376: Differentiation - understanding the consumer
Sir Stuart Hampson President of the Royal Agricultural Society of England and Chairman of the John Lewis Partnership which includes the Waitrose chain of supermarkets has commissioned an independent report on farming and food. This briefing is taken from Chapter III of the report.
Year of Publication2006
Differentiated products need the support of concerted information to become more accepted because consumers lack awareness of the issues and worry about being manipulated by supermarkets. Poor labelling doesn’t help. Awareness could be increased about farming and its benefits and about the distribution of profits. Local produce and seasonality should be promoted because they offer simple stories and appeal to consumers’ self interest.
This item is categorised as follows
- Subject Collection > Arable & industrial crops
- Subject Collection > Food & drink > Food & drink supply chains
- Subject Collection > Food & drink > Local & regional food
- Subject Collection > Livestock & dairy
This is a brief summary of an item in the OpenFields Library. This free online library contains items of interest to practitioners and researchers in the agricultural and landbased industries.
In early 2017, OpenFields Library content will be migrated to its successor site, Farming and Food Futures.