Whole Earth Foods has been announced as an Official Supplier to British Triathlon. The organic and natural peanut butter brand is seen as a natural fit for the national governing body for multisport in Britain as… ‘the high fibre [and] protein content are perfect for fuelling performance especially in endurance sports like triathlon.’
The three-year deal will see Whole Earth support British triathletes ‘in their quest to be fuelled to achieve their personal triathlon challenge.’ Whole Earth will share insider tips on fuelling and nutrition, helping to inspire both experienced triathletes and newcomers to the world of triathlon.
Triathletes have used peanut butter within their training regime for a number of years and it is regarded by some as a secret weapon pre-race and whilst competing. The quick, accessible snack has also been shown to aid the recovery process when consumed as part of a healthy diet and in combination with other sports nutrition products.
Whole Earth notes that its peanut butter contains a significant level of protein, and in turn provides much needed amino acids to muscle.
The relationship with national governing body British Triathlon comes at a key time for triathlon in Great Britain, where the sport continues to grow in both popularity and participation. With over 500 clubs and over 900 registered events around the country, there is a growing pool of talent and a wider opportunity to make a difference, helping improve athletes’ PBs and encouraging others to get involved.
To mark the launch of the relationship with British Triathlon, Whole Earth is releasing a range of materials to help triathletes – from beginners to veterans – improve their PBs. The information will aim to motivate, educate and improve triathlon performance and general fitness across Britain.
Going forwards, Whole Earth and British Triathlon will be releasing short films covering: what to eat, advice on how to tackle your first triathlon and some insider tips from Britain’s leading world-class triathletes.
Zara Hyde Peters OBE, British Triathlon’s outgoing CEO, said “We’re hugely excited to be adding a household name like Whole Earth to our current sponsor family. With the sport of triathlon growing so rapidly, we believe that Whole Earth share our aim to support triathletes at all levels deliver their best performances, whilst adding real value in growing the sport’s profile and promoting excellence within the triathlon community.”
Gill Hesketh, Marketing Director at Whole Earth Foods said “We believe that there is a link between eating good, natural foods and sporting success. To be involved with triathlon, where participation is growing and standards are improving, we see it as our role, using our product to make a difference. Through our product, our advice and our passion for the sport, we can help beat PBs and help continue the increasing success of the sport.”
Whole Earth Foods was founded in 1967 by Craig Sams and his brother Gregory to bring natural foods to consumers as they believed such products are ‘better for body and planet’. The brothers created Whole Earth, pioneering the production of organic and natural foods. These products ‘were made available to a wider market for those who wanted to eat healthy, tasty food and also cared about the planet.’
www.wholeearthfoods.com
www.britishtriathlon.org
