Great Britain on a plate

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Research estimates 37 million Brits will take holidays on British soil this summer. However, despite a wealth of local culinary delights, two thirds of Brits holidaying in the UK will miss out on holiday delight of eating locally. Sainsbury’s is launching a campaign to encourage ‘Staycationers’ to try local British foods this summer and ‘Eat Britain’.

Research released today by Sainsbury’s shows that six out of ten Brits will be swapping the sea, sun and sangria this summer for the delights of the UK. However, two thirds are set to miss out on the traditional holiday delight of eating local food, while almost half admit they won’t change their eating habits at all – the equivalent of asking for fish and chips when holidaying abroad!

One reason for this food apathy may be ignorance. Sainsbury’s research reveals 41% of Britons cannot correctly identify the home county for the famous Melton Mowbray Pork Pie, but eight out of ten are aware that Feta Cheese hails from Greece, suggesting that we’re more knowledgeable about overseas specialities than we are of our local dishes.

This worrying prediction has prompted the launch of Sainsbury’s Eat Britain Campaign, which aims to educate Brits of the culinary delicacies on our doorstep as well as putting the pride back into regional food this summer. Sainsbury’s works with over 17,000 British farmers and suppliers who produce the finest and freshest local foods to its 800 stores nationwide.

Spearheading the campaign is holiday icon and seasoned traveller Judith Chalmers.
Joining her will be Jenni Falconer, Alex James, Colin Murray, Gaynor Faye and others. Each celebrity will travel to key holiday hotspots around Britain visiting Sainsbury’s suppliers to sample first hand the variety of fresh, local produce available to staycationing Brits this summer.

Judith Chalmers, says: “My broadcasting career has meant that I’ve been lucky enough to travel the world experiencing new countries and local dishes, but nothing quite matches a British meal. If like me you’re planning a holiday in Britain why not indulge in some of the best produce the UK has to offer- right on your holiday doorstep.. I’m not wishing to be anywhere else!”

Judith Batchelar, Sainsbury’s Director of Brand, says: “We want to help put British food on the map this summer and encourage our customers to celebrate the vast array of food choices that the British Isles have to offer. Whether that’s rediscovering the delights of Cornish Clotted Cream ice cream that you remember from your childhood or trying something new like one of our many exciting cheeses from small regional suppliers, there is something for everyone holidaying at home this year”

So whether you are on your holiday in Cornwall or the Norfolk Broads get stuck in to some great quality British food at affordable prices in your local Sainsbury’s store.

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