Parents and school-aged children are the target audience of National Bread Week 2018 in Ireland, which will be celebrated from 10-16 September.

The campaign, which is returning for its fifth year, is organised by the Flour, Confectioners and Bakers Association (FCBA) in association with the Northern Ireland Bakery Council. It is aiming to educate parents on the benefits of bread.

The Love Your Loaf branding will return and be used on all point-of-sale material available to participating bakers, sponsors and stakeholders.

Businesses across the supply chain are urged to get involved, from bakers to millers as well as suppliers and retailers.

“There are lots of ways to get involved with the campaign, which last year achieved a record reach and really brought to life the many benefits of all bread, in a positive and engaging way,” said FCBA president Gerald Cunningham.

The focus on online engagement is increasing, he added, with a raft of new content, including videos and recipes, available for supporters to share. 

“There will be a widespread media campaign and supporters and sponsors have access to the campaign logo and other assets. With so many misconceptions about bread, it is vital that, as an industry, we unite to remind consumers of all there is to love about bread.”