Brakes launch new 'We Care, Because You Do' campaign

The campaign is designed to help care providers to manage a range of budgetary and practical challenges

Brakes, the UK's leading food wholesaler, has launched a new campaign aimed at helping care providers manage a range of budgetary and practical challenges being driven by labour shortages and food price inflation. Its new ‘We Care, Because You Do’ campaign highlights the additional support and resources available to care home owners and managers, procurement specialists and chefs, over and above its market-leading range of food, drink and catering supplies. 

Cathy Amos, Head of Healthcare Customer Marketing, at Brakes comments: "At Brakes, we understand the financial strain and regulatory uncertainties care homes face in delivering exceptional dining experiences amidst food inflation challenges and government funding social care uncertainty.Our relaunched expert care home page is a testament to our commitment to supporting care home operators and catering managers by providing them with practical advice and innovative solutions at this time.“We aim to empower care homes to continue providing residents with nutritious and enjoyable meals while navigating these difficult circumstances.”

The campaign comes as research carried out by Brakes has found there’s been a 179% rise in online searches for ‘care home food menu’ over the last year and a 100% rise for ‘care home nutrition’ over the last three months alone, suggesting that there is a real need for fresh menu ideas and nutritional advice within the care industry.

The company has also updated its dedicated care page on its website to provide insights into how care caterers can save money, reduce waste and manage kitchen skills shortages. Other key resources include a free downloadable four week menu cycle plan. Specially prepared by Brakes’ healthcare lead development chef, in-house nutritionist and category team, it helps with meal planning and ensures residents can enjoy a varied, nutritious diet, even under financial constraints. Other features include product guides and dish ideas that range from allergen-friendly options to culturally specific menus, a downloadable calendar, designed to help prepare themed menus for special occasions, easy to read factsheets and a free AfN accredited nutritional online training course, the only one of its kind in the UK.

Danny Silcock, Healthcare Lead Development Chef at Brakes, adds: “Working as a chef in care can often seem challenging with lots of diverse and individual needs as well as having to cater for breakfast, lunch, dinner and snacks.Accordingly, we have created lots of useful material that will help, support and inspire care home caterers with everything from new recipe ideas to a solid four-week menu cycle that is nutritionally balanced and several videos including IDDSI that staff can access any time of day or night.”


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