Amadeus celebrates second Food for the Brain accreditation at ICC Birmingham

10/04/2018 - 07:00
Caterer Amadeus has been awarded Food for the Brain accreditation for the second year in a row, having implemented a new menu at the International Convention Centre (ICC (Birmingham) to help maintain delegates concentration and support general health.

Following its 2017 success, which saw ICC become the first UK conference centre to gain the accreditation, Amadeus worked alongside the Food for the Brain Foundation to create new healthy ‘Focus Food” menu packs, specifically designed to keep delegates “alert, productive and engaged during the longest of days.” 

With each course served at the optimum time for boosting performance and concentration, and controlled portion sizes so calorie intake is “appropriate for that time of day,” Craig Hancox, Amadeus general manager for the ICC, said: “We are extremely proud of our ‘Food Focus’ menu and have worked hard to design dishes that embody both the methodology and nutrition recommended by Food for the Brain but also the philosophy that underlines the charity.

“We have heavily invested in the training of our teams – appointing champions across the business – so they can inform clients and delegates of the benefits of the menu.

“The success of the initiative over the last year will see us look into other opportunities in the future such as adapting the menu for galas dinners and creating grab and go lunches for our busy delegates.

“We are delighted to have been reaccredited by Food for the Brain, and thank David (Titman, Food for the Brain relationship manager) for the time he has spent with us over the last couple of years.

“Across the industry, there is a growing expectation for healthier foods to be provided at conferences. Delegates are no different to the everyday shopper – they want, and rightly expect, caterers at events to provide healthy options that can accommodate every allergen and dietary requirement.

Food for the Brain relationship manager, David Titman, added: “The successful implementation of the menu, positive feedback from clients and proactive training of staff around the specific benefits of the menu has played a huge part in the ICC being reaccredited for a second year.

“Achieving accreditation status requires a range of standards to be met across several criteria, including the nutritional value of the menu, ingredient quality and cooking methods used.

“The team excelled across all the areas - achieving a 96% pass rate - when we only require 75%, for the second year.

“We enjoy working with the ICC team and have been particularly impressed with how they have implemented a specific training programme that includes include kitchen staff, front of house and sales staff so they know how and why the menus have been designed to get give delegates the best possible nutrition.”

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