Food industry urged to back campaign to change nation’s breakfast habits


Retailers, manufacturers and chefs have joined forces in a new campaign designed to encourage more people to start the day with a healthy breakfast.  

The ‘Better Breakfast’ Campaign will launch to the public in September 2012, with the highlight being ‘Better Breakfast Week’, which will run between 24 and 30 September 2012. The week will feature a series of in-store events, celebrity chef breakfast recipe ideas, competitions, consumer promotions and a social media and consumer press programme. 

PhytoTrade Africa, an organisation that represents producers of the baobab fruit, one of nature’s super foods, is co-ordinating the campaign.  

Celebrity chefs Peter Gordon and Mark Earnden will be cooking up a storm during Better Breakfast Week, creating some delicious nutritious recipes to tuck into, while a range of healthy food providers will be donating products for media and competition prize hampers, running educational events and promotions, creating recipes or supporting the campaign through their social media networks. Current campaign partners include Love Smoothies, Rachel’s, Yozuna, InSpiral, Organic Burst, Ocean Spray, New Zealand Honey Co, TOTAL Greek Yoghurt and Rude Health.

Research shows that breakfast is important from a concentration, health and safety perspective, but that only half of us eat breakfast at all and one in six secondary school children go to school on an empty stomach.  The campaign organisers are calling for more providers of healthy breakfast products and services to get involved in the campaign.

Lucy Welford, marketing manager at PhytoTrade Africa, said: “We have seen a steady decline in the number of people who regularly eat breakfast, yet nutritionists agree it is the most important meal of the day. Given the importance of nutrition in longevity, growth and good health, a key focus of the Better Breakfast Week will be to encourage people of all ages to tuck into a delicious, healthy meal. The campaign will include lots of practical ideas for fast, healthy breakfasts to suit all budgets.

“We have some great people and organisations supporting us already. We are now launching to trade to try and get as many people from the food and drink industry as possible helping to spread the message that breakfast is important.”