The anticipation for a launch event never dies down – and what better way to satisfy that excitement than with the Greater Manchester regional launch of Safe to Trade, the new consumer standard transforming food safety across the hospitality industry?
At Zeus PR, we’ve supported Safe to Trade for multiple years through its pre-launch phase, delivering core PR, social media and influencer outreach. The result? Extended reach for the standard, increased awareness, and meaningful conversations among consumers searching for their next place to eat.
Fast-forward to September 2025. The UK’s leaves have turned orange, summer is firmly in the rear-view mirror, and over 1,000 locations have signed up to the pioneering consumer standard. With the Greater Manchester regional launch date confirmed, the search for an ambassador was underway – and the Zeus team knew we needed a standout figure to drive Safe to Trade into its next chapter.
After a few teas, biscuits and some laps around the local park, we opened discussions with renowned North West Chef Aiden Byrne about joining the Safe to Trade journey. Aiden’s resume speaks for itself, with his most recent venture being the intimate fine-dining experience at LI~LY in Knutsford. Zeus PR played an instrumental role in securing Aiden’s ambassadorship and confirming his attendance at the event, complete with a dedicated speaker slot to inform guests about the Safe to Trade programme.
In the run-up to the event, we worked to build momentum – distributing invitations to industry leaders, professional bodies and foodie influencers, alongside issuing a bespoke pre-event photo call to generate extra buzz.
The launch itself, held at Safe to Trade headquarters in Manchester’s Northern Quarter, unveiled a new trusted mark of excellence designed to prioritise customer health and safety while strengthening consumer confidence across the hospitality sector. With a packed agenda of talks from industry leaders, refreshments and vox pops, the Zeus team was on hand to support Safe to Trade every step of the way.
Joining Aiden at the event were industry leaders, members of the public, and Coronation Street stars Tupele Dorgu (who compered the event), Graeme Hawley and Julia Haworth.
The launch is now being backed by a national marketing campaign, ‘Look for the Logo’, encouraging diners to seek out venues that have been ‘Safe to Trade Approved’ – giving them confidence that their chosen restaurant, bar or takeaway is taking their safety seriously.