More good news has emerged this week from the IGD (Institute of Grocery Distribution), this time in the form of a survey looking at the consumer trend to buy more local food.
According to the report, 30% of shoppers have specifically purchased locally-produced food in the past month, compared with 15% just four years ago.
A similar number (31%) also said they would like more local products available to them, compared with 12% in 2006, as consumers look to improve freshness, reduce food miles, support farmers and keep jobs in the countryside.
The growing demand for local food does not come as a complete surprise, however - least of all to us at Farmers Weekly who were very much behind the push for local food with our Food Miles Campaign in 2006...
But it is certainly reassuring that the message is getting through to consumers that "Local food is miles better". Many farmers are already benefiting directly, and many more stand to gain as the trend continues.
This latest report follows another survey just two weeks ago highlighting the growing trend for consumers to buy their groceries on-line, with the IGD saying this is set to double in the next five years.
The two trends compliment each other perfectly.
Clearly it is important for local food producers to have a local presence - to put in an appearance at local shows and events, to have a stand at the local farmers' market and to engage in leafleting and advertising through local media.
But harnessing the force of the internet is becoming equally important, both as an advertising medium and as an ordering facility, for go-ahead businesses looking to expand their sales.
By definition, local food means food that it produced and consumed within a fairly tight geographic area. But by clever, strategic use of the worldwide web, the market for that produce can be grown exponentially.
* For more blog postings click here. And why not receive regular email alerts
| Tweet |
|
Leave a comment
Want a user icon? Get a Gravatar!