OXFORDSHIRE bread will be on the official Olympic Games menu, but the company involved cannot be named because it is not an official sponsor.
The London Organising Committee of the Olympic Games (LOCOG) this week revealed a sample menu of the food for sale at 40 locations during the Games.
About 14 million meals are expected to be sold at the Olympics, but the local supplier that won the contract to provide bread had to sign away the right to publicise itself.
LOCOG spokesman Helen Holman yesterday said: “They are not an official sponsor. They signed this no-marketing agreement.”
Items on the official menu include ‘freshly-carved Dingley Dell hog-roasted Red Tractor pork, served in Oxfordshire cross-hatched bread roll’ for £6.50, or ‘Red Leicester British cheese with British apple chutney and farm-assured lettuce on Oxfordshire bread’ for £3.80.
London 2012 chief executive Paul Deighton said: “We have gone to great lengths to find top-quality, tasty food that celebrates the best of Britain.”
But Graham Jones, spokesman for the ROX traders’ association in Oxford, said the British flavour was being lost.
He said: “If it’s an Oxfordshire firm and they have a good contract it seems daft they have to be anonymous.
“One appreciates the large sponsors are putting a huge amount of money in so we are not left with any major debt. But unless there is a sponsor in competition I can’t see the problem,” he added.
Geoff Coleman, owner of the Cornfield Bakery in Wheatley – which did not win the contract – said: “It seems a bit strange.”
He added: “I would have thought if somebody has won that contract they should be able to tell people about it.”
His bakery is making a special Jubilee loaf in the shape of a crown and hopes to make an Olympic-themed bread.
But Mr Coleman said he would steer clear of the Olympic logo as he knew it was protected.
Traders last month hit out at strict rules governing traders when the Olympic Torch comes to the city on July 9.
Restrictions at the official South Park event mean stall-holders will have to cover up any brand names on their products.