British and support our farmers.”
The pledge outlines core commitments:
- Champion British produce: Prioritise the sourcing, supply, and promotion of British-grown and British-made food wherever possible.
- Support British farmers, producers and manufacturers: Encourage investment in British agriculture by promoting its importance to local economies and communities.
- Promote sustainability and seasonality: Advocate for sustainable farming and production practices that protect our countryside and environment.
- Inspire consumers to choose British: Educate and inspire customers and communities about the benefits of choosing British food.
- Work together for a stronger future: Collaborate with like-minded organisations and businesses to strengthen British food’s presence locally and globally.
Collie concluded: “We were delighted to launch the Love British Food Pledge at the TUCO Competitions event today and I'm sure the TUCO members will continue to support the pledge this year. Many TUCO members were keen to commit to the pledge and show their support to British food and farming.”