Farmers and food producers are being urged to work together with hospitality businesses in their area, to help them build British produce into their brand identity.
Entitled Food, farming and hospitality: Why the British story matters, a new report from the NFU outlines the ways that British-sourced produce can add value to hospitality businesses, building on the strength of the farm-to-fork story.
In a roundtable meeting of leading industry figures from the food, farming and hospitality sectors, the group heard of the challenges the hospitality sector has faced over the past 18 months, including the continuing cost-of-living crisis and backdrop of increasing inflation.
It was highlighted that food, drink and hospitality businesses can reap the benefits of sourcing local produce, particularly in light of changing consumer buying choices that favour sustainable and locally sourced products.
NFU president Minette Batters said: “British farming, food and hospitality are intrinsically linked, and this report sets out our vision of how British food can add value to hospitality brands and why they should build the farming story into their business.
“Developing relationships between the out of home sector and British farmers and growers will create even more opportunities to serve up local food that is safe and fully traceable, providing the provenance the public increasingly appreciates – as well as helping to strengthen our domestic food security.