The British Frozen Food Federation (BFFF) is celebrating a return to in-person exhibitions by organizing “a-pea-ling on-stand” competition during the March 21-23 IFE (International Food Exhibition) in London.
To win a “starring role” for their product in the BFFF’s upcoming Frozen Food Week campaign, visitors to Stand #4525 will be invited to guess how many peas are in the freezer. There will also be a 10% discount on federation membership to be won.
Announced at the British Frozen Food Federation’s annual luncheon last November, the UK’s inaugural Frozen Food Week will take place in September 2022. Using social media as the main platform to engage with stakeholders, the sustainability credentials of frozen food will be promoted with reduced food waste, better availability and carbon savings as key topics.
Harry Hinks, BFFF’s digital marketing manager, remarked: “Frozen food has been re-evaluated by consumers due to the challenges brought about by the pandemic. We’ve seen stratospheric category growth and are looking forward to meeting face-to-face with people to discuss the sustainability, quality and value credentials of frozen food in advance of our first Frozen Food Week.
“With many in-person events cancelled over the last two years, there’s a real feeling of excitement and eagerness to get out there. We hope to see lots of people on stand to try and guess the number of peas in the freezer!”