A promotion for British food aims to help the country's caterers capitalise on this year's Olympic fervour.
Love British Food - formerly known as British Food Fortnight - will run alongside London 2012, from 27 July to 12 August, and help steer the industry through the event's strict marketing rules.
Organiser Alexia Robinson commented: "Food and sport go hand in hand and the Olympics present a huge commercial opportunity for everyone involved in food service.
"However, as is now well known, the rules governing the use of the Games for marketing gain are the most stringent ever and this presents a huge challenge for everyone planning patriotic menu promotions."
Food service outlets are encouraged to sign up and will be given logos and promotional material that will urge customers to "Be Patriotic", and "Support the Home Team".
Robinson said: "Let's use 2012 to put not just Britain but British food in the best possible light and ensure that every pub, restaurant and food service outlet gets a piece of the Olympic commercial cake."
Aramark, 3663, Brakes, Compass, Harrison Catering and Sodexo are official partners of the event. They are joined from the pub sector by Enterprise Inns, Fullers and Whiting and Hammond.
By Andy Morton
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