National Bread Week took off in Ireland this year, baking up 62,000 tweets on Twitter about the event.
The campaign, which encouraged customers to ‘love your loaf’, was organised by the Flour Confectioners and Bakers Association (FCBA), and kicked off at Bord Bía in Dublin by Senator Fergal Quinn, TV chef Rachel Allen and dietician Dr Mary McCreery.
Retailers waved the flag for Irish bread by using campaign POS, putting stickers on packs of products and running events, promotions and competitions around the event.
As part of the event McCloskey’s Bakery made and unveiled the world’s largest soda bread on St Stephen’s Green, Dublin.
FCBA president Patrick McCloskey said: “We are delighted on how the campaign was received by businesses, consumers and the media alike. Ireland has such a strong bread heritage which we felt needed to be celebrated.
“We would like to thank every business and everyone who got involved in the week to make it such a great success.”
National Bread Week was supported by AB Mauri, Andrew Ingredients, Andrew’s Flour, Bakels, Cloverhill Food Ingredients, Daly Foods Ireland, DCL Yeast, Flogas, Gempack Foods, Ireks, Irish Flexible Packaging, J C Brow Packaging, James A Finlay Foods, JDS Foods, Kells Wholemeal, Macphie, Neill’s Flour Mills, O’Brien Ingredients, Puratos, Pure Ingredients, Rank Hovis, Valeo Foods (Ireland), Shackleton’s Milling and Zeelandia.