Shoppers like kitemark, claims NFU

4 April 2000

Shoppers like kitemark, claims NFU

By FWi staff

TWO-THIRDS of shoppers believe the National Farmers Union kitemark designed to boost sales of British food is eye-catching, claims the organisation.

Research carried out on behalf of the NFU shows that the logo will convince 60% of consumers to buy the food on which it features, said the union.

Full results of the nationwide survey by market research experts Taylor Nelson will be released on Wednesday (5 April), added an NFU spokeswoman.

Although the kitemark has had a frosty reception from farmers and FWi users, consumers questioned for the survey appeared more receptive.

The survey found that the logo stands out on pack, conjures up an image of farming and would tip the scales when deciding what food to buy, she said.

Helen Lo, NFU head of food and marketing, said the research showed that the new logo would boost sales of food produced under farm assurance schemes.

“We are confident we will get the message across to consumers about the high standards which will underpin this logo,” she said.

Pollsters questioned 2100 adults to test how noticeable the mark was, the key messages it communicated and to what extent it would influence purchases.

When asked what the mark could represent, 72% of those said it conjured up an image of farming, with 60% saying it represented British farming.

Surprisingly, said the NFU, more of the public associated a tractor with livestock farming than arable farming.

Another 60% of those questioned said they would be more likely to buy produce on which the logo featured than food without the kitemark.

The research was carried out face-to-face, with consumers in a real shopping environment, using the logo as it would appear on produce.

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