International Lifestyle Magazine Issue 55 | Page 13
Further to a meeting at Number
10 Downing Street and the
Prime Minister`s office It gives
me great pleasure to announce
that
Alan
Coxon,
multi
award-winning chef, culinary
innovator, TV presenter, author
,international judge and food
archaeologist has been invited
to assist in the Government’s
international GREAT Britain
campaign.
Starting in April 2014, Alan will
be representing and promoting
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.
Taking on a multifaceted role,
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. Alanwill
be leveraging the contacts
he has made over a 30 year
career in the industry, 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 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.
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.
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”.
The overriding 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
f