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.

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