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British Food Fortnight will return from 26 September to 12 October 2025, encouraging restaurants, pubs, cafés, hotels and caterers to showcase the best of seasonal British produce.

Now in its 24th year, the national campaign has grown into the UK’s biggest celebration of homegrown food and drink, offering operators the chance to highlight provenance, strengthen supplier relationships and connect with customers in meaningful ways.

Organised by Love British Food, this year’s theme, “strengthening the roots that bind us”, underlines the deep connections between farmers, producers, chefs and consumers.

“British Food Fortnight has always been about more than just eating British produce,” says Jo Farish, Event Manager at Love British Food. “It’s about sharing the stories behind our food, celebrating the farmers and makers who keep our supply chains strong, and helping operators bring those stories alive for their customers. Whether it’s a simple daily special highlighting seasonal vegetables, or a full menu dedicated to British ingredients, we want to see hospitality businesses using this fortnight as a chance to showcase the very best of what the UK produces.”

For hospitality businesses, British Food Fortnight is not only a chance to celebrate provenance but also to drive sales and boost customer engagement. Practical ways to maximise the opportunity include:

• Promote your involvement clearly: Use posters, menu inserts or Union Jack motifs to make customers aware you are part of the national campaign.

• Engage your whole team: Brief waiting staff, bar teams and chefs on new dishes and suppliers so they can communicate this knowledge to diners.

• Use flexible menu language: Phrases such as “seasonal vegetables” or “chef’s special” allow you to adapt dishes depending on availability, while still highlighting freshness and provenance.

• Talk to suppliers: Many operators are surprised to learn how much of their existing produce is already British. One pub in Devon discovered that its butcher sourced 100% of its meat from the West Country.

• Experiment with dishes: Chefs who trial new British-inspired specials during the Fortnight often keep them on menus into winter. Simple dishes such as bangers and mash or soup of the day can become stand-out items when made with named British ingredients.

• Set local sourcing targets: Aim for at least five locally sourced dishes during the Fortnight, and make it clear where the produce comes from. Naming farms and producers, rather than just using the word “local”, helps build customer trust.

• Leverage marketing opportunities: Investing in quality photographs of dishes can help secure media coverage. Hosting a cooking demo or inviting journalists to an event adds another layer of visibility.

• Think long-term: Many pubs and restaurants report an uplift in Christmas bookings after running British Food Fortnight promotions, as customers gain confidence in the quality of the food on offer.

The campaign also encourages collaboration with local shops and producers. Some venues run reciprocal promotions with farm shops or delis, while others have launched retail services such as ready-made meals for takeaway or freezer storage — initiatives that proved highly popular during the pandemic and remain relevant today.

By linking up with local suppliers, operators can create seasonal menus that not only support nearby businesses but also provide customers with a stronger sense of place and authenticity.

For Farish, the Fortnight is about creating lasting change as much as celebrating two weeks of activity. “People increasingly want to know where their food comes from. When a pub chalkboard or a restaurant menu proudly names the farm, fishery or cheesemaker behind a dish, it creates an authentic connection. That transparency is something customers really value and British Food Fortnight is the perfect platform to make it visible.”

Operators can find promotional resources, case studies and advice on the official campaign website: www.lovebritishfood.co.uk.