Why the “Bring Back the Sunday Roast” Campaign Matters for British Farming

At S Thorogood and Sons our roots are firmly in British soil, shaped by a family farming heritage that follows every season. The recent call to bring back the Sunday roast struck a chord with us. It feels bigger than a slogan. It is an invitation to reconnect with our food, our countryside and the people who grow and raise it.

What the campaign is about

The idea is simple and powerful. Revive the traditional Sunday roast as more than just a plate of food. It becomes a moment of togetherness, a weekly pause, a celebration of British ingredients grown and produced with care. The message is that this tradition has faded in some homes and that its return could help families rediscover real food from real farmers.

This is not simply a look back at the past. It is a practical way to place British farming at the centre of daily life again, encouraging households to choose British meat and British vegetables and to value where their food comes from.

Why it matters for farmers and wholesalers

Promoting British produce

Choosing British ingredients for a roast supports growers directly. Each meal becomes a small act of backing local farms, rewarding quality and shortening the journey from field to table.

Rebuilding community through food

The Sunday roast has long been a weekly anchor. It invites people to sit together, talk, slow down and share. At a time when life moves quickly, that rhythm feels needed again and the campaign speaks to that desire.

Creating market demand

From the perspective of wholesalers and suppliers, demand helps shape what is grown. Renewed enthusiasm for the Sunday roast can encourage steadier demand for British roots, cabbages, leafy greens and other seasonal staples. That helps growers plan with greater confidence.

Strengthening the story of British farming

The campaign also shines a light on an important truth. British farms are not only producers. They also hold stories, memories and community ties. Keeping those stories alive helps customers understand why provenance matters.

How S Thorogood and Sons supports this vision

Supplying the right produce

We already work closely with trusted farmers to supply vegetables that belong at the centre of a roast. Parsnips, carrots, swedes, cabbages, kale and many others travel from farm to market through our hands.

Championing British sourcing

Although our main focus is fresh produce, we recognise that a roast is a harmony of meat, vegetables and sides. We value partnerships across the supply chain where British origin and quality come first.

Talking with customers

We encourage our retailers, greengrocers and market customers to stock seasonal British vegetables and to remind shoppers of the joy of a shared roast. A simple sign or conversation can help reconnect people with this tradition.

Sharing the story

Through our communications we will continue to explain why this movement matters. It reflects our own values as growers, wholesalers and caretakers of British farming heritage.

A fresh opportunity for British farming

Bring Back the Sunday Roast is about more than a single meal. It is about understanding why food matters, how traditions root us in place, and how weekly habits can support farms across the country.

For S Thorogood and Sons, this feels like a natural fit. From field to fork, from grower to table, it allows our heritage to continue living in the kitchens and conversations of families across Britain.