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Freedom Food launched its new Celebrity Recipe Collection during Farm Animal Week in October, showcasing recipes from scheme members, alongside those donated by high profile celebrity chefs, restaurateurs and Freedom Food’s Student Chef of the Year.
There are nine producer profiles, one for each of the nine species covered by the scheme. These really help put the work of Freedom Food and its members into context for consumers, giving them a much better understanding of farm animal welfare.
The new collection features 32 full colour recipes, donated by celebrity chefs including Ainsley Harriott, Nick Nairn, Lesley Waters, Jamie Oliver, Phil Vickery and Paul Merrett, all photographed by a leading food photographer, Simon Smith.
The collection also opens with a fantastic introduction by Antony Worrall-Thompson and features profiles of five restaurants throughout the UK who have all signed up to Freedom Food’s ‘Simply Ask’ campaign and donated one of their ‘signature’ recipes.
Freedom Food’s ‘Student Chef of the Year’ award winner Gloria Ford also has one of her delicious recipes included in the book, which she prepared for the scheme’s Recognition Awards held in May as part of Freedom Food’s 15th Year Anniversary celebrations.
“The Collection is used widely to promote the scheme” says Marketing Controller, John Akehurst. “This year, Sainsbury’s marked Farm Animal Week by using the Collection as an on-pack offer on their Freedom Food labelled salmon, pork and chicken ranges nationwide.”
“And recipes, along with top quality photographs, were also offered to consumer lifestyle magazines, which in turn ran editorial coverage. Reader offers were also placed with a range of publications – resulting in more positive coverage for the scheme and ensuring that the Collection was distributed to interested consumers”.
In October, a total of fourteen national and regional consumer magazines carried recipes from the Collection as well as reader offers.
During 2010 the Collection will be distributed to consumers at various exhibitions and shows Freedom Food plans to attend and will also be available in selected RSPCA charity shops nationwide early in the New Year.
“There is no doubt the Collection does a great deal to raise awareness of the scheme and it’s objectives” continues John. “But it plays a further invaluable role. The connection with such a wide range of popular and respected chefs also helps to associate Freedom Food labelled products with taste and quality and the profiling of some of our members allows consumers to see the producers behind the product”. |
