Last year, supporters of the event, now in its fifth year and due to run from 23 September to 8 October, included Budgens and a few select Londis stores.
This year, Londis has committed to pushing it to all its 2,200 store managers following the success of the campaign in 2005. Figures compiled by the organisers indicate that weekly sales at participating retailers were boosted by an average of 30% per store.
The growth has been largely sustained in many cases, said Alexia Robinson, organiser of BFF. Asda is expected to be involved again, plus an estimated 300 delicatessens and fine food shops and 300 farm shops. Spar UK has committed to linking its planned autumn TV ad campaign to BFF.
The London-based BFF office runs a web site to promote the event and provides posters, PoS material and literature.