In 2021 we partnered with Love British Food, the organisation behind the Autumn campaign ‘British Food Fortnight’ which, for the last 20 years, has been promoting food of British provenance to consumers in the grocery sector over 2 weeks in September and October.
England Marketing designed a survey on the importance of British food, which was promoted throughout the campaign and in the following month in order to understand consumer awareness of food campaign activity and where they found out about such events, as well as the attributes of food they buy, what they look for and whether they are willing to pay more for British produce. We also asked them to tell us about who they felt was responsible for promoting British food, who was doing it well and who could do more. Additionally, respondents were asked whether they knew about the food standards of British produce compared to imported produce and how familiar they are with the various quality marks such as Red Tractor, RSPCA Assured and LEAF.
Who needs to read this?
This report is valuable to the entire supply chain – for consumers to gain an understanding of where they sit in terms of buying British and for all elements of the the supply chain - helping retailers to see where they are not reaching their customers with marketing campaigns, through to informing growers and suppliers on where more must be done to promote standards, values and benefits to the consumer from the ground up – literally.
British provenance needs to mean more
British produce is high on the agenda for most shoppers, with over half prioritising purchasing British where possible, primarily to support the British farming industry. Consumers are not clear about the transparency of the messaging that the retailers are using to support or promote British food and would struggle to know what their chosen retailer’s policy on British produced food is. The standard QA Marks, despite being familiar to consumers, still don’t have a clear narrative on what they promote or enforce.
We hope you enjoy the read, and if you would like deeper dive information on any specific elements, then please get in touch.
You can view the report here.
We are happy to send you a free pdf copy - please email hello@englandmarketing.co.uk to request