Government Response to the Committee’S Fifteenth Report
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House of Commons Environment, Food and Rural Affairs Committee Brand Britain: Promoting and Marketing British food and drink: Government Response to the Committee’s Fifteenth Report Seventeenth Special Report of Session 2017–19 Ordered by the House of Commons to be printed 9 September 2019 HC 2645 Published on 9 September 2019 by authority of the House of Commons The Environment, Food and Rural Affairs Committee The Environment, Food and Rural Affairs Committee is appointed by the House of Commons to examine the expenditure, administration and policy of the Department for Environment, Food and Rural Affairs and associated public bodies. Current membership Neil Parish MP (Conservative, Tiverton and Honiton) (Chair) Alan Brown MP (Scottish National Party, Kilmarnock and Loudoun) John Grogan MP (Labour, Keighley) Dr Caroline Johnson MP (Conservative, Sleaford and North Hykeham) Kerry McCarthy MP (Labour, Bristol East) Sandy Martin MP (Labour, Ipswich) Mrs Sheryll Murray MP (Conservative, South East Cornwall) David Simpson MP (Democratic Unionist Party, Upper Bann) Angela Smith MP (Liberal Democrat, Penistone and Stocksbridge) Julian Sturdy MP (Conservative, York Outer) Powers The Committee is one of the departmental select committees, the powers of which are set out in House of Commons Standing Orders, principally in SO No 152. These are available on the internet via www.parliament.uk. Publications © Parliamentary Copyright House of Commons 2019. This publication may be reproduced under the terms of the Open Parliament Licence, which is published at www.parliament.uk/copyright. Committee reports are published on the Committee’s website at www.parliament.uk/efracom and in print by Order of the House. Evidence relating to this report is published on the inquiry publications page of the Committee’s website. Committee staff Ian Blair (Committee Assistant), Ian Bradshaw (Committee Clerk), Jonathan Finlay (Committee Specialist), Andy French (Committee Specialist), Beth Goodwin (Senior Committee Assistant), Xameerah Malik (Senior Committee Specialist), Annabel Russell (Committee Assistant), Ben Street (Second Clerk), Joe Williams (Media Officer). Contacts All correspondence should be addressed to the Clerk of the Environment, Food and Rural Affairs Committee, House of Commons, London SW1A 0AA. The telephone number for general enquiries is 020 7219 7341; the Committee’s email address is [email protected]. You can follow the Committee on Twitter using @CommonsEFRA. Government Response to the Committee’s Fifteenth Report 1 Seventeenth Special Report The Environment, Food and Rural Affairs Committee published its Fifteenth Report of Session 2017–19, Brand Britain: promoting British food and drink (HC 1039), on 27 June 2019. The Government response was received on 2 September 2019 and is appended to this report. Appendix Introduction The Government welcomes the report published by the EFRA Select Committee on the 27th June 2019 on Brand Britain: promoting and marketing British food and drink. It provides a timely opportunity to highlight how we can work in collaboration with industry to showcase our high quality products, and strengthen the positive perception of the British food and drink brand around the world. We look forward to continuing to work with the sector to support our exporters, both existing and new, in maximising their potential. We have taken on board the recommendations provided by the Committee and provide our responses to each of them below. Response to the EFRA Committee recommendations: British consumers 1. Research shows that origin is important to some British consumers, but purchasing behaviour is primarily driven by price. (Paragraph 7) Whilst price, when viewed in isolation, appears to be the most important factor in the decision making process, the existing evidence1 shows a more nuanced picture of the drivers of consumer purchasing. Consumers tend to place more emphasis on information such as price, brand name, special offers and familiarity but they also report strong values and preferences with regards to origin and provenance (as well as other issues such as sustainability, nutrition and quality). For example, the majority of consumers think it is important to support British farmers and producers. However, when consumers are asked questions about their own purchasing behaviours, this becomes less consistent. Fewer consumers report that they prefer to buy British food, where possible. A minority of consumers appear to check where food was produced before buying. This suggests that provenance plays a role, however, it does not always translate to purchasing. This can also vary depending on the type of product that is being purchased. 1 Published statistics from the 2016 and 2018 FSA Food & You survey. Supported by data from unpublished sources such as the Mintel, 2019. UK Food Tracker: British Food Attitudes. 2 Government Response to the Committee’s Fifteenth Report Those individuals who actively engage with country of origin labelling or provenance, predominately use it in relation to meat and fresh fruit and vegetables, rather than uniformly across their purchasing. 2. The Government should introduce requirements for the origin of characterising ingredients in food products to be specified on labels. This would enable consumers to make informed choices. (Paragraph 10) The Government has committed to review food labelling when the UK has left the EU. This will consider origin labelling which will take into account what has been achieved already through voluntary initiatives. It is worth noting that the majority of meat and dairy products sold at retail have transparent origin labelling. This has been provided voluntarily for meat and dairy ingredients. On Exit from the EU, rules on food labelling will be carried over into UK law by the Withdrawal Act. This will include requirements concerning origin labelling and also primary ingredients (which will often be the characterising ingredient). Although this latter provision will not take effect in EU law until April 2020. As we await confirmation of the terms under which we will exit the EU, we have not at this stage prepared domestic legislation that would implement the provision around primary ingredients in the UK. As soon as is practical following consultation, we will make a decision on how this section of the EU Regulations (1169/2011) might be enacted in the UK. 3. The Government should explore the potential of blockchain and similar technology to increase transparency and traceability in the food supply chain. This could be useful for consumers when buying food and drink products with multiple ingredients and where ingredients may have crossed international borders during processing. (Paragraph 11) The Government is aware that one of the key strengths of UK food and drink exports is our reputation for quality and traceability. As such, the government is exploring the use of blockchain (and related technologies) in the food supply chain. We have convened a Food Network, with stakeholders from central Government and industry, to explore the application of such technology, identify potential uses, and determine how it can be taken up. Work to date has focused on meat (beef and pork) supply chains, but we are also working with HMRC to see whether it can be used in wine imports from Australia. We are also starting to explore application of this technology to fresh produce. We are formally evaluating this work and are gaining an understanding of the technology and IT market through practical application. Key issues include the importance of interoperability, setting data standards when sharing data through the supply chain, the need for different governance arrangements for a distributed operating model, and the security questions associated with using such a model. International markets 4. Research suggests that awareness of British food and drink is low in international markets. This provides an opportunity for improvement, particularly if promotion is tailored Government Response to the Committee’s Fifteenth Report 3 to the values of each market, for example emphasising the safety of British food in China. More research should be done into some overseas markets to work out the best way to promote British products overseas and ensure greater exposure to British food. (Paragraph 23) The Government currently uses research from campaign partners including VisitBritain and the Agriculture and Horticulture Development Board (AHDB), as well as insight identified through working with in-market specialists across Government and industry, to gain an understanding of what factors are most important in each target market. This includes identifying how best to communicate to buyers and consumers in specific markets and the qualities of UK food and drink that will most appeal to them. The research informs our campaign narrative, which includes quality, safety, heritage and innovation of UK food and drink at its core. The Government is carrying out additional research into priority export markets. This research will aid both Government and industry to gain a better understanding of the market trends and potential barriers that exporters may face. It should help UK businesses better identify export opportunities in the future. The Government is determined to promote UK food in new markets. Extensive work is underway to do this, much of which is set out below in response to different recommendations in the report. 5. International market research to support exports