Food Provenance - UK - March 2008

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• British bounces back
• Role of the media
• Influence of affluence
• The retail divide
• Communicating provenance
• Mixed messages
• Internal Market Environment
• Key points
• What' s on my plate?
• From farmers' markets to gastropubs
• Fit for a queen
• Education, education, education
• Out of the kitchen, into the classroom
• McCain' s Potato Story
• Vegetables in disguise
• Co-op sponsors farm visits
• Compulsory cooking lessons in schools
• Product labelling
• Labelled with love
• Information overload?
• Legislative framework
• Protected Designation of Origin (PDO)
• Protected Geographical Indication (PGI)
• Traditional Speciality Guaranteed (TSG)
• UK playing catch up
  • Figure 1: UK products with Protected Designation of Origin or Protected Geographical Indication statue, February 2008
• Enforcement
• Ringing the changes
• What' s in a name?
• Provenance attracts price premium
• Who do price rises benefit?
• Foreign origin
• Broader Market Environment
• Key points
• Greater affluence
  • Figure 2: Trends in pdi and consumer expenditure, 2002-12
• Population continues to rise
  • Figure 3: Trends in the age structure of the UK population, by gender, 2002-12
• Growth in number of ABs
  • Figure 4: Forecast adult population trends, by socio-economic group, 2002-12
• Few and far between foodies?
  • Figure 5: Agreement with selected lifestyle statements, 2003-07
• Strengths and Weaknesses in the Market
• Strengths
• Provenance = premium prices
• British food back in fashion
• Media focus
• Increasingly affluent population
• Impact of food scares
• Weaknesses
• Increased competition
• Too much information?
• C2DEs don' t engage
• Uncertain economic outlook
• Few real gourmets
• Companies and Products: Certification and Accreditation
• Key point
• Red Tractor
• The RSPCA Freedom Food Scheme
• LEAF (Linking The Environment and Farming)
• The Soil Association
• Who conducts inspections?
• Companies and Products: Trade Bodies
• Key point
• Food From Britain
• Regional Food Group for Yorkshire and Humber (RFGYH)
• Taste Shetland
• Seaweed Lamb from Burland
• Hill Lamb from Brindister
• Companies and Products: Producers
• Key point
• McCain chips in to help British farmers
• Young' s Seafood highlights sustainability
• Duchy Originals
• Fayrefield
• Companies and Products: Retailers
• Key points
• Waitrose
• M&S
• Sainsbury' s phases out battery eggs
• Asda
• Farmers markets and farm shops
• Ludlow Food Centre
• Brand Communication and Promotion
• Key points
• Wyke Farms emphasises family roots
• Walkers pushes its ' Britishness'
• Young' s Seafood sails the world
• Dairy Crest highlights Red Tractor
• M&S promotes ethics
• Waitrose
• The Co-op promotes provenance
• Food Provenance -- What Do People Look For?
• Key points
• Importance of British origin
  • Figure 6: Factors in food and drink purchases, December 2007
• Clear differences by demographics
• Women care more
• Wealth plays its part
• Waitrose shoppers weigh up purchases
• What Do Shoppers Consider Most Important?
• Key points
• Four in five consumers rank animal welfare highly
  • Figure 7: Factors in food and drink purchases, by rank, December 2007
  • Figure 8: Factors in food and drink purchases, by rank, December 2007
  • Figure 9: Average ranking for factors considered important when buying food and drink, December 2007
• Appendix -- What do Shoppers Consider Most Important?
• Factors influencing food and drink purchases -- detailed demographics
  • Figure 16: Most popular factors in food and drink purchases, by detailed demographics, December 2007
  • Figure 17: Next most popular factors in food and drink purchases, by detailed demographics, December 2007