Food from Britain has outlined its strategy for promoting British food and drink in the UK and overseas this year.
The plans follow an increase in FFB’s annual government funding, which was awarded in May last year. The organisation will receive £1m for each of the next three years.
Jane Wakeling, FFB regional food and drink manager, said the strategy focused on three areas: trade development, consumer awareness and business competitiveness.
She said FFB would prioritise developing business within the food service sector through supplier seminars and a presence at shows such as February’s Hotel Olympia in London. She added: “There will be a programme building on and establishing relations with UK multiples through joint events such as meet-the-buyer days. We will draw up a best practice guide on distribution and pilot a benchmarking exercise with five suppliers to look at ways they have developed their businesses and how we could better support them.