Tim Kershaw, MD of Libra Europe, the premier consultancy to the food supply chain industry, explains why retailers should take part in British Food Fortnight.

The public perception of British Food is changing, after years of negative reports the consumer has now recognised the values that British Food represents. High Quality, Freshness and Environmental Friendliness now feature highly whenever the public is asked for its views on British food.

A recent survey of attitudes revealed that 50% of consumers are now concerned about food miles, a key advantage for home grown food over imports. Interestingly 75% of consumers now state they would buy more British food but believe that retailers purchasing policies are denying them that choice. Amongst the ever growing proportion of the population over the age of 50 the demand is even greater. 54% actively seek out British food and 35% would pay more for a British alternative to imported products.

The recognition that British Food now rates amongst the best in the world is further evidenced by the increasing level of British exports. 2006 represents the highest ever recorded level of food exports reversing a trend of several years of decline. This has been driven by increases in export sales of traditional British products such as beef and beer. In most markets the consumers appreciate the British reputation for best practise farming methods and recognise the superb quality of tradition British fare.

British Food Fortnight presents retailers with a vital point of focus to capitalise on these emerging trends. It also allows everyone to extend and maximise the existing retailer initiatives on local sourcing under a well publicised and relevant umbrella event. The timing of the event 22 September to 7th October fits superbly between the end of summer and Halloween providing a sales focus point during an otherwise quiet period.

The promotion of British Food during the British Food Fortnight in 2006 has, amongst smaller retailers, proved a catalyst to drive significant sales improvements. Sales have grown by up to 30% and over 80% of the products introduced during British Food Fortnight have been retained. The methods adopted by these stores provide a framework that works equally well in the multiples. In store food tasting, the involvement of suppliers both national and local to provide in store support have all proved effective in engaging consumers. The promotion of the key messages about Quality, Freshness and Environmental soundness is the best way forward. It is not about discounting which simply devalues the “British” brand and erodes everyone’s margin, but about focus on the values the products represent.

In short British Food Fortnight provide the retailer with a fantastic opportunity to build on current initiatives, fulfil consumers desires and grow both sales and profits with the support of a nationally recognised and supported event. It would be foolish not to.