The “Shake Up Your Wake Up” campaign is about to showcase the most important meal of the day as part of a national initiative.

Farmhouse Breakfast Week, which is aimed at raising awareness of the health and nutritional benefits of breakfast, will run from Jan 20-26.

The special week of activity takes place every January, and encourages people to eat a healthy breakfast every day through the use of ingredients such as speciality bread, cereals, and butchers’ style bacon and sausages.

The week will feature schools taking part in breakfast clubs, fundraising events or educational classroom activities to engage pupils.

Participating food businesses will be running activities such as competitions, highlighting local suppliers or holding tasting sessions.

There are categories for schools, caterers and food services, retailers and farm shops, farmers’ markets, farmers, restaurants and cafes, and B&B’s.

The campaign states that breakfast is the most important meal of the day, yet one in four consumers are still regularly skipping the meal.

During last year’s campaign press coverage worth £2.8 million was achieved in national and regional newspapers, consumer print and broadcasts.

Participants will also be able to share their breakfasts with the nation during Farmhouse Breakfast Week by taking part in #BreakfastWatch, which aims to be the biggest ever online celebration of breakfast.

Simply upload photos of your breakfast with the tag #BreakfastWatch via Twitter, Facebook, Instagram or Pinterest and the campaign will share them with breakfast lovers across the country.

Farmhouse Breakfast Week is now in its 14th year and is organised by HGCA, which is the cereals and oilseeds division of the Agriculture and Horticulture Development Board (AHDB) 

Further details can be found at www.shakeupyourwakeup.com

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