NFU highlights why farming matters to 2012 Olympics

The 2012 Olympics could provide a prime opportunity to market speciality food and drink and show off the best home-grown plants, says the NFU.

NFU SE has highlighted why farming matters in relation to the London Games in its comments on the outline tourism strategy for the South East in the run up to 2012. The NFU has submitted views to Tourism South East on its draft strategy*, "On your Marks…Get set…Go! Optimising the 2012 Games Opportunity For The South East."

NFU South East regional director William White said: "The London Olympics is certain to generate increased international tourism and significantly boost the influx of domestic visitors to the region. Here in the South East around 70 per cent of land is cared for by farmers and ruralness depends upon the continuation of agriculture coupled with the viability of the rural economy. Therefore the NFU wishes to maximize this opportunity to promote the 'farming offer' in the tourism strategy for the region during preparations for the 2012 London Olympics."

He said: "Our farmers and growers can provide fresh, local food for the key Olympic events and for tourism outlets, saving food miles from farm to fork. Agriculture already forms the backbone of the region's rural tourism industry – a sector that will undoubtedly benefit from the increased visitor numbers."

The NFU has requested that the tourism strategy takes full account of the region's speciality food and drink, its tourism outlets based on farms, farmhouse accommodation providers, farm retail outlets and accredited farmers' markets."

The NFU has recommended that those devising the visitor economy plans work with a range of organisations including the county-based food groups and Farmstay UK.

The draft strategy includes an action point to 'improve quality of the public realm' in terms of presentation and appearance. The NFU would like to see home-grown ornamental plants used wherever possible in plantings, in civic areas, in the Olympic village, along roadsides and on roundabouts.

Mr White said: "The region's horticultural businesses could derive a direct benefit from the 2012 Games and could easily help devise planting plans that depict the Olympic rings!"

Many NFU members in South East England have large-scale growing operations and supply the wholesale market, the landscape design trade and garden centre chains.

"In the interests of sustainable development, our members could also advise on drought resistant plants to minimise water consumption. Sourcing home-grown plants has distinct advantages in terms of reducing emissions, boosting the local economy and accessing on-the-spot advice on a plant's suitability for the particular growing conditions. Moreover local sourcing could help to reduce the carbon footprint of the 2012 Games," added Mr White.

For details contact NFU SE PR Officer Isobel Bretherton 01730 408002.