The Pot Kiln leads the way for "Just Ask" in Berkshire

The Pot Kiln in, Berkshire, is the first restaurant in the county to sign up to the Country Land and Business Association's (CLA) Just Ask, a new initiative aimed at encouraging consumers to ask where the food on their plate comes from whenever they're out for a meal - whether in a hotel, restaurant, pub, canteen or roadside café. The campaign – which coincides with the CLA's centenary year – will, says the CLA, help raise awareness in restaurants, pubs and other food outlets that there is now a clear preference for locally sourced, quality British food. 

The Pot Kiln, where local food is a passion, joins a growing number of business which have signed up to Just Ask, following its launch on January 9 at 10 Downing Street , attended by the Prime Minister, Tony Blair, David Miliband, Secretary of State for the Department for the Environment, Food and Rural Affairs (DEFRA) and celebrity chef Lesley Waters from BBC's Ready, Steady, Cook.  

Chef and Pot Kiln proprietor Mike Robinson said: "We stand up for proper food. I know the people who produce the food, what they feed their animals and how those animals have been looked after. I love to be able to tell customers exactly what they are eating." It is typical for meat served at the Pot Kiln to have travelled fewer than 10 food miles from field to plate. Vegetables are grown in the Pot Kiln's garden, and Mike Robinson emphasises that "seasonality is critical" for healthy, tasty food.

"By using local suppliers we are putting money into the local economy, and when people travel from far away to eat at the restaurant, that also brings money to this area," he added.

The Pot Kiln specialises in game, most of which is supplied by Alan Hayward of Vicar's Game Ltd, in Ashampstead.

CLA South East regional director, Rupert Ashby, said: "Each time a customer goes out for a meal at a pub, restaurant or café, we want them to ask if the food on their plate is from a UK supplier

"British food is better for the environment, better for animal welfare and ensures that local farms and producers have a future, which is why we are keen to gain the support of as many South East food businesses as possible.

"The UK imports over £20 billion worth of food each year.  The Just Ask campaign aims to use consumer pressure to help ensure we end up with more British food on our plates, increasing the amount of local suppliers and producers in the UK food chain.  British food ensures British farms and British producers have a future and can continue to provide the countryside we all enjoy.

" We want the public to support  our campaign by making sure that each time they buy a meal out – whether its in a pub, restaurant or roadside café – they ask if the food they are being served is provided by local suppliers or, at the very least, produced in Britain."

The CLA will be working with regional food interest groups through its regional food chain advocates to promote Just Ask across the country. It will also be encouraging the public to sign-up to the Just Ask campaign at www.cla.org.uk/justask

Facts and figures:

The total UK expenditure in the food service sector is worth £74 billion and provides 1.4 million jobs, supporting 108,000 businesses (Source: Defra);

The total UK expenditure in the household food and drink sector (including supermarkets) is £78 billion supporting 187,000 jobs and 13,800 businesses (Source: Defra);

In 2005 a total of 3,146 tonnes of meat and 1,216 tonnes worth of dairy products were imported to the UK from the US (Source: Defra);

There are about 2,000 farm shops and 550 farmers markets across the UK (Source: FARMA 2006)

What next for the Just Ask campaign:

This is the start of a year-long consumer awareness campaign focusing on consumer choice;

The campaign will link into the Year of Food and Farming which begins in September 2007 which aims to reconnect people with food and farming;

MPs will be encouraged to sign an EDM supporting the campaign which will be tabled later this year;

The CLA will work with regional food interest groups through its Regional Food Advocates to promote Just Ask across the country.  Details of local events are outlined below;  

The public can find out more and are encouraged to sign-up to the Just Ask campaign at www.cla.org.uk/justask