The Sustainable Restaurant Association (SRA) has launched a new consumer social media campaign to encourage the general public to seek more information about the food on their plate when they eat out.
Five years after its launch as a trade association in 2010, the SRA has grown from 50 members to 5,000 and is now going one to step further to help the food industry best communicate the sustainability message to consumers.
Food Made Good will officially launch at the Abergavenny Food Festival on September and will be urging the public to commit to one action when eating out to help #MakeFoodGood.
Diners can choose from one of the actions provided – such as asking for tap water instead of bottled – or create their own and then write their pledge on a napkin, take a photo and post on Twitter, Instagram and Facebook, announcing their pledge with the hashtag.
A number of high profile chefs have also been lining up to join in, including Raymond Blanc and Richard H Turner and the campaign was launched after the results of a new survey revealed the increasing importance of sustainability criteria in a diner’s decision making process.
Most notably, the survey, conducted by Harden’s for the SRA, found that more than 90% said they would be more likely to choose a restaurant if it told them about the provenance of their food as well as their impact on society and the environment.
Mark Linehan, managing director of the SRA, said: “Food Made Good celebrates everything that goes into making eating out a genuinely good experience. Foodservice businesses that ignore their customers’ interest in sustainability or fail to communicate about the good things they do, do so at their peril. Instead they should be celebrating their suppliers, and highlighting their positive impact on the community and the environment – helping their customers enjoy their meals that little bit more. Food has a story and diners want to hear it – so our advice is that if you want to be running a successful hospitality business – tell that story.”