British Triathlon feel peanut power as Whole Earth announce new sponsorship


Today Whole Earth Foods (WE) was announced as an Official Supplier to British Triathlon.

Today Whole Earth Foods (WE) was announced as an Official Supplier to British Triathlon.
The organic and natural peanut butter brand is a natural fit for British Triathlon as the high fibre, 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. From today, Whole Earth will share insider tips, inspiring both experienced triathletes and newcomers to the world of triathlon.
Triathletes have used peanut butter within their training process 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 proven to aid the recovery process and adds value to other Sports Nutrition. Whole Earth Peanut butter contains a significant level of protein, which provides much needed amino acids to muscle.
The relationship 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 wider opportunity to make a difference, helping improve PBs and encouraging others to get involved.
To mark the launch of the relationship with British Triathlon, Whole Earth are releasing a range of materials to help triathletes from beginners to veterans improve their PBs aiming to motivate, educate and improve triathlon performance and general fitness across Britain. From today 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 CEO, said today: ‘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’.
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