2010 Breakfast Benefits campaign launches

The event was attended by industry leaders from farming, retail and food production, as well as education specialists and media. The initiative communicates not only the health benefits of breakfast but also reflects the commercial benefits breakfast offers to businesses, from hotels and cafes, to food producers and retailers. HGCA chairman, Jonathan Tipples thanked the industry for their continued support for the campaign: "Over the last ten years Farmhouse Breakfast Week has become a leading event in the food chain's calendar. Promoting the health benefits of breakfast, the campaign has reached millions of parents, school children and consumers. "I am confident that this year we will once again build on the success of previous years. This outstanding achievement is largely due to the continued backing of the food and farming industry, for which HGCA is very grateful." At the event Annabel Karmel, an author on children's food and nutrition, discussed industry opportunities for the breakfast meal occasion. Ms Karmel discussed how both the foodservice sector and food producers could promote healthy breakfasts to families, and gave some valuable insights into how some organisations are benefiting from breakfast. "The foodservice industry is now actively promoting breakfast to both children and adults. Ten years ago the choice of breakfast dishes was sparse, but thanks to campaigns like Farmhouse Breakfast Week, many are now realising the opportunities the most important meal of the day offers." Meanwhile Catherine Goodridge, regional school food and health co-ordinator for the West Midlands also recognised the value of Farmhouse Breakfast Week: "This campaign is now celebrated and supported by more and more schools and their breakfast clubs each year. It is an ideal way to highlight to children, parents and teachers the benefits and importance of starting the day with a healthy balanced breakfast." The event was held yesterday (14 January).