2006 looks set to become the year of the farmhouse breakfast, as organisers have been swamped with privately organised initiatives from all over the UK to mark Farmhouse Breakfast Week.

And for the first time, some major commercial promotions are planned, including a tie-up between Sussex mushroom grower Heveco and Heinz baked beans.

In the name of breakfast week, shoppers will receive a discount on beans with each 500g pack of mushrooms purchased from Sainsbury’s.

The Home-Grown Cereals Authority expects its message on the value of a hearty breakfast to be seen by more than 160m consumers through the 1200 events being held to promote it – many in schools.

Last year, it generated more than 2m worth of free advertising for the cereals sector and one in four of those questioned were aware of the drive.