The Soil Association’s Food for Life Catering Mark has relaunched under the new name Food for Life Served Here.
The Food for Life Catering Mark, which is awarded in Bronze, Silver or Gold, has grown from 0 to 1,600,000 meals served every day across the UK.
Over the last year, the Soil Association has found out what people want from a scheme like the Catering Mark. Research revealed that there is a demand for fresh, local and healthy food.
The Food for Life Served Here rebrand has been designed so that caterers can promote their dedication to serving fresh and local food. Stakeholders were consulted about the new name and agreed the change would give customers a better understanding of the holder’s ethos behind sourcing ingredients and meal preparation.
Backed by a digital campaign due to launch in spring, the scheme also aims to encourage caterers make more healthy and sustainable changes.
Rich Watts, senior Catering Mark manager at the Soil Association Certification, said; “1.6 million Catering Mark meals is no mean feat and we are in awe of those who have helped us reach this point. But to grow even more we realise that we need to improve wider public awareness of the scheme. If in future people are demanding Food for Life Served Here then its reach and positive impact will multiply.
“In terms of scale, and reach across so many sectors and areas of public policy, the scheme has already created an awareness of the importance of healthy, local food. But so far it has been driven by policy and industry, and to grow further we need people to be demanding, and actively searching out Food for Life Served Here venues and caterers. So it’s our responsibility as a sector to drive consumer demand for this type of food – which in turn will increase footfall through the doors.”
Current Catering Mark holders will be informed throughout January and sent updated marketing materials.