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Local and Artisan Food: a Case for Supermarket Space? Authors Local and artisan food: A case for supermarket space? Authors: Michelle Dunne & Dr Angela Wright (Cork IT). The aim of this research study is to explore how the Irish consumer relates to local and artisan food products, and, in particular, to investigate whether Irish consumers would consider the supermarket environment as a suitable location and space for the purchase of local and artisan food items. Relevant secondary literature was examined, a gap was identified, and this was followed by a quantitative primary research approach. The empirical findings were collected from a comprehensive online survey which resulted in a remarkable 14,646 respondents. This rich data enabled the researchers to thoroughly examine the characteristics and behaviour displayed by Irish food retail consumers when deliberating various elements relating to local and artisan food products. A noteworthy finding from the current study is that 98.8% of respondents would like to be able to purchase local food products in a supermarket. This research also reveals that 76% of respondents expect to pay either less than, or the same price, for local food products, as they do for similar standard food products in supermarkets. Interestingly, 66.5% of respondents are either ‘very likely’ or ‘likely’ to increase their food ‘spend’ on local and artisan food products in the next twelve months. This research will be of direct benefit to parties involved with, and connected to, the grocery retail sector in Ireland. This includes multinationals, Irish owned stores, and independent grocery retailers. Local and artisan food producers will also benefit from these findings, and especially organisations such as Enterprise Ireland and Bord Bía who aim to support Irish businesses and grow the success of the Irish food story. Keywords: Local, Artisan, Supermarket, Discounters, Farmers’ Markets, Multiples Market, Retailer, Consumer. Introduction & Research Context The shop is a theatre. The shop floor is a stage; the customers are your audience: it’s a performance! (Dunbar, 2012). This empirical research study is an academic investigation of ‘local and ‘artisan food’ and the case for supermarket space through the lens of the consumer. The identifiable characteristics of consumer behaviour in relation to local and artisan food are researched and analysed. This research explores the meaning of the terms ‘local’ and ‘artisan’ food and the importance of knowing the country of origin of such products to the consumer. This study investigates whether or not the consumer is interested in or likely to purchase local and artisan food products from a supermarket, how they would like such products displayed and what price they are willing to pay for local and artisan foods in various outlets, including Irish and internationally owned supermarkets. Bord Bia (2013) purports that the rising importance of local food and produce will continue to play a key role for large retailers in building stronger emotional connections with shoppers, and supporting the communities in which they operate. In the past number of years, farmers markets, food fairs and food festivals have become increasingly popular and the range of local and artisan food products available to sample and purchase at such events is far more extensive than what one can purchase from a supermarket. Does a gap exist therefore to have more accessibility and availability of local and artisan food products in Irish supermarkets? If this space was available on Irish supermarket shelves for local and artisan food products, would customers purchase them in this different environment, outside of the normal farmers’ markets? The selling of fresh food within supermarkets would be a move back to core, historic, shopping habits; a future that resembles the past where food is organic, local, fresh and delivered daily. One way in which this can be achieved is by the allocation of an in-store ‘farmers’ market’ space where food can be displayed in a more natural, relaxed environment (Fitch.com, 2014). According to Bord Bia (2012), people continue to take an interest in the story of the food journey— how things are made, and by whom. This research seeks to identify if the consumer has a real interest in the origins of their food and food journey when considering local and artisan food products, and if the same interest would come to the fore when presented with these foods in a supermarket setting. According to Collins (2012), there is an increasingly positive perception of locally produced food, with consumers wanting to know the source of their food. Literature The Grocery Retail Landscape According to Cox and Brittain (2004), retailing has historically been viewed as the sale of goods to the consumer through retail shops. Today, however, retailing is a rather broader term, encompassing the internet as well as physical locations (Cox and Brittain, 2004). Retailing can be defined as the sale of goods to the public in relatively small quantities for use or consumption rather than for resale (Oxforddictionary, 2012). According to Henchion and McIntyre (2012), the grocery retail sector in Ireland is made up of the major multiples, symbol groups, independent retailers, local markets and speciality independents, e.g., greengrocers, butchers, etc. In the UK nowadays, most food, besides that sold in markets, is sold through some form of retail outlet such as multiples, cooperative societies or independent retailers (Bareham, 1995). In Ireland, SuperValu and Superquinn, now combined under the umbrella of Supervalu, are now grocery market leaders in Ireland with a market share of 24.9%. Tesco have lost market leadership and currently have a 24.7% market share. Dunnes Stores have 22.7% and total discounters (Lidl and Aldi) have a 20.8% market share (Pope, 2015). The Supermarkets Sector Blythman (2007) outlines that the supermarket has become the new forum for the modern civic landscape; and a new community village destination in its own right. Supermarket groups have done extremely well for themselves and for shoppers, as they provide a broad range of products in a pleasant and safe environment (Seth and Randall, 2011). According to Raven, Lang and Dumonteil (1995), the ability to supply fresh seasonal foods from around the world is one of the supermarkets’ proudest boasts. Modern supermarkets have transformed the life of the shopper and now, instead of having to trail around various shops, the consumer can make one trip to one shop which stocks almost everything (Raven, Lang and Dumonteil, 1995). Seth and Randall (2011) suggest that supermarkets have undoubtedly driven thousands of small shops out of business. Farmers’ Markets Farmers’ markets restore something lost, but not forgotten – contact with the seasons, (Planck and Slater, 2013:4). Bord Bia (2012) reports that, at a farmers’ market, farmers, growers or producers (usually from a defined local area) are present in person to sell their own produce directly to the public. Farmers’ markets are a serious retail force in Ireland, and have developed at a remarkable rate. These markets help to forge links between local food producers and the public (Whiriskey and McCarthy, 2006). Farmers’ markets give local producers the opportunity to sell their goods directly to consumers (Bord Bia, 2012) and, according to Raven, Lang and Dumonteil (1995), markets bring products to the heart of urban and rural communities and provide a focus on cultural life, both for local people and visitors. Markets have reunited the people with producers and give consumers back the connection with the food they are consuming (McKenna, 2006). Farmers’ markets are not just for ‘foodies’, but are for all of us, (McKenna, 2006). Products at such markets are renowned for being locally-grown, very fresh, and sold directly to the public, without going through a middleman (Whiriskey and McCarthy, 2006). McKenna (2006) purports that buying at these markets puts the consumer back in touch with farmers, so they know where the food is coming from and how it was produced. Sommer et al., (1981) suggest that farmers’ markets are perceived by their customers as friendlier, more personal, rural, smaller, and happier settings than supermarkets, and McKenna (2006) points out that there is a buzzing atmosphere in farmers’ markets, where enthusiastic stall holders are extremely keen to tell you about their produce, how it was made, the best way to cook and eat it, how to store it and where they sourced their ingredients. “What food we buy, where we buy it and how we consume it, is intimately connected to the culture in which we have been brought up”, (Bareham, 1995). Local Food There is no generally accepted definition of local food (Waltz, 2010). Martinez (2010) concurs and notes that, unlike organic food, there is no legal or universally accepted definition of local food. In part, local food is a geographical concept related to the distance between food producers and consumers (Martinez, 2010). Lockeretz (2009) suggests that, for local origin to be taken into account by consumers, the produce should be sold in a locally orientated environment, e.g., a farmers' market. While freshness remains the top reason for purchasing local food, there has been strong growth over the last three years in support of local producers with more than four in ten (44%) of those buying or interested in buying local food citing this as a key reason, up by 10% since 2005, (Freedman, 2008). Artisan Food There is no single definition of artisan food; however, artisan producers should understand and respect the raw materials with which they work, they should know where these materials come from and what is particularly good about them. ‘Artisan’ is a term used to describe food produced by non-industrialised methods, often handed down through generations, but now in danger of being lost, (The School of Artisan Food, 2013). Cayot (2007) believes that traditional foods are also often related to local and artisan food, referring to specific ingredients, location of the production and know-how.
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