BRITISH food exporters need to gain an understanding of consumer needs in different countries if the UK’s farmers are to fully reap the rewards of overseas trade, according to AHDB.
In its latest edition of the Horizon Brexit series, AHDB argues that a ‘one-size-fits-all’ approach to unlocking export opportunities should be avoided and that we cannot rely on ‘Brand Britain’ alone to boost sales.
The report, focuses on international buying behaviours and looks at exporting from a consumer perspective. It highlights the need for industry to monitor and adapt to the needs of each marketplace to create more opportunities.
The study included responses from more than 4,500 consumers in nine countries – from key UK export markets in North America, Europe, Gulf States and Asia – around what motivates and drives them to choose the food they buy.
Among the key findings was that, while seven out of the nine countries surveyed said ‘quality’ was the most important factor, both China and Japan stated ‘food safety’ as critical in their food choices.
Christine Watts, AHDB chief communication and market development officer, said: “Concerns and priorities vary by market and many could benefit from tailored messaging to appeal to these different interests.
“For instance, in China and Japan food safety is critical. Communication to these markets needs to be tailored to meet the desires of consumers so they know more about the safety of the food they eat.”
The report also closely considers the impact of ‘British’ branding overseas and looks at some of the opportunities and challenges this holds in a post-Brexit world.
Steven Evans, AHDB consumer insight manager and author of the report, said: “The research looked to capture the reaction to ‘Brand Britain’ and understand objectively how other countries see us. We found that many consumers have not had direct exposure to British food products and, therefore, have not had the opportunity to build a firm view of their qualities.
“This highlights that exposure to products and clear branding is necessary to drive awareness and build brand reputation.”
Other key aspects from the report include how different sectors also have different drivers in buying behaviour. For example, while quality was important for both meat and dairy, price featured second in the list for meat while freshness was the second highest purchase motivator in the dairy industry.
Also, promoting the same meat cuts across all countries would not be beneficial for British exporters as lifestyles, tastes and food choices differ around the world.
AHDB International Market Development Director Dr Phil Hadley said: “Often, what we as a British consumer perceive as a good product message will not be relevant for all export markets.
“For example, the Chinese Sunday roast is not commonplace but Dong Po Rou (braised pork belly) is. Both hold a similar association as they both use larger joints but each fit very different meal occasions.
“We also know that a Chinese consumer is comfortable to view the whole journey from farm to fork. But it would be dangerous to assume that the same approach across all export markets will result in the same sales performance.
“A one-size-fits-all approach doesn’t allow for customisation and adapting to meet specific domestic demands. It is critical that British food producers don’t make assumptions that their product has the same relevance across all markets.”
Last Golden Eagle of Wales found dead
WALES will no longer see the golden eagle fly through the skies after the last of its kind was found dead by a walker in Abergwesyn Valley, near Llanwrtyd Wells.
The Golden Eagle was native to Wales, Europe and North America and due to human persecution had begun to die out, the last breeding pair being found in Snowdonia in 1850. It is one of the best known birds of prey in the Northern Hemisphere, but unfortunately Wales will not see the bird in action for a very long time.
The female bird of prey was being watched and followed by the presenter of Spring Watch, Iolo Williams, and will appear in the last episode of the latest show ‘Iolo: The Last Wilderness of Wales.’
The company behind the television show which captures the highlights of Welsh wildlife, Aden Productions, commented on the extinction of the Golden Eagle. Taking to twitter, a statement read:
“Our whole crew was shocked and saddened to hear about the demise of our beloved Cambrians golden eagle, the last golden eagle to fly wild in Wales. We hope our final episode of Iolo: The Last Wilderness of Wales is a fitting tribute to her.”
It is still not known how the female bird died, leaving questions for bird lovers, but plans are being made by the Eagle Reintroduction Wales project to reintroduce the bird of prey back into Welsh wildlife is under way. However, it is explained that this is not a simple process. They will firstly need Natural Resource Wales to issue a license which does take time.
The Golden Eagle has not left the UK completely and can still be found in the far North of Scotland.
Big Farmland Bird Count returns
JIM EGAN has sent out a rallying cry for people to pick up their binoculars and go bird-spotting for the Big Farmland Bird Count (BFBC) which returns on Friday, February 8.
The passionate organiser of the count, organised by the Game & Wildlife Conservation Trust (GWCT), is urging farmers, land managers, gamekeepers and all wildlife enthusiasts to spend 30 minutes recording what species they see on their patch of land from February 8th to the 17th.
Your support will help identify the farmland birds that are flourishing due to good conservation methods and ones in need of most support.
“It would be fantastic to see even more farmers to take part in the count this year,” said Jim.
“Counting birds on farms is a great way to recognise what species are there as well as being an opportunity to take time out and see the benefits of work such as wild seed mix and supplementary feeding.
“Taking part and submitting results enables us at GWCT to shout about the important conservation work many farmers are doing.
“We want landowners to be proud of their efforts. We will make sure that the public and policymakers hear about what can be achieved on Britain’s farms. The BFBC is a very positive way to showcase what can be achieved.”
Backing this vital citizen-science project, running for the sixth successive year, is the NFU, which is this year’s sponsor.
President Minette Batters is vowing her support to the count by going bird-watching on her farm in Downton, Wiltshire.
She will be joined on day one with GWCT biodiversity advisor Pete Thompson, an advocate of the count, both of whom will be ready with their binoculars, notepads and sharpened pencils, recording what they see.
“I am delighted to be taking part in this year’s GWCT Big Farmland Bird Count which the NFU is pleased to be sponsoring for the very first time,” she said.
“It’s becoming an important national event where thousands of farmers and growers around the country are able to take stock of and importantly, take pride in what they find on their land.
“The NFU supports initiatives like the Big Farmland Bird Count as without sound management of the environment, enhancement of habitats, protection of wildlife and support for pollinators and soils, we do not have farming businesses.
“So, I would encourage all farmers to take part, and also remember to submit your records to the GWCT, so we can pull together a vital national snapshot of the state of the nation when it comes to farmland birds.”
A record-breaking 1,000 people took part in last year’s count, recording 121 species across 950,000 acres.
A total of 25 red-listed species were recorded, with five appearing in the 25 most commonly seen species list. These include fieldfares, starlings, house sparrows, song thrushes and yellowhammers. The most plentiful of these were fieldfares and starlings, which were seen on nearly 40% of the farms taking part.
At the end of the count, the results will be analysed by the Trust. All participants will receive a report on the national results once they have been collated.
New Flock and Herd Health Officers
HYBU Cig Cymru – Meat Promotion Wales (HCC) has appointed two new Flock and Herd Health Officers to its ambitious five-year Red Meat Development Programme, designed to equip Wales’s lamb and beef industry for a changing future.
The posts are key to delivering the programme’s commitment to helping farmers achieve on-farm efficiency and drive best practice in proactive animal health planning.
The programme is supported by the Welsh Government Rural Communities – Rural Development Programme 2014 – 2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.
Lowri Reed hails from a farming background near Llanon in central Ceredigion, whereas Lowri Williams is from Llanfihangel y Creuddyn near Aberystwyth, and is a graduate in Animal Management and Welfare from Harper Adams University.
Dr Rebekah Stuart, the coordinator of the Flock and Herd Health Project at HCC, said: “We’re delighted to have recruited two officers with experience and knowledge of agriculture and flock management to this important strand of work.
“There are few things that can have as great an impact on the efficiency and bottom line of a livestock enterprise as a proactive and coordinated approach to animal health and eradicating disease.
“The project will help farmers to work with vets to put health plans in place and monitor their effectiveness. Since opening an initial expression of interest window late last year at the Winter Fair, we’re encouraged by how many farmers are keen to be involved. We look forward to working with them to put this exciting project into action.”
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