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Local Food Marketing

Local Food Marketing. David Lamb SAC Food & Drink 25 th March 2013. Consumer Issues - Trust. Source: IGD ShopperVista , January 2013. Consumer Issues – British Food. Base: IGD Shopper Vista - All main shoppers Feb 2013. Consumer Issues – UK Farming.

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Local Food Marketing

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  1. Local Food Marketing David Lamb SAC Food & Drink 25th March 2013

  2. Consumer Issues - Trust Source: IGD ShopperVista, January 2013

  3. Consumer Issues – British Food Base: IGD Shopper Vista - All main shoppers Feb 2013

  4. Consumer Issues – UK Farming Base: IGD Shopper Vista - All main shoppers Feb 2013

  5. Consumer Issues – Local Food Base: IGD Shopper Vista - All grocery shoppers Feb 2013

  6. Consumer Issues – What’s the answer?

  7. Labelling – make it clear

  8. Sourcing – making it clear

  9. Community Retailing • Retail Environment • Customer Service • Local Foods • Added Value options • Producer Profiles • What is local – maps, messages and ethos • Unique Selling Point • What are people looking for? • Why do they come • What do they buy • Repeat Customer

  10. Think Local • The Think Local project has been in development over a number of years, looking to bring together initiatives on local food and drink in Scotland • In October 2012, Rural Affairs & the Environment Secretary Richard Lochhead announced that the proposal would receive £2.5m in funding over 3 years. • Effective delivery commences in April 2013, with a focus on 5 streams • Added Value • Farmers’ markets and events • Local food retail • Regional development • Collaboration • SRUC receives £1m, of which over half is delivered to sub-contracted delivery partners

  11. Think Local • Think Local has specific delivery objectives • Increase turnover in Farm Retail by £20m   • Create 25 new businesses in local food and drink   • Increase the number of events in food and drink fortnight to 300   • Create 6 thriving food and drink networks   • Reducing food and drink poverty in 5 of Scotland’s urban areas   • Developing community food and drink retailing in 5 of Scotland’s rural areas   • Delivering 9 new applications for Protected Food Name status   • Delivering 5 Showcase events for local and regional food • 2014 will be a focus for delivery, with a target for local food inclusion at the Ryder Cup, Homecoming Scotland and the Commonwealth Games

  12. Think Local – Community Food Fund • In addition to the £1m core funding, £1.5m will be committed to fund additional regional and national initiatives • Homecoming Scotland will receive £250k to support the inclusion of local food and drink at events across Scotland • Projects can apply for funding, which will be assessed on a quarterly basis from April 2013 • Applications will open in March 2013, with guidance available online • Projects will receive up to £50k per annum • Support will be allocated based on proposed and actual achievement of stated outcomes, which should be aligned to those of the overall project

  13. What will happen next ? Base: IGD Shopper Vista – May 2012

  14. What should you be doing? • Be honest about what is in your food • Be clear where it comes from • Let consumers know how and where it is produced • Listen to consumers • Realise that right now, all consumers are interested in their food

  15. Thank you

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