make the difference
Branding and innovation
make the difference
Despite recent doom and
gloom, speakers at the
Langford Food Industry
Conference were upbeat
about the future for British
livestock products.
Marianne Curtis reports
COMMODITY selling leaves British meat vulnerable to competition from imports, so strong emphasis on branding and innovative food technology are key to differentiating it and adding value.
That was the message from speakers attending the Langford Food Industry Conference in Bristol. As well as conventional producers, organic farmers are also vulnerable to imports so branding is key, said Helen Browning, whose 120-sow Wilts-based unit produces most of the UKs organic pork.
In some EU countries, pigs can be converted to organic by offering organic feed only in the growing and finishing period, whereas in the UK the total system must be land based. This allows other countries to produce the product more cheaply, so product differentiation is important, she said.
"We are committed to selling products through packaging which supplies information and uses cartoon characters to inject an element of fun. We are tired of seeing virtuous ticks on meat products and are unafraid to use pig graphics on the front, as well as a suitable for carnivores logo."
There has also been a tendency to confuse farm assurance with branding, which limits creativity, said Ms Browning. "A farm assurance logo is not the same thing as a brand. There are too few brands in the meat industry, which needs invigorating to create more excitement when customers view shelves."
However, branding need not be restricted to niche products. Before foot-and-mouth struck, branding was playing an important part in marketing British lamb in France, said Farmers First group marketing director Mike Gooding.
"With UK lambs able to be sourced and transported to Holland for about £50 last year, compared with similar animals from Romania at £14, we must move away from marketing based solely on price.
"All markets must be regarded as niche markets. Before exports stopped, Farmers Fresh lamb was cut in France to meet French consumer requirements and well presented in packs. Regional branding such as Welsh, Scottish or Cotswold is also more important to French consumers than farm assurance."
But branding alone is not enough and it must be supported by innovative product development, said Mr Gooding. "We must better understand changes in eating habits, lifestyles and tastes Europe wide."
The rise of processed foods and growth in catering is obvious. There is an opportunity to bring some benefits of traceability and regional branding to these sectors."
MEATMARKETING
• Listen to customers.
• Need more brands.
• Product development crucial.
Innovation and an expansion of branding are required to boost the appeal of British meat, believes Mike Gooding.