Breakfast Week 2015 has kicked off, with bakeries, businesses and schools from around the country holding events to promote breakfasts.
Run by the HGCA, the week aims to encourage people to eat breakfasts to lead a healthier lifestyle.
It is run on behalf of farmers who grow crops like wheat, barley and oats - all ingredients commonly used in breakfast products.
Retailers such as Waitrose have also got involved with the week on social media, by sharing recipe suggestions.
Other organisations are running promotions on breakfast products, and schools are running breakfast clubs.
The week runs from 26 January to 1 February.