The Shake Up Your Wake Up campaign
includes an annual Breakfast Week (usually the last week in January)
celebration championing the importance of breakfast which takes place every January.
Breakfast Week is managed by HGCA and run on behalf of arable farmers who grow crops such as wheat, barley, oats and oilseed rape. The purpose of the campaign is to raise awareness of the benefits of eating a healthy breakfast and demonstrate the wealth of wonderful breakfast produce available around the country. We want to encourage people to think about where their breakfast foods come from and support the cereal farmers who produce it.
All stages of the food chain, from farmers to food producers and retailers to consumers are encouraged to get involved and hold events during the week to promote the importance of starting the day with breakfast. Activities include tasting sessions, breakfast competitions, cookery demonstrations, special breakfast menus and school breakfast clubs to name just a few.