British Food Fortnight boosted sales of regional food and drink in England and Wales by more than 15m, estimates BFF organiser Alexia Robinson.

“The fourth British Food Fortnight, which took place between 24 September and 9 October, was bigger and more successful than ever before,” said Miss Robinson.

“It’s difficult to measure resulting sales but given that last year’s event was estimated to have increased sales of British food and drink by an extra 10m in the retail and catering sectors, it’s not unreasonable to suggest this year it may have achieved more than 15m.”

Miss Robinson attributes the success to the involvement of the major caterers for the first time and large and medium-sized retailers running promotions in store. But she also singles out the campaign’s impact in the country’s classrooms.

“There was a particularly positive reaction from schools and teachers with more than 26,000 schools receiving information packs.”

This year’s event was backed by DEFRA, the departments for Education and Skills and Health, sponsored by Nationwide, and supermarkets Budgens and Booths with media support from FW.

Next year, BFF starts on 23 Sept.