SF-October-2020

@specialityfood 8 “Cheap food is just too expensive” T he industrial revolution that started around 1800 was a major turning point in our history. We invented wide scale industrialisation and almost every aspect of ordinary people’s lives was affected. By the mid- eighteenth century, Britain was the world’s leading commercial nation with a trading empire that literally spanned the globe. But it led to a large-scale population movement away from the land to towns and cities. Most people became unconnected to farming, relying instead on others to supply their food. This disconnect is more acute than ever. Fast forward just over 200 years, and the widespread industrialisation of food production has reached such a point that you can only use the most unethical and unhealthy shortcuts to get to the price points demanded by the major supermarkets. This was epitomised in 2013 by the ‘revelation’ that the Findus beef lasagne range in the UK contained 60% to 100% horsemeat. It contained meat from a Romanian abattoir delivered to a trader in the Netherlands who contracted a Cyprus trader to sell the frozen meat to a French meat processor who then sent it to Comigel to make into a ready meal. They have a factory in Luxembourg where 200 employees produce 16,000 tonnes of frozen ready meals every year and sell them to people like Findus who put their brand on it. Despite the number of links in this chain, they can still deliver a SUE NELSON Farm shops, greengrocers and independent food halls were the heroes of lockdown for many communities. Consumers who were on the hunt for a safe place to shop with during the peak of the coronavirus crisis were drawn to their local speciality food shop, but now, as restrictions ease, the challenge for these retailers will be holding on to their new customers. Ceri Ritchie, head of food & drink at SAC Consulting, part of Scotland’s Rural College (SRUC), says that staying relevant and embracing developing market trends will be the key to success. “The cynics say that the majority of customers will just revert to type and move back to their traditional mainstreamUK grocery multiple buying habits – and many probably will,” Ceri says. “But research by various organisations suggests that they will share their shopping basket over a number of outlets.” So how can small businesses ensure that they’re staying at the front of their customers’ minds? Ceri suggests that new trends are emerging as the lockdown eases, and local retailers should “think laterally” about how to package and promote their range and offers to make the Last year, 400,000 people signed up for Veganuary – The Vegan Society’s campaign that encourages people to adopt a purely plant-based diet for the first month of the year. It was a huge jump from the 250,000 in 2019, and 2021 is set to be even bigger, not least because of the COVID-19-effect that’s led to a heightened awareness of the link between the food we eat and our health. This year, over 1,200 vegan products and menus were launched for Veganuary. It also saw the first Veganuary offerings from fast-food giants KFC, McDonald’s and Burger King. Deliveroo witnessed a 78% increase in orders of vegan dishes. Retailers were caught up in the hype too, with sales of plant-based most of these opportunities. New consumer trends include socialising at home, holidaying in rural places and healthy eating, as well as an appreciation for local produce. Ceri says that shops can benefit by focusing on their “local story”: “Socialising is largely happening at home with barbecues, parties and picnics and the great British staycation is a major opportunity – and not just for the summer season. Businesses need to emphasise their community role, their place in the locality, their local story or to link to local traditions, heritage celebrations, landmarks and activities. “Can you provide the ‘walkers’ picnic, the ‘munro baggers’ lunch or the ‘beach brunch’?” Ceri asks. Alternatively, with many still working from home, how can you business cater to easy-cook food and healthy snacks? For those returning to work, healthy pre-packed options will also be sought after. Value for money will also be an important issue for shoppers going forwards. “Your offer needs to match your customers’ perceived needs and aspirations, and to help them to achieve a safe, fulfilling experience both out shopping and when they are products like Hellman’s Vegan Mayo growing nearly 400 percent in Tesco, and M&S’s Plant Kitchen No Chicken Kiev selling at a rate of four every minute since its 2nd January launch. For retailers, in-store activations will always be beneficial as a way of upselling vegan products. You may also consider setting up a vegan section if you haven’t already done so. Traditional forms of advertising such as physical posters and flyers may also help spread the word. As ever, communications have a strong role to play. It’s worth engaging with your customers through digital platforms such as newsletters and social media. Spread the message about what you’ll be offering throughout the campaign, cooking, eating or drinking at home.” Still, there will be an increased focus on locally sourced, meat-free and plant-based meals due to health and environmental concerns, and this gives shops the chance to tell the story behind their products, Ceri says. The road ahead won’t necessarily be easy or straightforward, so above all shops should continue to listen to their customers to understand the changes in behaviour that will influence their shopping habits. “It’s more important than ever to keep close to your customers, take the opportunity to speak to them and gather feedback to understand what influences their buying behaviour and make your business and your product offering relevant. Undertake research of your customers and, if possible, take advantage of available research provision.” Independent shops have the advantage of being able to pivot quickly to new changes in consumer behaviour, and Ceri says they should learn from the past as they look to the future. “Local food and drink businesses were the heroes of lockdown and have the opportunity to continue be the heart of their community.” any new products you’ll be stocking for a limited time, and any offers you may have. You may also consider sharing plant-based recipes, perhaps even through videos shot in situ for those who also have a café or restaurant. LIFE BEYOND VEGANUARY Veganuary lasts just 31 days of the year. So, what happens during those remaining 334 days? Remember that the Veganuary campaign often gives the ‘vegan-curious’ the opportunity to test the waters of a plant-based diet. You, too, may use the month to test the water with new products and activations to see how they may fit in with your business during the rest of the year. Post-lockdown trends – and how speciality shops can cash in How to capitalise on Veganuary 2021 £1.99 frozen family meal. Farmers’ markets and artisan food retailers do not sell expensive or luxury food; the price you see reflects the true cost of ethical production. Unfortunately, it gets compared to artificially cheap industrialised food. The dishonesty and lack of transparency in the sourcing of food is shocking, but it’s the hidden costs of the most awful public health issues that make cheap food so expensive in the long run. Public Health England estimated that the NHS spends around £6 billion annually on overweight and obesity-related ill-health. As they put it: “Annual spend on the treatment of obesity and diabetes is greater than the amount spent on the police, the fire service and the judicial system combined.” Meanwhile, cheap sweets and sugary drinks are ruining the nation’s teeth. According to the Local Government Association, hospitals extracted multiple teeth from children and teenagers in England over 42,000 times in a year. Each involved a general anaesthetic with the cost to the NHS around £36 million. It is clear that the supermarkets and large brands have lost control of quality and traceability. Only the government can help with brave legislative measures that should not be party-political but supported by all MPs for the good of our health. Spending should be prioritised to educate our children and their parents to confidently buy, cook and value real food. Boris has declared war on obesity and I hope that includes some form of tax on artificially cheap food so that it has to compete on a level playing field with our farm shops, local delis and independents that provide us with traceable, locally produced products and always have. Sue Nelson presents The FoodTalk Show with Holly Shackleton. foodtalk.co.uk