Just returned from a few days in the French Pyrenees attempting to learn to ski with the family. A glorious break - no didn't break a leg - just completely overwhelmed by the beauty of the place and the quality of the food. It's often said that we Brits have a lot to learn from the French in terms of making the most of the provenance of our food. Regionality is such a big thing wherever you go in France...... cheese, wine, bread, meat......wherever you look there's choice beyond your wildest dreams and fantastic merchandising and information about the origins of the produce, how it was crafted and its connection with the local area.
Some pockets of the UK have cracked the local food opportunity though. I was recently in an Asda store in Kendal, Cumbria and stunned to see no less than 14 odd gondolas taken up with local food from local farmers. Much of it was under the Plumgarths label, pioneered by FW's Farmer of the Year John Geldard. John has been working with many Cumbrian producers to supply the local restaurant and hotel trade, Centre Parcs and Asda. Their achievements in gaining so much floorspace for home-grown grub in one of the major retailers is remarkable, particularly as it is not isolated off in its own location. All the local produce is mainstreamed with relevant products and sits alongside the big brands. In some cases, the local line is selling so well that it's taking space from traditional best sellers.
John Geldard's own free range eggs had three times as much shelf space as Asda's own label and were selling like hot cakes. Having cooked an omelette with John's eggs last night, I can see why. The store manager is totally committed to the local food concept because it's great for business and he's constantly looking at ways to expand the range and market the products better.
Asda deserve praise for their efforts on local food and the Kendal store is a fantastic role model for others to follow. Apparently, the retailer is now looking to expand the local food concept in Kent next.
Is anyone aware of other stores making their mark on local produce? Let's hear about it.