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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

Local Food Marketing

David Lamb

SAC Food & Drink

25th March 2013

consumer issues trust
Consumer Issues - Trust

Source: IGD ShopperVista, January 2013

consumer issues british food
Consumer Issues – British Food

Base: IGD Shopper Vista - All main shoppers Feb 2013

consumer issues uk farming
Consumer Issues – UK Farming

Base: IGD Shopper Vista - All main shoppers Feb 2013

consumer issues local food
Consumer Issues – Local Food

Base: IGD Shopper Vista - All grocery shoppers Feb 2013

community retailing
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
think local
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
think local1
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
think local community food fund
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
what will happen next
What will happen next ?

Base: IGD Shopper Vista – May 2012

what should you be doing
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