NFU President, Ben Gill today announced his support for a series of roadshows which aim to bring together farmers and supermarket buyers to build a more secure future for UK farming.
Go deeper with GlobalData
The deepening crisis in UK farming was graphically illustrated by Government figures announced last month which revealed that workers are leaving the industry at the rate of 450 every week.
MAFF census figures state that in the twelve months to June 2000 almost 24,000 farmers and farm workers abandoned the industry while farm incomes have plummeted by 70 per cent over the last five years. This at a time when investment levels are at a thirty year low.
One supermarket believes that part of the problem is the failure by much of the industry and meat farmers in particular to form themselves into co-operatives to pool their resources and knowledge and strengthen their selling power.
To support the industry and help tackle the workforce haemorrhage Somerfield, together with the National Farmers’ Union, is launching its ‘regional promise’ with a series of roadshows, to give farmers the chance to talk one-to-one with its buyers. Over the last twelve months the supermarket’s meat and produce buyers have gained valuable experience of selling produce from local farming co-operatives like the Cotswold Sheep Group.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataThe success of Somerfield’s regional sourcing policy and farmer-owned brands like Cotswold Quality Lamb, Peak District Beef and Lamb and Northumbria Beef and Lamb has, the company believes, shown there can be profit in participation and that appealing to local customers is key to survival.
“We want to talk directly to farmers about how they can help themselves: how they can work together with supermarkets and suppliers to build new markets and create new opportunities.” said Keith Jackson, Somerfield’s buying director.
“Our customers have proved that they are enthusiastic about local foods. With increasing globalisation and real concerns about food safety shoppers are demanding the reassurance and freshness of local foods and want the chance to show their support for farmers.”
Somerfield buyers are now looking to increase the number of farmers supplying local stores and to substantially increase the availability and range of local fresh meat and produce.
“This is not about looking backwards it’s about taking a new approach to marketing British meat and British produce and building a secure future for our farmers,” said Jackson.
A national freephone line number 0500 691 913 has been set up with the NFU for farmers to find out more about their local roadshow.
Note to Editors:
The Ministry of Agriculture Fisheries and Food – Agricultural and Horticultural Census: 2 June 2000 reported a decline in the agriculture labour force in England – 18/12/00.
- 23,800 jobs lost in the five months to June 2000
- Full-time farmers down by 3.65% last year
- Total number of farm employees down by 12.4%
- Between 1998 and 2000, 41,100 jobs have been lost
Background:
Somerfield launched its regional initiative in 1999 with Scottish beef, lamb and poultry and later that year Welsh beef and lamb. Recognising a genuine demand for locally produced foods the supermarket went on to launch a number of English regional brands during 2000 including Cotswold Quality Lamb and Northumbria Beef and Lamb in partnership with established farming co-operatives.
Under the initiative Somerfield has replaced its own label fresh meat with the farmers’ own regionally branded produce in store. The move has clearly struck a chord with local shoppers, who are demanding ever greater traceability and support for British agriculture, resulting in marked sales increases:
- Cotswold lamb (launched in June 2000) sales up 40 per cent
- Northumbria Beef and Lamb (launched October 2000) sales up 25 per cent
The initiative is also working for fresh produce with promotions on British beans, a commitment to sell only British cauliflowers and support for regional lines like Jersey courgettes, Cornish potatoes and Kent apples. Fresh produce will now form an integral part of Somerfield’s ‘regional promise’ – marketing fresh fruit and vegetables on their quality and regional identity.
Somerfield has over 600 stores in predominantly town and rural locations
It spends over £300 million every year on British meat and produce
For further information please contact Pete Williams, corporate press office, Somerfield Stores Ltd. on – 0117 935 6347.
Or for National Farmers’ Union contact Rebecca McAuley, press officer on – 020 7331 7397.
The following release comes from the NFU:
8 January 2001
NFU JOINS FORCES WITH SOMERFIELD ON REGIONAL PROMISE
Farmers will get the chance to talk one-to-one with buyers at Somerfield to help them build new markets in a scheme launched by the supermarket with the help of the NFU.
Somerfield has set up its “regional promise” initiative to give local farmers direct access to its buyers through a series of roadshows taking place in NFU regions around the country over the next two months.
The scheme aims to encourage farmers to form marketing co-operatives to supply their local Somerfield stores with meat and produce and follows the success of Somerfield’s regional sourcing policy with brands like Cotswold Quality Lamb and Peak District Beef and lamb.
The NFU has worked with the supermarket to arrange the scheme, which includes a national freephone number* for farmers to find out details of the roadshow in their area.
NFU President Ben Gill said: “It is extremely good news for farmers that Somerfield is responding to its customers’ demands for local foods.
“An increase in the number of farmers supplying local stores providing the quality, choice and range of fresh local food to the customer can only be a boost to the industry during what is a very difficult period.
“The NFU has been urging farmers for some time to work together to form co-operatives to give them more strength in the market place and this scheme will help them achieve just that.
“Talking directly to buyers will help farmers understand how they can work with the supermarkets to their mutual benefit and create new opportunities.”
Notes to editors:
*Farmers can ring 0500 691913 to find out details of their local roadshow.
Media can find out further details of the scheme by calling Pete Williams, Somerfield corporate press office, 0117 935 6347.
