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Free research investigating the perceived disconnection between English consumers and British farming/farm produce
Includes:
- Consumers attitudes to the farming sector and British food
- The stimuli that generate positive emotions towards British farming
- How associations vary by product category
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IGD research in 2004 found overwhelming public support for maintaining British farming and an appreciation of British food, but it also suggested a disconnect between consumers and food production, farmers and the countryside. Despite their instinctive support for British farmers, too few consumers convert this into an active preference for buying British food.
Connecting Consumers with Farming and Farm Produce investigates this disconnection and explores any positive and credible attributes which might stimulate more shoppers to pick British products from the shelves.
The results provide unique opportunities for some retailers and foodservice operators to set themselves apart and deliver what shoppers want using domestic production.
Sections include:
- 'Country of Origin' as a Driver of Purchase
- Desire to Buy British Food
- Personalisation
- Seasonality
- Heritage
- Standards
- Maintaining the Countryside
- Cooking Behaviour
- Buying British and supporting farmers
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