Kerry Foods has launched a new consumer and trade campaign to promote the heritage of Homepride Flour.
From September 1, the “100% British wheat” status has been updated on-pack and communicated across POS, print and online advertising, PR and social media.
The NFU has welcomed an announcement from Homepride that they are changing their packaging to promote the 100% British origin of their flour and encourage the public to buy British.
This is a "timely show of support" from Homepride as the food and farming industry unites in its autumn campaign to celebrate Great British food, the NFU has said.
Mike Hambly, the NFU’s combinable crops board chairman, said: "It’s great to see Homepride publicly supporting British arable farmers.
"Shoppers continually tell us that they would like to see more British food on supermarket shelves and it’s fantastic that manufacturers are now hearing and acting upon this message.
"British farmers are rightly proud of the quality product that they deliver whilst adhering to some of the highest food safety standards in the world.
"It is their hard work which enables Homepride to supply quality flour to home bakers up and down the country and we hope this new packaging will encourage everyone to back British, buy British and bake British."
Kate Wells, Homepride flour’s marketing manager, said: “Not only are we supporting British farmers and reducing food miles, we are calling on the nation to do the same and #BakeBritish."
