With all the patriotic buzz surrounding this year's Olympics and Diamond Jubilee, there has been no better time to celebrate British food.
The annual national celebration, British Food Fortnight, has switched from its usual autumn slot to coincide with the Games and takes place from July 27 to August 12.
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With all eyes on the UK, organisers Love British Food saw the perfect opportunity to showcase our country's deliciously diverse produce and cuisine.
The fortnight long foodie extravaganza has a simple message: rally customers and retailers to buy British produce.
Why should we buy British?
• Meat is produced to some of the highest welfare standards in the world
• Producing British meat means that our desirable native livestock systems are protected.
• Each animal can be traced back to the farm it comes from
• Foods that are in season, particularly fruit and vegetables, provide the necessary nutrients that our bodies need at certain times of the year
So next time you're browsing the aisles be sure to seek out British products. Or, better still, buy local products and support your surrounding community.
This rule extends beyond fruit and vegetables. When you're next at the pub, try a local ale for an authentic experience.
Alexia Robinson, head of the event, says: "Come on Britain, fly the Union Jack on your plates as well as on your bunting!"
Cook up a feast for family and friends with our Brit classics:
It's a little princess!