Alan Coxon met at Number 10 Downing Street and the Prime Minister’s office where he was invited to assist in the Government’s international GREAT Britain campaign.
Alan says, “I am honoured and extremely proud to be a part of the GREAT Britain campaign and I hope that my involvement will make an impact and a difference for the British food, beverage and tourism industries.”
Alan Coxon’s skills and experience as a multi award-winning chef, culinary innovator, TV presenter, author and food archaeologist makes him the ideal candidate to represent and promote the British food, beverage and tourism industries as part of the GREAT campaign.
Working closely alongside Visit Britain, the national tourism agency and UK Trade and Investment, the campaign kicks off in April 2014.
Alan will be helping to promote and expose British food and drink around the world, with the aim of increasing awareness and generating export opportunities.
Alan remarked, “Wherever I go around the world I love to extoll the virtues of our GREAT British culinary heritage; where every ingredient has a place of birth and every recipe a creator. We have a fantastic menu of dishes that have travelled the globe and evolved through the centuries that remain truly GREAT today.”
Over his 30 year career in the industry, Alan Coxon has made numerous important contacts which he will be using to his advantage, having worked in leading hotels and Michelin starred restaurants across Europe, cooking for royalty, heads of state and stars of stage, screen and music.
In addition, Alan will be wearing his ‘Food Archaeologist’ hat helping to promote the culinary heritage within British Tourism.
Alan added, “I am looking forward to working with all the partners involved in the GREAT Britain campaign that are pro-actively working towards making a positive difference around the world and allowing me this opportunity to assist and represent my country in this way.”
At The Artisan Food Trail we’re also looking forward to this campaign and wish Alan every success in carrying it forward on behalf of Britain’s food and drink industry.
Objectives of the GREAT Britain campaign
The over-riding objective of the GREAT Britain campaign is to generate jobs and growth for the UK economy. The campaign generated £500m for the UK economy in its campaign’s first year, and an estimated £600–£800m in 2013/14.
The campaign contributed to:
- A record year for British tourism in 2013.
- Significant increases in applications for undergraduate study in the UK from target markets like India, USA and Brazil.
- More than 1100 UK companies receiving support for their export plans.
- Nearly 600 new inward investment leads, which led to five companies establishing new operations in the UK.
Alan Coxon on The Artisan Food Trail