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Behemoth
Joined: 01 Dec 2004 Posts: 19023 Location: Leeds
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Posted: Thu Oct 06, 05 8:28 am Post subject: Britons 'lacking food patriotism' |
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From BBC News website
Britons 'lacking food patriotism'
Britons care about taste, but not where the food comes from
Patriotism alone is not enough to sell British food, according to new research conducted by food think-tank IGD. Researchers found 87% of people consider farming to be important to Britain, but only one in five will go out of their way to buy British food.
The study was conducted for food suppliers and the government to find out how to bolster British produce.
It comes as the EU's farmers move from production subsidies towards producing what customers will pay for.
Country of origin seems to be low on the list of what shoppers look for, according to the findings.
The findings suggest customers care primarily about taste, price, and sell-by date.
Where food was produced came a lowly 10th on the list of importance, as rated by consumers.
Consumers' attitudes
However, around two thirds of those interviewed expressed an interest in seasonal and local food.
Sir Don Curry, Chair of the Sustainable Farming and Food Implementation Group said: "Reconnecting the public with the food they eat and how it is produced is one of my key challenges for 2005 and beyond.
"It is essential that we have a better understanding of consumers' attitudes if we are to develop an effective communications strategy."
His sentiments were echoed by Lord Bach, Food and Farming Minister, who said the findings "will provide a valuable evidence base enabling food producers throughout the food chain to develop their communications effort in order to reconnect with the public".
He added: "Our key policy statement on farming and food issues remains the Strategy for Sustainable Farming and Food and reconnection is a major theme of the strategy." |
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