Download the guide of Do’s and Don’ts when dealing with journalists: crucial advice for anyone contacting the press.

Download instructions for building a press distribution list, which includes tips like free or paid-for sites which distribute your releases for you: www.free-press-release.com, www.sourcewire.com, www.prnewswire.com, or www.prlog.org.

Make sure you fill up on info from the dedicated poinsettia press site: www.stars-for-europe.com.

There you’ll find pre-written press releases and an image library full of shots for you to download and use as you like. You’re also welcome to download images from our dedicated press photos folder, packed with festive pictures in a wide range of styles from gift ideas and step-by-step designs to extravagant event work and Christmas dining settings.

TOP TIP
Take time over your subject line... an email subject is the first thing journalists will see, and they get hundreds of emails a day, so make sure they don’t hit delete on yours before even reading it.

Invite them to you. There’s a bunch of reasons for inviting your local press (and don’t forget bloggers) to visit your humble abode. Try these for starters:

• International Poinsettia Day on December 12^th
• An open day
• An Advent display
• A Christmas event for children
• A charity fundraiser
• A Summer festival
• Professionally managed workshops with seasonal hooks (e.g. bouquets on Valentine’s Day, table arrangements at Easter, Advent wreaths at Christmas)
• The opening of new retail areas
• The start of the poinsettia season

Download the guide for creating a press invitation and getting the most out of your event.

Whatever happens, don’t get disheartened or be disappointed if your efforts aren’t picked up. Journalists are bombarded with information and it’s normal for releases to go unnoticed, so make sure you’re clued up on all the best practises with the Stars for Europe guides before you wade in.

Good luck!

County Carlow destination garden retailer Arboretum won the Company of the Year award at this year’s Retail Excellence Ireland Awards – to add to last year’s Store of the Year award.

Founded by Frank and Rachel Doyle nearly 40 years ago, it is the first company to win both awards back to back.

“There’s a lot of passion for what we do and we have a tremendous team of staff, some of whom have been with the company for over 10 years,” said commercial director Fergal Doyle, whose brother Barry is Arboretum’s chief operating officer.

 “There’s an ethos of not standing still or else you’ll be run over,” he added “If you do what you’ve always done, you’ll get what you’ve always got so we keep changing our product offering and reinvesting in the business.”

He said it was its people rather than fixtures and fittings that made the store special for customers. “At the end of the day, people buy people first and then the product.” 

The business began its evolution from traditional garden centre to destination store in 2012 when Leighlinbridge was bypassed by the M9 motorway from Dublin to Waterford. The food offering was the first to get a makeover, before the rest of the store was re-vamped and re-branded, re-opening in February 2014.

Doyle insists the business is “a garden centre first and foremost”, retaining 12 horticulturalists, despite dropping ‘garden centre’ from its name.

New departments including fashion, kitchen utensils and accessories and home interiors helped the store to a 45% increase in turnover in 2014. 

The family opened a second store in Kilquade, County Wicklow at the end of last year, on the site of the National Garden Exhibition Centre.

Doyle said the family had not let the recesssion deter them.  “We just knuckled down and stayed focused on what we do,” he said. “Our product offering is a luxury – it’s about treating yourself to something for your garden, house or yourself. So we’ve stayed focused on delivering what people want and they seem to enjoy coming here, even if just for some coffee and cake and a browse around the store.”

He praised the support Arboretum had received from Retail Excellence Ireland, which runs courses like the National Certificate in Retail Management in conjunction with the National College of Ireland. “This type of accredited learning is vital for our people who learn a great deal alongside other retailers,” Doyle added. “REI is a vehicle for us to learn what’s happening in the retail sector broadly, which has helped us in our own growth path.”

David Fitzsimons, CEO of Retail Excellence Ireland, said: “The investment which has gone into Arboretum is very clear for all to see – it is a sensational store.”

• Garden Products - down 45%
• Christmas Products - up 9%
• Growing Media - up 11%
• All Items Index - down 1%

Forty new employees have won places on Homebase’s  ‘Garden Academy’ training scheme.

Now in its third year, the students will undergo a 12-month programme to develop their gardening skills and knowledge and work alongside award-winning garden designer Adam Frost (right).

They will learn about garden planning and design, working with suppliers to develop product knowledge covering planting and landscaping, and will acquire practical horticultural skills to earn an RHS Level 1 Award.

Gareth Evans, 22, who will be based at Homebase Birmingham Sutton Coldfield store, said: " I’ve always loved gardening, so to be given the opportunity to turn my passion into a career is great, I can’t wait to get started.”

Garden Academy mentor Adam Frost said: “It can be challenging for our industry to attract young people to gardening and show them that it can be an exciting career. By working with Homebase, we have the opportunity to do something special and inspire a new generation of gardeners.”

Jonathon Kemp, head of garden and DIY, said Homebase was committed to championing horticulture as a career choice. “The academy is a fantastic opportunity for people from different backgrounds and ages to come together to share their passion for gardening and the outdoors and develop it into a great career. We are excited to welcome our third intake of Garden Academy students, to what we know will be a great start to their careers.”

A five-year-old's dream of becoming Santa's helper has come true thanks to Tong Garden Centre near Bradford, Yorkshire’s biggest garden centre.

When Lucy Bracewell sent the centre a picture saying :"To Santa and all of yurr reindeers, I love you but I wish I cud be yurr little Santa Lucy helpp", staff just had to to oblige.

Marketing manager Jo Dales said: "We were charmed by Lucy's approach and invited her and her sister Megan to perform the official opening of the grotto.

"We were delighted that Lucy was able to help us to celebrate the opening of Tong's very special grotto experience."

Lucy's mum, Sarah said: "Just to say a massive thank you to you and all the Staff at Tong Garden Centre. Lucy's wish has come true and was an amazing experience she will never forget!"

Lucy and her family were the first to go through the grotto experience and witness Santa's daredevil arrival by parachute at Tong, orchestrated with the Parachute Regiment's Red Devils.

The 45 minute grotto experience comprises a walk through the winter wonderland, a festive fairytale with Santa and a visit to Santa's elves' workshop to choose a gift.

Photos: 1. Lucy, left and Megan Bracewell at the Tong Garden Centre grotto 2. Lucy's letter 

Video: Click here to view Santa's daredevil arrival

Hibiscus is likely push pointsettia out of Thompson & Morgan's Top 10 mail order gift plants this Christmas...

T&M announced its predictions following early sales analysis of its seasonal mail order gift catalogue. While old favourites like amaryllis and Christmas cactus are on the list, the resurgent popularity of house plants with the British buying public has seen some exotic additions make it into the company’s Christmas Top 10 Sellers for 2015.

Poinsettia, a time-honoured Christmas favourite and last year’s no.2, has fallen out of the Top 10 for the first time. Taking its place is the exotic-looking Hibiscus ‘Festive Flair’, which brings a tropical touch to festivities without the fussiness of poinsettia. The large festive blooms stand up to the ravages of central heating and cold draughts much better than the coloured foliage of poinsettia, and will keep on going through January and beyond.

T&M gifts manager Alice Speedie says poinsettia is a great option for Christmas display but can be tricky to keep in perfect condition. Set close to heat sources or a draughty window, the foliage can quickly crisp or wilt. “They also need a bit of specialist care and exact daylight hours to get them to flower again,” she adds. “Hibiscus however are much easier to care for and will bloom through the year in most households.”

The hibiscus still has some work to do to reach no.1. The top slot has been held by scented hyacinth ‘Pink Pearl’ (pictured) ever since the mail order specialist, best known for its offering of vibrant garden plants, started its Christmas gift lines back in 1999. Alice adds: “While we’re seeing increased interest in new exotics like hibiscus and Dendrobium orchids for Christmas display, it seems you can’t beat a bit of yuletide tradition. We supply our hyacinths in timeless bespoke containers, and give them the VIP treatment in order to guarantee quick colour and scent soon after delivery.”

While the traditional pink-flowered Christmas cactus remains a strong contender in 2015, it has a new multicoloured rival snapping close at its heels. Christmas Cactus ‘Tricolour’ (below) offers red, pink and white blooms in one pot, seemingly from the same plant. To create the effect, Thompson & Morgan sets three plants into one large pot to create a striking display.

Thompson & Morgan Christmas Top 10

• Hyacinth ‘Scented Pearl’ Basket
• Hibiscus ‘Festive Flair’ in decorative pot
• Christmas Cactus ‘Pink’
• Narcissus ‘Tete a Tete’ in holly basket
• Deluxe Hyacinth basket
• Scented Amaryllis ‘Double Delicious’
• Christmas Cactus ‘Tricolour’
• Christmas Azalea Tree
• Christmas Crocus in festive pot
• Dendrobium orchid ‘Anna Green’ 

Christmas tree supplier Needlefresh is offering garden centres a way to donate to Greenfingers via Christmas tree sales.

The charity is hoping garden centres across the country will take up an offer to purchase special promotional Needlefresh labels that will guarantee that 40p per tree will be donated to the Greenfingers ‘A Million Moments’ appeal.

Participating retailers can purchase labels from Needlefresh for 25p each, in multiples of 300 (£75), 500 (£125) or 1,000 (£250). They are free to attach them to any Needlefresh stock, perhaps choosing a particular size of tree to promote or labelling all trees on a single high-footfall day. 

For each label costing the retailer 25p Needlefresh will match the donation, which, after deducting the cost of the label, means 40p from the sale of each labeled tree will go the appeal.

‘A Million Moments’ aims to raise £1 million to enable Greenfingers to create gardens for at least 5,000 more children and families who spend time in hospices around the country. 

Alton Garden Centre in Essex was amongst the first to sign up. Director Andy Bunker said: “Promoting these trees will mean both Altons and our customers will be helping raise money for the wonderful work Greenfingers do in building beautiful gardens for children in hospices.  It’s great to support their work, particularly at this time of year.”

The scheme has also received the support of Greenfingers Chairman John Ashley. “I urge businesses across the country to get involved in this promotion – for just a small outlay garden centres can know they will be directly contributing to the gardens Greenfingers hope to build in 2016,” he said.

Participating retailers will receive an A3 poster and a press release template to help secure local press coverage.

To make you nomination and vote, please send an e-mail today to: thegreatestawards@tgcmc.co.uk with your name, garden centre name and your job title, telling us who is your Greatest Christmas Supplier of the year, what they do that makes them great and what is the thing they do best.

The results of The Greatest Christmas Awards will be announced at The Greatest Christmas Awards Party on Sunday January 10^th 2016 in the Majestic Hotel, Harrogate.  To book your tickets please call The Greatest Christmas Awards on 01733 775700.

Pictured: The current Greatest Christmas Supplier of the Year Premier Decorations receiving their award.

Recent research into the outdoor leisure market by Cuprinol confirms what savvy garden retailers have long known - that people don’t intend to stop using their outdoor spaces once summer is over.

A survey showed that around 30% of those questioned want to enjoy their turkey al fresco this Christmas as more people than ever embrace the growing trend of eating outdoors all year round.

Despite reports that the UK is set to have its longest winter for 50 years, more people say they are determined to make use of their garden in the colder months: 37% say they’ll wrap up so that they can spend more time outdoors.

BBQs are becoming a great way to banish those winter blues, with almost 30% intending to fire theirs up, 51% intending to party outside and 82% claiming that spending time outside improves their mood. Around a third claim to spend as much time in their garden in the run up to Halloween and Bonfire Night as they do in the summer months.

Atmosphere is all impoprtant, it appears, with 29% investing in fairy lights, lamps and candles to brighten their evenings, and 51% opting for outdoor heating and cosy seating areas.

Yet, says Cuprinol’s publicity, despite gardens becoming such a focus for households, fewer than half of home owners invest in any type of wood treatment or paint to ensure their garden fencing and decking withstands the harsh winter weather.

Retailers might like to pass on these autumn and winter tips at the point of sale:

1.         Add a splash of colour. Painting planters and fencing with colourful shades can really help brighten up a space during the cold and drab winter weather once flowers and bedding plants have died off.

2.         Keep it cosy: Focus the seating area around a fire pit or chimenea to help keep everyone warm whilst you’re sat outside.

3.         Make the most of the bare branches: Once the leaves have fallen, it’s easier to add a layer of paint to the fences – and quicker with new Cuprinol Spray & Brush.

4.         Add to the mood: Fairly lights and lanterns will help give a focus to a particular area and floor lights will brighten the whole space.

5.         Focus on the furniture: Protecting it with simple waterproof covers is easier that finding somewhere to store it it all away for the winter.

• New indoor play area in existing building linked to proposed outdoor playspace
• Enlarged restaurant area with educational space within existing building.
• New covered sales area for sensitive plants
• 6310 square metre external retail area for plant sales etc
• A new Regional Food Hall, with fine dining restaurant, demonstration and production kitchens and cookshop to replace the existing farm and cook shop areas.
• New concessions units and specifically designed outlets for sale of local ice-creams.
• A central courtyard area, as an attractive feature and doubling to provide a well contained space for seasonal displays and the winter ice rink attraction.
• Reconfiguration of the existing car parks and access road including the creation of additional special needs parking and customer collection points;
• New building to accommodate complementary retail space, and
• Landscaping.

 http://planning.wiltshire.gov.uk/Northgate/PlanningExplorer/Generic/StdDetails.aspx?PT=Planning%20Applications%20On-Line&TYPE=PL/PlanningPK.xml&PARAM0=856929&XSLT=/Northgate/PlanningExplorer/SiteFiles/Skins/Wiltshire/xslt/PL/PLDetails.xslt&FT=Planning%20Application%20Details&PUBLIC=Y&XMLSIDE=/Northgate/PlanningExplorer/SiteFiles/Skins/Wiltshire/Menus/PL.xml&DAURI=PLANNING

Your opportunity to join a forward thinking, fast growing business.

This is a key “front-line” position, directly connecting and working with the Vivid Arts customer base (and sales-force) to ensure individual customer display and turnover goals are achieved.

You will be required to merchandise product and assist in creating customer displays to best display practice guidelines. A creative approach and the ability to “communicate, transfer and implement” successful merchandising initiatives are vital to the role.

The ideal candidate will be :-

• a highly organised, physically fit individual.
• preferably living on the East / South side of Manchester, ideally within 5 miles of the M60
• conscientious with the natural drive to maintain high standards in their daily work.
• computer literate
• willing and able to occasionally work away from home involving overnight stays 
• proficient driver with a clean driving licence

Closing date for applications is Sunday 29^th November.

Interviews will take place locally in December.

Initially, please submit a covering email and your CV to Paul McGuire : paul.mcguire@vividarts.co.uk

We have an immediate vacancy for an experienced Key Account Professional to manage a portfolio of 8 – 10 national accounts.

The job will involve some overseas travel, mainly to S. E. Asia and attendance at our Oldbury head office for 2 – 3 days each week.

The successful candidate will have a proven track record of managing and developing business with major retail accounts, preferably with Outdoor Living / Gardening products.

Consideration will also be given to anybody currently working in a field sales position selling Outdoor / Conservatory furniture.

The successful candidate can expect a substantial basic salary, bonus scheme and fully maintained company car.

Initially, please email your cv, in complete confidence, to john.chester@a-mir.co.uk

Plantarea Horticultural Manager (ref:DS7779)

Location: Berkshire
Salary: £18,000 - £24,000
Date: 10 Nov
Job Type: Full-Time
Duration: Permanent

Contracts Manager Leeds Area (ref:DS7802)

Location: West Yorkshire
Salary: £28,000 - £35,000
Date: 10 Nov
Job Type: Full-Time
Duration: Permanent

• Overseeing the implementation of contracts to strict deadlines and budgets
• Assisting in development and bidding for new works
• Liaison with clients
• Implementation and management of health & safety and quality procedures
• Supervision of Teams
• Maintaining contract files
• Reporting to the Regional Manager and Operations Director

The candidate

The ideal candidate will currently be employed in a similar role or be seeking to take their next step into a more senior management role.

The successful candidate should hold a relevant horticultural or landscape qualification
A full driving license is essential.

They should also have significant experience in managing commercial contacts and be able to give superb customer service to clients.

Ideal candidate should be based in the Leeds, Bradford or Manchester Area.

Salary range: £28-32,000 - dependent on experience

Apply here

Garden Centre Sundries Shop Manager (ref:DS7775)

Location: Northamptonshire
Salary: £20,000 - £24,000
Date: 10 Nov
Job Type: Full-Time
Duration: Permanent

• Woodlodge had the highest re-entry with their 4-inch Spang Pot at No 9.
• A place below was the highest climber in Woodlodge 5-inch Standard Spang Pot, jumping 38 places.
• Smart Solar Owl Silhouette was the highest new entry at No 39. Other newcomers to the chart were Gardman Gard Stakes (20mm x 240cm), Gardman Snowflake Solar Border Stake, and Crest Besom Broom.
• Smart Garden LED Lattice Lantern Candle, battery operated with timer jumped 26 places to top spot.

• Premier Decoration LED Winter Scene Canvas Print 40 x 30 Battery Operated is the highest new entry at No 7.
• Another newcomer is Scentsicles Winter Fir at No 36.
• The highest climber is the Hancocks Christmas Jelly Pops (above), jumping 35 places to No 6.
• The Marshmallow Castle Snowmen Mallow LolliPop is the highest re-entry at No 18.
• History & Heraldry Personalised Christmas Bauble retains the top spot.

• Westland Gro-Sure All Purpose Compost & 4 Month Feed (10 litres) is the highest new entry at No 29.
• Scotts Miracle-Gro All Purpose Compost is the highest re-entry at No 33.
• Another product returning to the Top 50 is Growth Technology Houseplant Focus Repotting Mix.

To subscribe to GTN Bestsellers email karen.pfeiffer@tgcmc.co.uk

The Chartered Institute of Horticulture’s 2016 Young Horticulturist of the Year competition got under way this week

Young horticulturists who will be under 30 by July 31 2016 can enter, with the chance to win a £2,500 travel bursary from The Percy Thrower Trust, provided by the Shropshire Horticultural Society.

Heats around the UK and Ireland are open to students of horticulture and young horticultural professionals working in the industry. The bursary allows the winner to undertake a trip, anywhere in the world to study a subject related to their chosen field of horticulture.

Applicants can take part by attending one of the heats at colleges and venues throughout the Institute’s eight branches; at a work-place with a Chartered Institute of Horticulture approved supervisor or via SKYPE. Closing date for entries is 1 February 2016.

The competition is run in three phases: local heats, regional finals and the Grand Final, each with questions covering a wide range of subjects. Heat winners go forward to one of eight regional finals, and the winner of each regional final progresses to the Grand Final on 7 May 2016 at the Glasnevin Botanic Gardens, Dublin. There are cash prizes at every stage of the competition.

More than 1,800 young horticulturists from the UK and Ireland competed for the title last year. Since the competition started in 1990, an estimated 25,000 have participated.

Shropshire Horticultural Society is the major sponsor of the competition and the Grand Final, with further backing from recruitment company MorePeople, the Agriculture and Horticulture Development Board (AHDB) and Wyevale Garden Centres Ltd. There are also many regional and local sponsors The Horticultural Trades Association is a new Gold national sponsor for 2016.

You can find out how to take part at www.horticulture.org.uk

With the closing date for entries to Westland Horticulture’s Lawn Academy training programme fast approaching, participants are urged to get their applications for the few remaining places.

The programme, covering everything from product education to problem solving and merchandising guidance, will run at the following five locations:

 Peterborough – 14 January, 2016 – Westland Merchandising Centre

 Taunton –21 January, 2016 – Monkton Elm Garden Centre

 Preston – 28 January, 2016 – Barton Grange Garden Centre

 Edinburgh – 16 February, 2016 – St Johnston Football Club, Perth

 Dublin – 24 February, 2016 – Carton House Hotel

Sign up online at http://trade.gardenhealth.com/ or email lawnacademy@westlandhorticulture.com.

Closing date for entries is Monday 30 November.

Supplier supported training events around the UK next February and early March will help garden centres target, educate and communicate effectively to new and existing customers to maximize sales of plants, seeds, bulbs, garden sundries, irrigation and bird care.

The key aims of the training are to increase footfall and average spend, particularly in core gardening, via as many channels as possible, and garden centres will be provided with full training and a range of materials to make this simple and practical

The one day training events will cover:

• Reasons why sales of core garden products and many plants are nowhere near their full capacity despite potential customer demand
• How to target customers of all ages and abilities by various means, both internally and externally
• Training on appropriate plant and product groups with quick and easy references
• Tips on identifying needs, anticipating and overcoming obstacles to buying
• Ideas to help increase the average spend
• Thinking outside the box to sell even more effectively
• Keeping it cohesive to make the most of all resources and opportunities
• Making it happen in the garden centre in a strategic, sustainable and realistic way

As well as enhancing staff product knowledge and selling skills there will be significant focus on marketing, inspiring and educating customers and raising overall awareness via materials supplied. The course is intended for planteria and sundries staff, owners, managers and marketing staff and centres will gain the maximum benefits if each area is represented so that they can coordinate the various tips and resources effectively once back at their businesses.

Delegates will be provided with a range of useful materials including:

Two re-usasble wallplanners per delegate, one of which will be blank and the other part completed  with month by month suggestions for

• Hotspot stock items
• Signage ideas to enhance sales
• Marketing, PR and social media suggestions
• Staff training topics in line with (course notes and appendices supplied)
• Display ideas
• Other promotional activities

These will all dovetail with each other for maximum benefit. Many suggestions for Tweets and Facebook posts by month will be given in the course notes, in addition to general monthly gardening tips so that there will be a substantial pool of useful data which could be used for signage, on websites, for social media activity and general e-marketing.

Useful reference material for staff and customers:

• Vegetable seed sowing and harvesting calendars highlighting key attributes such as value for money, easy to grow, great taste/gourmet
• Flower sowing calendar highlighting aspects such as easy to grow, attracts bees/butterflies
• Bulb planting calendar, highlighting kley benefits
• Fruit trees and bushes for small spaces

Memory sticks with:

• Course presentation in pdf format including display and merchandising ideas for future reference
• Images for use with social media campaigns

Text for consumer factsheets, uploading to websites etc:

• Organic gardening
• Growing fruit and vegetables in small gardens
• Efficient use of water in the garden
• Bird care throughout the year

Key supporting companies include Bayer Garden, Gardman, Hozelock, The Scotts Miracle-Gro Company and Mr Fothergills. Other suppliers supporting the initiative include Agralan, Maxicrop, Neudorff and Taylors Bulbs.

Liz Hutson, the course trainer and organiser, commented: “Whilst many garden centres have an amazing catering offer and attractive indoor and outdoor lifestyle departments, plants and core garden products remain something of a mystery to many customers.

"A great deal of work and thought has been put into the course content and materials to give garden centres everything they need to join the dots in terms of internal and external marketing, staff knowledge and reference materials, enhanced selling skills and customer education.

"Whilst many other departments may be peaking in terms of potential there is still a long way to go in order to make the most of the sales opportunities in core gardening in most centres.

"Improving product knowledge and increasing staff confidence and awareness has been demonstrated to have a marked impact on the bottom line, and if this is combined with better internal and external communication with the consumer it can only enhance sales further and help centres make the most of every square metre of selling space.”

2016 Training dates and venues:

• Maidstone – 16^th February (Marriott Tudor Park)
• Guildford – 18^th February (Barnett Hill Hotel and Conference Centre)
• Cambridge – 23^rd February (Menzies Hotel)
• Birmingham – 25^th February (Holiday Inn)
• Chester – 29^th February . (Carden Park Hotel)
• Perth – 2^nd March (Murrayshall House Hotel)

Prices per delegate start at £70 plus VAT depending on numbers per centre and if the £10 per delegate early bird booking applies. This includes a hot, two course lunch, refreshments and all course materials

The HTA will be mailing out course details and booking forms to members. Garden centres may also book direct through course organiser Liz Hutson (01531 631592, liz.hutson@ledburybband.co.uk) or online (www.bookwhen.com/growprofits)

Every week GTN receives and analyses epos data from a number of UK garden centres to produce the GTN Bestsellers charts and weekly bestsellers sales tips.

The full charts which provide useful insight into product sales peaks, new trends and new link sales opportunities are published in the weekly GTN Xtra printed newsletter.

As the year goes on we give sales volume comparisons with 2013 as well as 2014 to allow your teams to see variations over a three year period.

Access is by subscription only.  For £145.00 per year you and your team can have access to the most up-to-date gardening sales analysis that has already helped many UK garden centres increase their sales.  To subscribe call 01733 775700, e-mail karen.pfeiffer@tgcmc.co.uk or buy on-line using this link.

Highlights of the GTN Garden Products Bestsellers chart for this week are here

Highlights of the GTN Christmas Products Bestsellers chart for this week are here

Highlights of the GTN Growing Media Bestsellers chart for this week are here

WARNING the GTN Bestsellers Charts seriously improve the business of our subscribers.  Invest 15 minutes each week in improving your sales using the GTN Bestsellers charts and your turnover and customer satisfaction will improve too.

New guidelines covering ‘free from…’ claims on food products have been issued by two leading trade organisations and health campaigners…

The document, from the British Retail Consortium and the Food & Drink Federation, with the support of Anaphylaxis Campaign and Coeliac UK, provides food manufacturers, retailers and enforcement authorities with essential advice on what must be considered before making a ‘free-from’ claim on a product.

At present, with the exception of ‘gluten-free’, there are no specific rules at either UK or EU level governing the use of ‘free-from’ claims; neither is there any publically available guidance for businesses on making such claims.

The BRC and FDF have pooled their expertise to produce easy-to-use guidelines for food business operators, large and small, with the aim of ensuring that ‘free-from’ claims are applied both accurately and consistently across the whole food industry. All food labels, including ‘free from’, must be substantiated and reliable if they are to be safe for consumers.

In addition to helping business operators know when and how to label, the guidance also provides a useful overview of relevant UK and EU legislation and key things to consider with regard to appropriate manufacturing practices and also when carrying out a risk assessment.

The BRC’s Deputy Food Director, Andrea Martinez-Inchausti, said: “A ‘free-from’ claim cannot be taken lightly. A small manufacturer could now confidently understand whether producing a ‘free-from’ product is within their capability. It will also result in more consistency, which means more consumer trust as acknowledged in the foreword to the guidance by FSA Chief Executive Catherine Brown.”

Barbara Gallani, chief scientist, policy and sustainability director at the FDF said: “This guidance on ‘free-from’, which follows on from the publication earlier this year of FDF's Gluten Labeling Guidance, is going to provide food businesses with key information on legal requirements, risk assessment and consumer expectations.

“We are pleased that our long standing collaboration with the British Retail Consortium, Anaphylaxis Campaign and Coeliac UK is continuing to deliver useful advice to businesses and ultimately more consistent labeling for consumers.”

The BRC-FDF Guidance on Free-From Allergen Claims document can be found here