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Supporting local food

Branded content urges the public to eat local and support the UK’s farming industries. 

The food and drink industry in the UK is worth more than £31 billion to the economy and employs over 450,000 people.

But with food outlets closed due to the covid-19 pandemic, seasonal food is at risk of going to waste. 

Across England today, sponsored stories feature the variety of seasonal produce available, the diversity of seafood caught in UK waters and how the public can help farmers as seasonal workers. 

To encourage readers to eat local food and inspire people to apply for seasonal jobs, three campaigns have been launched: Sea for YourselfPick for Britain and Veg power.

The Yorkshire Post today features an interview with Lucy who was travelling in sub-Saharan Africa when covid-19 hit and had to come back to the UK. She decided to support the farming industry by becoming a lettuce picker at a G’s Growers farm. Another branded article (via The Guardian) highlights the Sea for Yourself campaign and lists different recipes that use fish caught in UK waters. 

This is the latest branded content that has gone live as part of an advertising partnership launched between the government and newspaper industry, aimed at keeping the public safe and nation united throughout the Covid-19 pandemic.

Stay to up to date with the latest news from the “All in, all together” campaign here.

by Hannah Ohm Thomas 09/06/20

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