FML launched the first ever British Poultry Awards in 2017 off the back of the highly successful British Turkey Awards which FML had staged for over 20 years. The objective was to make the event even bigger and better, encompassing chicken, duck and goose as well as turkey products.
Working with the British Poultry Council, FML worked with all the key industry players including farmers, retailers, manufacturers, agricultural supply chain, foodservice and brought them all together under one roof to celebrate and reward the very best in the British poultry business.
The planning started many months ahead of the event, and every detail was handled by FML - from bringing in sponsors of the award categories, preparing and distributing entry forms, shortlisting, organising invitations to writing programmes and speeches and much more.
The activity was two-fold. The first was the judging day which was organised by FML and consisted of booking a chef and a venue big enough to cook dozens of poultry products to a timed schedule. We enlisted a panel of high profile judges and co-ordinated deliveries from producers across the country. It was a large-scale operation with over fifty poultry products cooked, tasted and expertly judged by our panel. All ran very smoothly, thanks to years of experience from the FML team.
The second task was to arrange and manage the awards ceremony for 250 people. A glamorous black-tie event held in the ballroom of the Sheraton Grand Park Lane, consisting of champagne and duck canape reception, a bespoke 3 course dinner using chicken and turkey (a result of a separate Student Chef awards competition) after dinner entertainment, casino and live band. The awards were presented by TV chef and champion of British produce, Brian Turner and over £6,000 was raised on the night for chosen charity, Bloodwise.
All winners received a trophy and were given the opportunity to use a dedicated ‘Winners’ logo on pack and on their marketing materials.
This first British Poultry Awards ceremony has already gained recognition as one of the major events in the industry calendar, with many sponsors already signed up for 2018 and retailers saving the date.
Feedback was very positive with many agreeing it was a great event for networking within the poultry industry.
Awards logo was used on retailer POS and across billboard campaigns.
Following on from the British Turkey Awards it remains one of the few awards ceremonies that retail buyers are committed to attending and schedule into their marketing plans
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