PRESS RELEASE REPORT

LONG SUTTON AGRICULTURAL SOCIETY’S

GROWING CUSTOMERS CONFERENCE

EAST OF ENGLAND SHOW GROUND

The recent Conference held at the East of England Show Ground to improve Marketing for Farmers & Growers emphasised the growing and supply of local produce. The Conference was organised by the Long Sutton Agricultural Society, (Established 1837) with some 120 delegates attending

Economist for Clydesdale Bank, David Tinsley explained the significances of the world economy, this recession will show the slowest growth in world GDP since the early nineties, he suggests that consumer spending will fall sharply as household budgets fall and debts repaid. Investment spending will also be cut back, food and agriculture is unlikely to escape the downturn, export markets are being hit and domestic markets are under pressure. David pointed out there will be a focus on value, in the medium term the economy should recover when this occurs, the sector is well placed to gain from the expanding demands particularly with the fall of sterling. Declining consumption in Dairy looks set to continue. The fall in sterling provides opportunities in some of the market which makes Branding important.

Gary Markham of Grant Thornton emphasised 10 steps of marketing business i.e. Define generic marketing leads. Examination of consumption systems. Measure segment size, trends and territory size. Identify and evaluate channels of distribution. Develop marketing strategy. Plan detail and control. Gary suggested that many farming business have some form of non farming income. Assess opportunities maximise profit.

Nationwide Produce MD Tim O’Malley spoke of, Brand markets, stating: choosing your

Grower/Customers is very important for continuity of product. Diversification of product range.

Avoid heavy investment in production and transport. Understanding customers need for size grading and quality. Exchange Grower groups. Utilise whole crops by grading full product range.

Add value to supply chain.

Tesco’ s Regional Marketing Manager Elizabeth Rouse illustrated Three Key Elements of Sourcing:

Sourcing Local Brands. Championing Local National Brands. Packaging produce & meat to reflect Growing area. Tesco will stock more local lines. Be more accessible to Small Local Suppliers. Ensure Local is for all customer types. They must meet our quality standard. They must enhance not duplicate the range. They must have demonstrable regional and customer relevance. Regional facts, Lincolnshire grows 20% of all the UKs Vegetables, the percentage of English produce that come from the East 37% Vegetables, 24% potatoes, 38% bulbs/flowers, 17% sugar beet. We process nearly twice as many Chicken in Lincolnshire every week than people live in the county.

Geoff Dodson states: To be professional Experts are necessary to define marketing strategy and plan, his Professional checklist refers to; Scope of service, Ability to grow with your business. Willing to team play. Good chemistry. Strategic thinking is the Key to success.

Alan Pateman. Elgoods Brewery guided Delegates through the production, Branding and Marketing of an Independent brewery.

Richard Self runs a small farm in Suffolk, Richard is also Regional Product Manager of EFFP. He highlighted Marketing, Independent and impartial advice, opportunities for adding added value, capturing value, benefits of whole supply chain, volume of product, quality assurance, efficiency of process as healthy catering is becoming increasingly important.

TV Chef Rachael Green, stated; she is passionate about local foods, being a Lincolnshire farmers daughter she grew up collecting eggs, lambing ewes, vining peas, is proud of her close relationship with growers and the farming world and passionately promotes, branding and local food at every opportunity.

TV Chef Rachael Green, stated; she is passionate about local foods, being a Lincolnshire farmers daughter she grew up collecting eggs, lambing ewes, vining peas, is proud of her close relationship with growers and the farming world and passionately promotes, branding and local food at every opportunity.

Farmer/Flower Grower and weekly columnist Matthew Naylor illustrated the advantages of production on a smaller scale.

East of England Agricultural Society’s Chief Executive Andrew Mercer explained the changes and challenges of the East of England show and the many other events held throughout the year.

Brown & Co. - Partner Paul White, informed Delegates procedure of the Grant Process, successful applicants receive up to 50% support

And last but not least, Organics were brought to the fore by Andrew and Sally Jackson who market their ‘Pink Pig’ brand they highlighted the success of their organic business on their two farms, Farm Shop and Restaurant winning, in 2005 the coveted FARMA Farm Retailer of the Year, the Farmers Weekly Best Alternative Enterprise reciting how they achieved and supply a large range of organic produce to a leading supermarket.