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SOURCING

Business in the Community is a unique movement of companies across the UK committed to continually improving their positive impact on society, with a core membership of 700 companies, including 70% of the FTSE 100. Website: www.bitc.org.uk Email: [email protected]

GROWING RURAL BUSINESS Registered Office: 137 Shepherdess Walk, London, N1 7RQ Registered Charity Number: 297716 Company Limited by Guarantee Number: 1619253

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ISBN 1 898044 97 X

2 FOREWORD

This guide is an important and timely contribution to the debate about the future role of our rural economy. It is in everyone’s interest CO to explore what could and should be done to help revive the UK’s NTE rural areas. NT Many of our customers are demanding locally sourced products S that preserve regional tastes and support rural food and agricultural businesses. As a collaborative effort between suppliers, manufacturers, independent and multiple retailers, this guide clearly illustrates how all parts of the food chain can help food production in the UK remain economically viable and beneficial Introduction 4 31 Jacklin & Son strawberries to the rural economy. Where to Start? 9 32 Letheringsett Watermill F Advice to Food Buyers Müller Dairy (UK) Ltd O 11 33 The Aberfoyle Butcher 13 34 Natures Way Foods R and McDonald’s EWORD Ansteys of Worcester 14 and Waitrose 36 Nestlé and Dairy Farmers The guide harnesses the enthusiasm of companies and Asda and Geldard 37 Rachel’s Organic Dairy individuals involved in local sourcing initiatives. It provides practical business advice, key contacts 16 Egg Farm and sources of information and most importantly, lessons learned by a variety of rural enterprises. 39 Rannoch Smokery Bartons Pickles 17 It also highlights the questions which suppliers need to ask themselves at the outset. I am pleased 40 Safeway and Welsh to say that it will be distributed widely across the industry and to small businesses. Birds Eye Wall’s Sustainable 18 Mountain Lamb Agriculture Project 42 Sainsbury’s, Simon Howie We should all think rural – every sector has a role to play and we all have a lot to learn. As Booker and Scottish 20 Butchers and Stapleton Farm Chairman of Business in the Community I am delighted with the valuable insight this publication Black Face Lamb 44 Samworth Brothers and Ginsters provides into how local suppliers can work in partnership with all those in the food chain. Branston Potatoes and Tesco 22 45 Somerfield and Cotswold Finally I would like to thank IGD for putting the publication together, in conjunction with all Co-operative Group 24 Sheep Group and Local Bakeries the companies, organisations and individuals which you will read about. 46 Southover Food Company Duchy Originals and 25 Stoke Farm Orchards Denhay Farms 47 Taste of England and NFU Farmers’ Markets 27 48 Wilson’s Country Potatoes Food From Britain 28 50 SIR PETER DAVIS 51 Useful Contacts CHAIRMAN OF BUSINESS IN THE COMMUNITY Highwood Products and 30 GROUP CHIEF EXECUTIVE, J SAINSBURY PLC Highwood Brewery 56 Acknowledgements

CONTENTS 3 4 INTRODUCTION

n July 2001, Business in the Community In particular this guide aims to: What is Local Sourcing? Why is Local Sourcing Important? (BITC) launched its new campaign: ● We do not know of a definition of ‘local’ that We are all eating a greater variety of foods Rural Action. This focuses on Demonstrate how small food producers has universal acceptance. It ranges from obtaining throughout the year, from all round the world. I are meeting consumer needs practical measures to encourage products or ingredients for retail or manufacture from The way we are eating is changing and more of business involvement in three ● Identify the key routes to market within the United Kingdom rather than globally, to our food is prepared and eaten outside of the key areas: building enterprising which local food producers retailing or manufacturing products sourced from home. These trends are driven by a range of factors communities, strengthening market are adopting towns and supporting local sourcing. a defined locality. We must also remember that in which changing lifestyles and the demand for ● Highlight key learning points production of ‘local’ foods is not just the preserve convenience play major roles. and advice of small companies. ● Signpost useful contacts and advisory services NT dedicated to the support of small food producers Contributing to the latter initiative, IGD was asked OD UCTION to identify best practice examples of local sourcing Iinitiatives. Those contained in this report show The United Kingdom, However, local foods may also have identifying The UK food and grocery market is extremely how companies, small and large, and from all parts like many other nations, has a richness and diversity characteristics other than a degree of proximity to the competitive and all companies focus on satisfying, of the food chain can work together to source Rof food which should find its rightful place in the customer. Across the UK there are crops and breeds of and exceeding, customers’ desires. Sitting alongside locally. We are extremely grateful to Sainsbury’s, market both at home and abroad. These case studies animals more suited to one region than another, different this demand for convenience, is a growing desire HSBC & NFU for sponsoring the research, illustrate how this can be achieved. Whilst this guide cooking methods and associated dishes that have been for authenticity of foods and a wish to support production and distribution of this report. does not provide all the answers for instant success, passed down through the generations and varied methods the domestic market. Nevertheless, consumers we hope it will inspire more companies to seize This guide will primarily help the increasing number of processing and storage, all of which contribute can be fickle; British, or local food the initiative. of rural, small businesses who are producing local to the mix of food we now have. is not always their automatic choice. food and drink products. It also demonstrates Products must compete on price and how local sourcing, conducted in the right way, In gathering the case studies for this guide quality first. This guide shows how can be sound business practice for all involved. Joanne Denney OBE we have not adopted any rigid definitions many companies are achieving this Chief Executive, IGD of local. Instead, we have deliberately balance and benefiting from this. cast our net wide to capture the diversity of activity that makes up local sourcing.

INTRODUCTION 5 6 INTRODUCTION NT OD UCTION

There was a clear consensus How Big is theI Market for Local Food? ● A growing number of initiatives R among the retailers that the market such as the Countryside Agency’s At present there are no reliable estimates of the “Eat the View” that aim to help for local food will grow, offering new market size for local foods. The evidence suggests people make links between the products opportunities for suppliers of the right product. they buy, the countryside and their impact that it is limited but growing. This growth is being on the environment. The main drivers of growth were identified as: driven by the following factors; ● market awareness of new products ● New local products are emerging onto ● availability of innovative products from either ● suppliers’ understanding and adoption of bar ● Multiple retailers are increasingly sourcing local the market driven by the growth in a specific geographical area or with particular code standards foods in response to consumer demand. micro-businesses. quality dimensions ● Routes to market are expanding as new outlets ● consumer desire to support the local economy The Useful Contacts section on page 51 will provide like farmers’ markets and internet sales increase in popularity ● consumer desire for traceability a good starting point for those companies tackling some of these issues. This lists organisations which ● Consumers are seeking more assurance ● popularity of food programmes and the about their food and often perceive greater rise of the celebrity chef can help answer many of the questions and solve some transparency of production methods in foods ● media attention of the challenges which local producers may encounter. that they consider local or traditional. ● consumer reaction to food scares. ● Consumers are increasingly seeking greater These factors are by no means insurmountable. diversity and specialist products In the view of the retail buyers, the market was The case studies in this guide show how farmers ● Consumers have a strong affinity with local and being held back by a range of factors which both and small manufacturing companies are working rural businesses and enjoy supporting these if with manufacturers and retailers to overcome the offer is right. they and local food producers faced in sourcing local foods. The main factors identified were: some of these problems. They also show how What do the Buyers Predict? such businesses are responding to a growing ● meeting technical and quality standards IGD surveyed retail buyers responsible for demanded in today’s marketplace market by meeting consumer needs directly. sourcing local food, within independent, multiple ● delivery to store in the right quantity and and ‘speciality’ retailers, to gain further insight into time scales the market for local foods.

INTRODUCTION 7 8 INTRODUCTION

How can UK Products stand out examples of foods, such as an own-make of sausage from the Crowd? or a speciality bread, that are closely associated The case studies in this report provide excellent to a particular town or region either because of WHERE TO START? examples of how companies have successfully consumer preferences or because of limited supply. ensured that their product or service has a Assuming you are a small food producer, Know your customer Gear yourself up to be an point of differentiation. Typically, this has In some cases it is possible to obtain legal protection for products which are sourced from a defined you have an excellent product, you Every customer is different and they outstanding supplier been achieved through at least one of the want to find a local outlet for it but geographical area. The laws are more widely used will place different demands on you. Your products need to be at least following factors. you haven’t done so yet, what should They have their own ambitions and if as good, if not better than nationally in other EU countries, but familiar to all through you do? you’re able to, show them how you can or internationally available ones. Plus Our Climate and Land the French system of appellation controlée. The good news is, you’re not alone help achieve their goals; you’ll have a you need to be easy for your customer The UK has a temperate climate. It reflects the Examples in the UK are Newcastle Brown Ale, in your quest. There are lots of much better chance of success than to do business with. You’ll need to just pushing the virtues of your provide a consistent product and maritime position of the island, located in the path Jersey Royal Potatoes and Stilton cheese. organisations that can help you in different ways, some for free, some own product. a reliable delivery service. You’ll of the warm, wet westerly winds associated sometimes need to respond very quickly Traditional Variety for a fee. See the list in this guide with the Gulf Stream ocean currents. for examples (page 51). Remember why everyone to a sudden demand. Most of all, you Climate interacts with geology to The UK has many traditional doesn’t source locally must pay scrupulous attention to Doing business is complicated in hygiene and safety. produce soil, and our soil type varieties of fruit and vegetables as On the face of it, local sourcing this day and age and there are many makes sense. Food produced close well as breeds of livestock. Again, So make sure your business is ready varies markedly across the UK. factors you’ll need to bear in mind. to its point of consumption can be whilst many of these are no longer for these disciplines and gather all the IGD’s Guide for Small Businesses fresher, cheaper to distribute and have evidence together, so you can prove it According to the Environment produced, an increasing number of to Supplying Supermarkets which is a strong marketing appeal, but it to your customer. Agency there are nine major types societies and preservation bodies, such available on www.igd.com is a good doesn’t always work that way. starting point for more extensive of soil in England and Wales. These as the Rare Breeds Survival Trust, have Learn from other information. But here are some of the Modern supply chains are very success stories variations in soil type and climate give rise to been formed to protect those that remain. most important points to consider. efficient and products can move long differences in food grown across the UK, and distances in a short span of time at We hope the case studies in this between the UK and other countries. This desire to protect our genetic inheritance has Which customer is right low cost. Retailers and caterers need guide will give you inspiration, but we led to an increased interest in the food qualities for you? their business to run like clockwork, suggest you also seek successes in your otherwise with so many suppliers, own area. Study your supermarket’s Geographical Identity of these more traditional breeds and crops. There are lots of different routes their job becomes impossible. That’s shelves and look for examples of local Local food producers, retailers, British chefs and to market. If you have dreams of There are many ways in which geographical becoming a much bigger business, why they often use large, national products. Don’t be afraid to contact restaurants are responding to customers’ demands identity plays a key role in local foods. There are then a supermarket is your obvious suppliers because they’re usually easy other local producers for guidance, chances are they’ll be flattered you regional variations in climate, soil and cultural for these traditional British foods and ingredients. target. If you want to stay small, or to do business with. asked and happy to help. tradition which give rise to distinct food heritages you’re only ready for a small step at This does not exclude local supplies Production Processes the moment, consider the smaller based on either the food products available or on and if you can identify the distribution Local companies often band together, Increasing mechanisation has been prevalent grocery stores, specialist food shops route that is best for you and your for instance over distribution or the methods used to prepare and present them. and the catering trade. throughout the food industry like other sectors. customer, then you are starting from marketing campaigns and this can make a strong position. the difference between profit and loss. Over time, parts of the UK’s food heritage have However, many traditional practices such as Your regional Food From Britain been lost, often as a factor of diminishing demand, smoking and curing survive and these are being network is a good place to check but many products do remain. There are still continued in some local food businesses. for this type of initiative.

WHERE TO START 9 10 WHERE TO START

Use your trade association that will impact on profitability and Non-financial considerations Every food sector has its own trade cash flow and show the best and worst Consideration of the non-financial or ADVICE TO FOOD BUYERS association and they can be a goldmine case scenarios. operating risks is equally important as of experience and expertise. They can ● Show that you will have enough the financial aspects. Again, lenders will also connect you into a network of cash in the short term to cover be looking to see that you have considered similar companies. If you’re not already costs when invoices need paying. the following business aspects, a member, do give it serious thought. While profit is required for long-term What position will your company Assuming you're a buyer for a retailer or manufacturer Remember that cash flow is critical for viability, your cash flow is equally hold in the market place? and you want to distinguish yourself from your small companies Be optimistic and confident important. A business can be profitable Include an analysis of the position competitors by offering or sourcing some outstanding Many small businesses are forced to close, not because Outstanding local products are in but due to high drawings or loan of the business within the sector local products or raw ingredients, what factors should they have a bad balance sheet but because their debtors demand. At a time of globalisation, repayments, for example, may be unable and wider industry. A good way you bear in mind? are slow to pay. So consider your credit terms carefully, where the world is growing ever more to generate sufficient cash to cover to demonstrate this is through a otherwise you could lose an outstanding supplier. similar, many people are reacting costs as they fall due. “SWOT” analysis. This considers the Be prepared to search for suppliers by reinvestigating their roots. Food ● strengths, weaknesses, opportunities As a buyer, you probably have a regular queue of Distribution costs can be the difference is an excellent way to celebrate local Provide a balance sheet. All and threats that your company or people, keen to offer you their products or ingredients. between profit and loss differences. So the consumer trends lenders will consider the underlying product faces. So why should you need to search? are on your side. If you’re determined, position of the business before making Can you help them out? Do you have vehicles making a decision. You will need to show that store deliveries in the area that can pick up from resourceful and flexible, there’s every When putting together the SWOT Because many of the best small suppliers remain the business is liquid. That means that suppliers on the return journey? If not, can you reason to believe you’ll succeed. analysis, think about the potential undiscovered. They may not be confident enough to it has sufficient trading assets to cover connect some of your local suppliers together to help threat from new entrants into the make the first approach. Or they may not appreciate liabilities without undue reliance on them share costs? Making the Case for sector, the relative power of key how suitable their product is for your customer profile. Financial Support capital assets. The level of borrowing suppliers and buyers and the threat should be proportionate to the Seasonality and production lead times At one time or another, all businesses from alternative products within the Be flexible in your style asset base; and the owner’s stake in are going to need a bit of extra help market place. Most fresh products are seasonal by their very nature. the business should be greater than Don't expect a small supplier to act just like a large to finance their development. When This means they may not be available all year round. the lender’s. What is your strategy? The business one. They may not have the same selling experience, approaching your bank, or any other In many instances this can be a positive consumer plan should include a clear strategy technical expertise or information. They certainly won't financial backer, it is beneficial to benefit. Also try and bear in mind that suppliers of Lenders will probably be less keen on with defined milestones. Also show have the same financial resources. Providing some of have a well prepared business plan fresh products, particularly meat, have very long lead a highly geared business, (one that has that you have considered what actions your head office resource to help with questions on that covers both financial and non- times between planning production and maturity of a high level of borrowing relative to to take should these milestones not be food safety, factory layout, marketing, labelling and financial aspects of the proposition. the product. its assets) because it is more vulnerable reached either as a result of budgets packaging can be mutually beneficial and comes at little cost to the buyer. The following advice has been given by to increases in base rate interest or not being achieved or a change in Good practice HSBC Agriculture: reductions in profitability. the marketplace. Nurture your small suppliers And finally, please refer to your company's statement ● What skills do you bring? In addition of commercial practice on working with suppliers. Financial considerations What sort of security can you It's a big leap up for a small company to begin to market research, the lender will Invariably this will provide advice on establishing clear ● provide to the lender? supplying a supermarket chain or manufacturer. They Demonstrate how viable the agreements between companies, communication, want to consider the abilities of the can benefit enormously from your company's technical proposed enterprise is, in terms of promotions and problem solving. owner or management team in terms knowledge, market awareness and logistics expertise. profit and cash flow. This should be of technical knowledge, people and assessed on both a short and medium financial management. These areas term basis. To account for changes in of expertise are key to the success future prices and costs, which make of an enterprise. long term projections difficult, the plan should explore the key factors

ADVICE TO FOOD BUYERS 11 12 CASE STUDIES

QUALITY FOOD, SERVICE AND PEOPLE

The Company The Challenge The Aberfoyle Butcher is a small, The company aims to provide independent, family-owned butchery only top quality products and business, selling meat and meat service to customers within its products, prepared on the premises niche market area. from native and rare breeds of beef, lamb, pork and game. The Solution Jonathan Honeyman, Partner, The native Scottish highland A ensures that he selects his suppliers cattle provide a quality beef product very carefully, only building up which is high in flavour and low in partnerships with those who cholesterol. The Aberfoyle Butcher understand his stringent quality S works in close partnership with requirements. To achieve an end C E farmers around Callander, from where Additional Support product which has excellent flavour the majority of their beef animals are for the customer requires that each The company has been developing a sourced, to ensure consistently high partner in the chain breeds, rears, delicatessen and charcuterie side to quality animals are produced. handles, slaughters and processes the the business, including the importation The company also produces a range animals correctly. of wines, cheeses, meats and pasta of traditional home-cured and home- products, which it is keen to expand. Achieving customer satisfaction is smoked products. The main retail The key is to manage this expansion as much about people as product, outlet is in Aberfoyle and there is a while maintaining the core business however, and Jonathan has put a manufacturing, processing, storage and values. This growth will hopefully tremendous amount of effort and small retail unit at Bannockburn on be supported by the Local expense into ensuring that his staff, the outskirts of Stirling. Enterprise Company. S D all from the local area, are well trained. The Aberfoyle Butcher manufactures As a result of this commitment, T and sells to the local public and Jonathan has served for the last four U KEY ADVICE IE visitors to the area from its retail years as Training Convenor for outlets. It also offers mail order, Scotland, for the Scottish Federation Be very clear about identifying hamper business and supplies the of Meat Traders’ Association. your niche market and what your customers are looking for catering trade. Its customers include Wherever possible, Jonathan sources local hotels, restaurants and top chefs, The quality of your products, S his training locally, but, if necessary, people and service are critical such as Nick Nairn. The company is he and his staff will go abroad to the to your success also a corporate member of the recognised centres of excellence to Master Chefs of Great Britain and Brand the business develop their skills. What they learn aims to develop more trade through is brought back to Scotland and used the values of being linked to such to upskill the Scottish butchery trade highly respected organisations. as a whole.

CASE STUDY 13 14 CASE STUDY

WORKING WITH WAITROSE

from the dairy herd. More recently The Waitrose Challenge Despite the early warning, it was a other training, including Hazard Waitrose believe that there are great challenge and much hard work Analysis and Critical Control some fabulous cheeses in the UK and for the small team to increase the Point System (HACCP), has been invest time in sourcing suitable local production to meet this demand. undertaken, to keep up to date with cheeses for their delicatessen counters. They have been successfully working the numerous aspects of running When making contact with the together with Waitrose ever since. a business. Ansteys they had already tasted and Alyson Anstey explains the relationship: enjoyed the cheese and knew it was a Promotional Strategy good product. However, they needed “We were hesitant to start dealing As there was no regional cheese for more information to decide whether with Waitrose initially. There was Worcestershire, the Ansteys set about to trial the Ansteys’ Double Worcester concern that we would damage creating one. in their stores. our existing business, adversely affecting quality, price, deliveries After two years of research ● Waitrose developed an etc. However, the relationship with development, ‘Old Worcester White’ understanding of the Ansteys’ business, was launched in 1986 at a local and in particular of their existing trade agricultural show. The promotional so they might widen the awareness strategy was to get the ‘Worcester’ and choice for the consumer, without name across to as wide an audience as undercutting those already retailing possible. Two other cheeses were then the cheese. Colin and Alyson Anstey at created, Worcestershire Sauce cheese ● The Ansteys’ investment in Broomhall Farm and Double Worcester. Local shops, understanding and working to KEY ADVICE 20 years ago, Colin and Alyson Anstey restaurants and wholesalers began to buy the cheeses and as a result the HACCP requirements meant Make an effort to build up a wished to diversify their 140 cow that Waitrose had few additional good relationship with your buyer. Friesian dairy farm in the heart of Ansteys began to employ additional They can help you develop a help in the dairy. requirements to bring the business profitable business. Worcestershire. Alyson knew that up to Waitrose’s high standards. whilst bringing up a young family, she Experienced Waitrose technologists Work with the Environmental Present Supply Health inspectors and seek advice wanted to be close to home. Various and advisers were made available to After trading solely with wholesalers or training to meet the standards. alternative enterprises were tried and advise as necessary. then driven by their passion for cheese for six years, the Ansteys opened a Waitrose has been excellent, Try to gain customer feedback ● even if you supply to a they decided to produce a traditional farm shop at the dairy. They became Waitrose wanted to trial the they really understand the cheese larger retailer. Worcestershire Cheese. concerned about the long term cheese for their special ‘Millennium business and the small producer. security of their business when Cheeseboard’ in their shops but did We work together with Graham Training the Foot and Mouth crisis hit and not want to ‘overstretch’ the business. Cassie, the cheese buyer to ensure relocated the farm shop to a retail To understand the science and They advised the Ansteys nine months that all standards are met and that unit at the local garden centre. This practicalities of cheesemaking, Alyson in advance of the new year that an a top quality cheese reaches the is now proving to be a great success. spent time researching the best courses additional one thousand 7lb to 8lb Waitrose consumer every time” to go on and then learning the artisan cheeses would be needed. Waitrose now stock Ansteys’ Double cheesemaking process, using the milk Worcester in 48 of their stores.

www.ansteys.com CASE STUDY 15 16 CASE STUDY

TRADITIONAL SKILLS SOURCING LOCAL FOCUSED ON NEW MARKETS INGREDIENTS

A Traditional Foundation Eleven years ago the Geldard family The Future Edmund Barton Ltd – They believe that they are able to The Geldard family has farmed in began to investigate the local potential A committed team of the younger Bartons Pickles combine the local sourcing of quality the Lake District for generations. of free-range eggs. Their enquiries Geldard generation is now focused Manufacturers of Pickles, Sauces, ingredients and support the social and John Geldard and his wife Rachel brought them into contact with the egg on managing the growing Geldard Chutneys and Soft Drinks economic fabric of the region. have spent the last twenty years buying team at ASDA, a contact arranged Egg operation. The market for Established in 1905 by Edmund SUPPORT: Bartons has developed developing a major livestock following an early fact-finding visit by specialist egg presentations continues Barton, ‘Bartons’ is now a fourth local networks between retailers, enterprise, now based on 500 acres John to the local ASDA super-store. to expand, and the Geldard team generation family business based in manufacturers and the farming of Low Foulshaw Farm near Kendal. works closely with their major retail St. Helens, Merseyside. At the turn community, with the support of Retail Partnering clients, developing approaches which of the last century, buying locally was organisations such as the NFU Tomorrow’s Market Encouraged and advised by the ASDA ensures their customers will want to the only option. Edmund and his wife and North West Fine Foods, who team, the Geldard family took the buy again. “I could see the position of farmers Lydia, would buy the ingredients from facilitate communication and in today’s market-place beginning decision to invest in the necessary “ASDA labels on our products in local farms and prepare the vegetables promote local sourcing. to change,” says John Geldard. farm facilities, and six years ago egg store mention the Geldard Farm in the back yard of their house in IDENTITY: “With the next generation ready production began on the family farm. Bartons believes that there connection,” says John Geldard. Lascelles Street, St.Helens. to join our business, we needed to Early supplies went to the local is increasing awareness that buying “That underlines for us the importance expand by finding a market that was ASDA store. As time moved forward, Doris Barton, locally harnesses a region’s identity that customers increasingly attach growing, and where our relationship daughter of Edmund and Lydia, and gives the local population an The distribution network now to the direct link between the farm was directly with the retailer and continued to buy from local farmers opportunity to appreciate their own spreads across the region, including and the retailer. And we see that his customers.” and the local wholesale fruit and unique regional traditions, tastes and major hotels and specialist retailers. importance growing.” vegetable markets, especially from familiar brands. Clear labelling of In recent years the ASDA branch Henry Dunn and Son at Manchester origin offers the consumers an KEY ADVICE supply has grown considerably, www.asda.com Fruit and Vegetable Market, and also informed choice. Further to this, with Geldard free-range eggs Identify opportunities to waken Fitzpatricks at Liverpool Fruit and they believe it satisfies green polices public recognition of you as a available throughout the majority Vegetable Market. through reduced transportation. local supplier. This can be via of stores in the local ASDA region. advertisements, radio, tastings Bartons continues to use local sources Joanna Fairhurst, General Manager states: in stores and farmers markets. Lessons Learned KEY ADVICE for their vegetables and supplements “The availability of unique regional Contact your Regional Speciality Food Group to find suitable local John Geldard says many lessons have Find a market which is growing, these where necessary by imports, products within stores supports the trade organisations that and which your skills and facilities been learned. often from Holland. consumer’s sense of attachment to can help. could be made to fit that store. Familiar local products, “Top of my list is the help and Build a network of local contacts, Talk to major customers right at The Advantages of Local support we have had from ASDA, known from childhood, increasingly understanding potential suppliers’ the beginning, and build a Sourcing for Bartons engage interest, especially when capabilities. At the very least, all stemming from my first cold call business together these can be useful for continuity SUPPLY: Bartons buy from the wealth attention is drawn to regional products on their local store here in Kendal. of supply when ‘normal’ supply Find a new business opportunity of supply on their doorstep in the Many farmers I know find the big through advertising, tastings and is disrupted. where customers will reward your North West, with the fertile Ormskirk players in retail trade intimidating. ability to add value to the food other promotional activity.” plains, the loams of Rainford and the But our experience shows that a you produce sandy soils of Southport. serious and direct approach really pays dividends.”

CASE STUDY 17 18 CASE STUDY

Partnership for Sustainability THE BIRDS EYE WALL’S SUSTAINABLE AGRICULTURE PROJECT

The UK consumer eats 38,000 tonnes partnership with Birds Eye Wall’s. On an individual farm and field basis, Mark Flint of Birds Eye Wall’s frozen peas each Although the members own and share SUSTAINABILITY is already looking at the information to judge year. Despite this vast quantity, the the harvesting equipment, Birds Eye INDICATORS type, timing and amount of pesticides to apply production and processing is part of Wall’s agronomists advise when to and how best to manage his field margins to a very geographically focussed chain plant and harvest the crop. This 1 Pesticides try and improve the wildlife diversity next in Hull, Yorkshire and Lowestoft, ensures a continuous throughput of to the hedge. In future, Mark may enter into 1/2 Department of Environment Food and Rural Suffolk. Peas are frozen within 2 peas through the freezing plant, 28 2 Nutrients hours of being harvested. minutes travel time away, at Hull. Affairs (DEFRA) Countryside Stewardship scheme which offers payments toward Rural businesses can benefit from In partnership with local farmers 3 Soils – Physical establishment and management of field margins. working with large companies, not just and communities and a wide range www.unilever.com/susag financially but also by gaining valuable of individuals and organisations, 4 Soils – Fauna knowledge, including about the Birds Eye Wall’s initiated a Sustainable environment, as this case study shows. Agriculture Project, which benchmarks 5 Energy Balance its pea operation against a set of KEY Mark Flint, Humber Pea indicators. The aim is to understand Grower groups Growers, Cawkelds Farm and agree some of the ecological, 6 Water, Wastes And Air Mark Flint is a member of Humber social and economic conditions Testing & measuring using KEY ADVICE sustainable agriculture must meet. sustainability Pea Growers group. The 40 farmer 7 Product Quality GROWERS indicators members of the group work in Consider co-operating and sharing Mark Flint was asked to participate machinery and equipment with in the sustainable agriculture project 8 Bio-diversity other producers. CONSUL OF INFORMA three years ago. He has been helping AGM’S & GROUP Birds Eye Wall’s TATION & EXCHANGE & Larger companies often have the 21 Growers Birds Eye Wall’s to quantify areas of resources to conduct research. 9 Social Capital TION THROUGH Project Partners Helping them with research can concern, including pesticide leaching MEETINGS NEWSLETTERS improve efficiency in all aspects in fields, lorries travelling through PROJECT ACTIVITIES 10 Local Economy of the food chain. villages and local employment. Grant schemes including Forum for Environment Specific environmental research on the Future Agency Department of Environment Food and Rural Affairs (DEFRA) the farm has included measurement GROWERSADAS The Wildlife Trusts GROWERS Opportunities to Improve Soil Survey and Partnership British Trust for Countryside Stewardship may of beetle numbers at the field margins. Land Research for Sustainability Ornithology help you to farm to improve the Environmental Matters Centre Beetles exploit almost every ecological environment without detrimental CONSUL effects on farm productivity. Birds Eye Wall’s measure each of the OF INFORMA niche and consequently are good AGM’S & sustainability indicators to provide a TATION indicators of the biodiversity of the Centre for Agriculture GROUPTION MEETINGS& EXCHANGE baseline against which the effects of and Environment area. In addition, the British Trust for & PROJECT ACTIVITIES THROUGH any changes in management can R & D Associates Ornithology has surveyed farm birds be established. Unilever Research at the different stages of pea crop NEWSLETTERS growth. Gradually the results will

become available for farmers to use GROWERS to farm in the best way for the environment.

CASE STUDY 19 20 CASE STUDY

THE SCOTTISH BLACK FACE LAMB INITIATIVE

From insight... lamb with the premium tenderness A production process of aitch bone ...to in-store. As the UK’s biggest cash and and taste that would have consumers suspension was chosen to maximise Following the appointment of A.P. carry company, with 179 branches coming back for more. the meat’s eating quality, Jess by Booker to be producer and nation-wide serving 200,000 caterers Discussions began in earnest in May Booker’s John Lund then contacted supplier of the Black Face Lamb, and 30,000 independent retailers, 2000, with livestock characteristics Aileen McFadzen of the Black the product was launched on 22 Booker Cash & Carry is continually and production processes seen as Face Sheep Society to tell her November 2000 under the brand exploring ways of further enhancing integral to development. the good news and arrange the Booker Chefs Larder Specially Selected the quality of everything it sells. It is first development meeting, at which Premium Scottish Tender Lamb. As also strongly committed to championing ...to instigation... an agreement was reached to go to Richard Meeds, Commercial Director local producers everywhere from of A.P. Jess commented, despite a After much research and discussion, the next stage: production. Lands End to John O’Groats. difficult season, the relationship Booker decided to develop and This began with another key meeting between A.P. Jess and Booker market Scottish Black Face Lamb, When looking into the eating quality – between producers AP Jess Group, continues to grow: a product that comes from animals of British meat, Booker found that Booker and the Meat & Livestock raised naturally on the purity and “The 2001 season has had its the catering market was in need of Commission – at which optimum goodness of the Scottish Highlands. problems, caused by circumstances maturation and production processes were reviewed and discussed. in Europe beyond our control. However, this has not affected our sales through Booker to its customers. Our range of trimmed and superbly presented lamb The launch and brand development KEY ADVICE of this top quality range, characterised products continues to grow. Research your market place well, We look forward to a long by its exceptional tenderness and pure from the source, through processing the product, right term relationship with Booker sweet flavour, was supported by through to the customer. and to continuing to provide Quality Meat Scotland (QMS). excellent value to Booker and Encompassing boneless shoulders, Develop good partnerships, up racks, boneless legs, Barnsley chops and down the supply chain. These its customers.” are important to ensure that the and lamb chops, the range is now appropriate quality of product is going down a treat with catering supplied from farms and to ensure customers from all Booker meat continuity of supply. departments nationwide. If you have a seasonal product, plan ahead to ensure that Sales have been very encouraging and your promotion is linked to to date Booker has sold nearly 15,000 this timescale. boneless legs, 9,000 boneless shoulders and a staggering 163,000 lamb chops.

CASE STUDY 21 22 CASE STUDY

SUPPLYING LOCALLY GROWN POTATOES KEY ADVICE

The arrival of the first potatoes of the In the West Country, Tesco’s ‘Locally Seizing the Opportunity Have a full understanding of your products, its strengths and new season is a landmark in the fresh Grown’ marketing initiative has been Five years ago Mark Rowe, of Lower weaknesses, and the market it produce calendar. Usually sourced applied particularly successfully is intended for. You may need Nansloe Farm, Helston, joined the specialist advice. from places with more favourable to fresh potatoes through close South-West Producer Group, having climates than we experience in the UK, co-operation between Tesco, Branston made the strategic decision to grow Make sure you can always deliver this year the first new potatoes on sale Potatoes, its biggest supplier of fresh the quality and quantity required. high-quality potatoes and sell through Start slowly rather than disappoint in Tesco stores in South-West England potatoes, and Cornish potato grower Branston to Tesco. He previously sold the customer. came from Cornwall. Mark Rowe. his crop mainly to wholesalers. Over Keep the customer as the focus Sourcing produce from farms within Branston has packhouses which the last five years he has supplied of your operations at all times, the same area as each of their stores supply Tesco in Lincolnshire, Somerset increasing volumes to Tesco and Be willing to change to suit his requirements. has been one of Tesco’s priorities for and Tayside, all of them providing now grows 500 acres, most of which several years. This is a response to comprehensive integrated packing, goes to the supermarket’s Chepstow their customers’ wish to support local storage, agronomy and marketing distribution centre, serving stores in producers and to reduce the distances services. Each packhouse supports South-West England and South Wales. which produce travels between farm a number of Producer Groups which In the past, the majority of first early and the shopping basket. benefit from specialist support and potatoes have been sourced by Tesco advice on all aspects of growing from Jersey, Cyprus, Portugal or Working Together potatoes in the local stores. This new and marketing their crop. Majorca. This year, mainly as a result development is particularly welcomed of the expansion of the potato area at The farm’s ability to supply the by Mr Rowe as it enables him to Lower Nansloe Farm, Tesco stores in required quality in this volume is the provide work for local people in an the South-West chose to stock first result of a close relationship between area of above-average unemployment. early potatoes from Cornwall as soon grower, packer and supermarket. as they became available. The occasion Confident in Mr Rowe’s commitment As the biggest supplier of fresh was marked with in-store promotions, and ability, Tesco and Branston have potatoes to Tesco, Branston has been including a blind ‘taste challenge’ at committed themselves to take able to keep growers such as Mr Rowe which the home-grown produce was increasing tonnages from Lower in touch with the supermarket’s plans clearly preferred to the competitors’ – Nansloe Farm. In turn, Mr Rowe to support British agriculture and to the delight of everyone involved in has adapted growing techniques – in drive forward its commitment to the South-West. particular, to comply with Tesco’s source local produce for local consumers ‘Nature’s Choice’ growing protocol – whenever possible. Through Branston’s Mr Rowe was involved in these and made substantial investments in agronomy service, growers are also promotions and welcomed the field machinery, storage facilities, kept abreast of the latest developments opportunity to get close to packing equipment and other aspects in areas such as irrigation, pest control consumers in this way. of his business. and storage techniques. According to www.branston.co.uk A recent development has seen the Mr Rowe, this knowledge and experience start of on-farm packing, which has have been essential in enabling him to the advantage of reducing ‘food miles’ meet Tesco’s requirements. and offering the potential of fresher www.tesco.com

CASE STUDY 23 24 CASE STUDY

SEEKING LOCAL LINKING WITH LOCAL BAKERS SPECIALITY FOODS

As a community-based retailer, Maintaining Regional Duchy Originals was established in 1990 Local Sourcing operating 1100 small to medium Specialties by the Prince of Wales. It provides a Duchy Originals is a strong supporter sized grocery stores, the Co-operative The Co-operative Group is a unique strong brand under which carefully of local sourcing. This operates on Group is committed to supporting consumer-owned business which selected suppliers manufacture exclusive two levels: the communities in which it trades. recognises the importance of products, enabling locally produced ● With the exception of a couple of Sourcing locally produced goods is an sourcing locally produced goods products to penetrate the national market- products, all of the range is produced important element of this commitment and has an on-going initiative to do place. The company has two key aims: to organic standards and where possible, and the Co-op has held a number of so across all product categories. The ● To encourage the establishment ingredients are sourced from the regional ‘Meet the Buyer’ events to allow Co-op believes that local bakeries of more organic farming and food UK. Due to the origination of the contact with potential new suppliers. offer a distinct alternative to plant- production. As such Duchy Originals company and the drive towards produced products and have found With the help of Enterprise Foods Often the internal marketing resource is working towards a product range total organic supply, closer links are that addition of such ranges has an (formerly Food from Scotland) the Co-op of these bakeries, if it exists, is that is 100% organic. being established with the Duchy has linked up with local bakeries to provide focussed on local retail and food service overall beneficial effect on the total businesses that follows traditional ● To generate funds for The Prince of Cornwall farm tenants as more an outlet for locally produced regional accounts. Opportunities to gain category and local store profile. production methods, thus keeping of Wales’ Charitable Foundation. In of them go organic. The Home Farm speciality bakery goods. Some 22 local listings and maintain relationships alive the diversity and richness of Consolidating the sourcing of local 2001, Duchy Originals donated over at Highgrove is already a main source bakeries are now supplying around 140 with any of the large multiple regional British food. product ranges, through Enterprise £500,000 to the Foundation. of raw materials for biscuits, pigmeat Co-op Stores throughout Scotland. retailers are at best limited and the Foods has enabled the Co-operative products and milk. Building a Market for associated costs and investment is Group to manage effectively a wide Currently 12 companies produce This offers a twofold opportunity for ● Companies producing food under Traditional, High Quality Foods often prohibitive. This is where supplier base whilst continuing to foods under the Duchy Originals local bakers: the Duchy Originals brand are selected Enterprise Foods has played a key role. offer a depth of product range that brand, within product categories such Duchy Originals products are marketed because they are considered to be leaders ● to increase direct distribution meets fully the demands of the as bread, chocolate, preserves, biscuits, as premium quality organic products in their field. Typically, they are already within the local market place Managing the Relationship local customer. milk, sausages, bacon, drinks, cheese made to traditional recipes. They are sold Enterprise Foods has sought to build and Christmas lines. operating as local speciality food through multiple retailers, including ● to reach a larger customer base www.co-op.co.uk an unparalleled network of bakery Waitrose, Sainsbury’s, Tesco and Safeway by increasing the opportunities suppliers in the UK, providing the as well as speciality and organic food for access to national retail and retailer with access to a supply base retailers. According to Fiona Gately, service markets. KEY ADVICE able to satisfy the demands of local PR and Communications Manager of customers and enabling supplier Talk to your regional food group Duchy Originals: Expanding Their Reach to explore new approaches to access to a larger marketplace. reaching a wider customer base. “We aim to provide an excellent Typically the link has been made with platform for local suppliers to grow family owned and run bakeries that are The management team at Enterprise Build your skills in producing their business with the added bonus producing and distributing traditional Foods has built the link between the regional specialities. Companies local manufacturers and the multiple that are able to supply quality that we want to make the most and often unique high quality bakery niche products will stand out of their traditional skills in food products, for a local and extremely loyal retailers. Economies of scale enable from other competitors. production. Those suppliers that customer base, on a daily basis. They have the team at Enterprise Foods to focus upon key accounts on behalf of the Seek advice on the types and produce for our brand, whether they grown and maintained their businesses levels of standards that will are ingredient suppliers or the end within the local areas primarily as a suppliers whilst providing advice on enable you to exploit new processor, have all been selected result of good product quality and the standards and systems necessary customer opportunities. because we are convinced that they consistency, coupled with high levels to exploit trading opportunities with of customer service. multiple retailers.

CASE STUDY 25 26 CASE STUDY

DUCHY ORIGINALS FARMERS’ MARKETS: BRINGING (CONTINUED)… LOCAL PRODUCERS TOGETHER

have the integrity and attention Denhay Farms Ltd contributed to the local economy and A Farmers’ Market is one in which Farmers’ markets in our local area to detail, at all levels, required to Denhay Farms has produced Duchy so the company believes, encourages farmers, growers or producers from a appear to have peaked and it is maintain a quality product. We rely Originals organic bacon since 1999. people to stay in their rural community defined local area are present in person to unlikely that the level of interest will on strong partnerships at all stages The bacon is produced by hand by improving their work life balance. sell their own produce, direct to the public. be able to sustain us in a long-term of the supply chain which we believe There has also been a great deal of situation. If we are to survive we following traditional methods and There are now around 250 farmers’ brings the trust and commitment we time spent training the team as it must therefore, try to take steps using a cure unique to Duchy Originals. markets in regular operation around need to manage the brand outside grows, for example establishing an of action to ensure that markets The company also uses its own pigs the UK. the core Duchy Originals team.“ to supply a range of products under NVQ award scheme. become more interesting and to Mike Wilkes’ family have been growers encourage more people to visit The close association between Duchy the Denhay brand to specialist and for over a hundred years. The produce and buy from them.” Originals and The Prince of Wales helps multiple retailers. was traditionally taken to Birmingham create a strong level of consumer trust KEY ADVICE Denhay Farm’s success has made it an market where greengrocers were the National Association of in the brand but also brings a high important source of local employment Ensure that your production principal customers. As the multiple Farmers’ Markets level of expectation in the products’ and investor in the local community. systems are thorough and evolving. retailers increased their market share, The National Association of quality. The company’s ultimate goal is Consistency and attention to detail As the Managing Director, George will give confidence both inside the business responded by growing Farmers’ Markets (NAFM) was set that no-one, whether they are an end Streatfeild comments: and outside the business. a smaller number of lines, such as up in 1999 to promote the economic consumer, or a supplier within the potatoes, cauliflower, cabbage and sustainability and integrity of genuine chain, is disappointed. “At Denhay, we are passionate Being prepared to deal with new farmers’ markets. about the quality and consistency of challenges will help you grow. beans but on a larger scale. However, Consequently there is an extremely Don’t be afraid of change. the market remained over-supplied our products. We are very pleased NAFM has broad aims, but the most For more information on Farmers’ high level of involvement with suppliers and threatened to bring an end to to be working in partnership with Regard everyone within and important of these is to protect the Markets and The National Association, in the early stages of the partnership. without your business as partners the family tradition of growing. Duchy Originals because they match integrity of these markets by the send a stamped and addressed envelope Often this early support has helped and work hard at this relationship. our own standards; they are just as They may be important to you, but Farmers’ markets provided the only establishment of ground-rules and to NAFM, South Vaults, Bath, BA1 1JB. businesses build their organic sales with do they consider you to be as exacting. The Duchy Originals team realistic choice for the business. a certification scheme to inform the www.farmersmarkets.net other customers in addition to those equally important to their business? supports us at all stages of the chain If you succeed in doing this, you public that they are shopping at a they generate through Duchy Originals. from procurement of the organic pig will find yourself part of a strong, Mike Wilkes said: genuine Farmers’ Market. NAFM also: meat, to the design of the packaging but informal, network of support and advice. ”Due to the nature of farmers’ ● KEY ADVICE and working with our customers. promotes and supports markets markets, we were now selling direct Because of the integrity of the Set your sights high and don’t which have agreed to the standards Farmers’ markets enable farmers, be afraid to grow. You can still to the public and the contact that growers and producers to sell their products, the Duchy Originals brand they set (for example, Farmers’ Market maintain your traditions and we gained with the customer Month in September 2001 was one own produce direct to the public, is very strong and is growing at a specialities as a larger-scale bringing the consumer and the allowed us to hear real opinions great speed. We hear a lot about business. Recognise the need to such promotion); producer together in a unique way. invest in more than just capital about their requirements. This partnerships in the food industry; this items and bring in new people with helped us to chose new and varied ● publishes a series of guides for Customers have direct contact is a very genuine one that works well.” specific areas of expertise. Seek farmers, growers and food producers with the producer and the advice and mentoring to help you produce lines that we had never opportunity to ask questions As a result of Denhay Farm’s success manage the growth process. Then attempted before. Introducing wishing to sell their own produce. about any concerns. plan and train your team at all with Duchy Originals bacon, they purple cauliflower and romanesco These will be available through stages. Being part of a successful NAFM in November 2001. Farmers’ markets can help foster have increased both the number of brand will create enormous sparked interest in our stall and a greater understanding between employees and the flexibility with opportunities and challenges. encouraged customers to question town and the country by helping to re-connect people to the land. which they can employ them. This has or provide their opinions about what they liked.

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SUPPORT FOR SPECIALITY FOOD PRODUCERS

The Organisation ● Trade development visits to Regional Networks ● Focus on Regional Food project – Food From Britain fosters the overseas markets; Food From Britain supports and currently assisting producers by subsidising costs to attend regional development of the British speciality ● Public relations campaigns; works alongside regional food groups food and drink sector. Speciality in England and representative bodies and national exhibitions and shows. foods offer three qualities: taste, ● Buyers guides; in Wales, Scotland and Northern Funded through the England Rural variety and local distinctiveness. Ireland. The contact details for all Development Plan under the ● An e-commerce trading site for Typically such products use these bodies are shown (page 51). Rural Enterprise Scheme member companies. traditional or artisanal production These are member led organisations Karen Davies, Chief Executive of processes and exploit their regional Food From Britain has recently comprising over 2000 speciality food HEFF said, identity, for example, through the received an additional £3 million and drink companies. type of raw materials they use. from the Government for foot ”As well as the core business and mouth recovery activity which Heart of England Fine Foods services offered to members, Business Support will help establish new markets for Heart of England Fine Foods one of the key benefits of group Food From Britain runs a national speciality food and drink. This (HEFF) is the youngest of the membership is networking. We programme which aims to boost will involve both domestic and five regional food groups, established find that producers, especially the awareness of the quality and range international activities such as in 1998 covering the counties of smaller companies, gain a great deal of regional food and drink through: ‘meet the buyer’ events, attendance Staffordshire, Shropshire, Herefordshire, from being part of a network of at trade and consumer shows and Worcestershire, Warwickshire and like-minded people. There is a ● A development programme the production of directories and the West Midlands. HEFF has two feeling of camaraderie within the targeting key UK buyers; tourist information. key objectives; group and we have examples of producers working together in Janet Mackay, proprietress of Jus said: ● development of trade contacts on partnership to develop new and KEY ADVICE ”Joining Heart of England Fine behalf of members exciting products.” Foods was one of the best moves The regional food groups are the ● only locally based organisations promotion of regional food Jus is a micro-business which Jus made. Jus has benefited from wholly dedicated to the support direct to the consumer produces single variety high quality the constant stream of shows of speciality food businesses. apple juice. The business has two main and events which have helped HEFF has developed significantly There will be many obstacles to strands: first, buying in apples to sell the company market its products since its formation and has making a success of your business, under the Jus name and secondly, and from the seminars for business not least obtaining planning successfully delivered a number producing apple juice from customers’ development at a level suiting a permission, finance and getting of European funded programmes; your product to market – the own fruit for resale or for personal very small business. regional groups provide a support ● Marches fine foods – trade consumption. The business helps structure and sound help Being local and promoting local and advice. development project for businesses maintain traditional varieties and produce will always be the prime in the Marches area encourages the management of Additional money is being provided consideration for the business.“ orchards which are a traditional part by Government for foot and mouth ● Marketing and Promotional recovery which will be used to help of the Herefordshire landscape. www.foodfrombritain.com speciality food businesses target grant scheme – assisted businesses www.specialityfoods.com new markets. with a 40% grant towards the cost www.heff.co.uk of marketing materials

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FINDING THE BEST END MARKET ENTERING THE RETAIL MARKET FOR FRESH PRODUCE

The Company Gaining Entry to The second major challenge was Farm Diversification The Highwood Brewery has been Multiple Retailers to ensure the product sold, once in Roy Jacklin and son farm 170 producing hand crafted ales since According to Alex Albone, Managing the store, without the support of a acres at Fulstow near Cleethorpes 1995 and selling these direct to public Partner, one of the biggest challenges marketing budget. The solution was in Lincolnshire. On this fairly small houses and wholesalers. By 1999, they was in gaining the first listing in to interact with the customers within farm it is important to have a range of wanted to expand their market, but a supermarket. local stores and offer taste testings enterprises which maintain the farm as felt that they had insufficient resource that were arranged and conducted a viable unit, whilst not overburdening “We got help with this from a to dedicate to this. personally by Alex Albone. Whilst the Jacklins with high labour costs. sympathetic manager at our local this approach required a considerable The main enterprises are beef cattle, store. However, I was surprised This presented a good opportunity investment in time, it provided first maincrop potatoes, cereals, turkeys for by how slow the head office was in for Alex Albone, a friend of Tom hand opportunity to gain feedback the Christmas trade and strawberries. opening our account and placing Wood, who formed Highwood from the end consumer and to talk to Casual labour is taken on at the first order. All in all, it took four Products in 1999 to bottle, market them about the product's local origin. peak times. and sell the product to the UK months from when we reached an multiple retail market. initial agreement with the buyer.” Strawberry Supply to Tates There are eight Tates stores (who trade under the Spar fascia) within a 10 mile radius of Fulstow. Roy Jacklin knew that Tates like to try and source fresh produce from nearby farms if possible, Roy Jacklin adds: Because of instances such as poor KEY ADVICE so long as they can ensure consistent weather, the strawberry enterprise “An effort is made to make sure Remember the retail buyer has supply of quality fruit and vegetables. does not always contribute much to that fruit looks good in the punnets. got lots of people trying to secure farm profitability. In the poor years, space on their fixture. Make sure Roy Jacklin grows up to four acres A potential purchaser is more likely he/she remembers you. the Jacklins aim to supplement their to buy something that is pleasing of strawberries, following Assured income from other enterprises on to the eye” Don't be afraid to update Produce standards, which he knows the farm. retailers on your successes, many retailers insist upon. Amongst whether this is a new product Challenges listing or articles that have other things, this means that he has to appeared in trade magazines, local pay particular attention to type, timing One of the greatest challenges for or national newspapers. This will and overall correct use of pesticides. Roy Jacklin is to produce good KEY ADVICE help build their confidence that the product is being supported quality produce at all times ensuring The strawberries are hand picked for Diversify and do not put ‘all your appropriately and that they are continuity of supply subject to the eggs in one basket.’ making the right decision when Tates night and morning between mid weather. When it is sunny and warm, expanding the number of stores June and mid July. This timing fits in Make sure that any new enterprise that your product should the strawberries sell well, but the fruit at a less busy time in the farming year. fits in with the others and does not be sold into. ripens very quickly and all at once. With overstretch your resources. Potato trays are re-used to carry the a limited number of casual employees, Don't take the business too one pound strawberry punnets, which Make an effort to find the right seriously. Trying to do business it is difficult to pick all the strawberries market for your produce and pay are taken by van to the Tates stores the with the supermarkets is often within a limited time and make a attention to quality and the way a marathon, it is rarely a sprint. same day they are picked. it is displayed. Be patient but be persistent. profit by the end of the season.

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®

A LOCAL SUPPLIER THINKING LOCAL IN MEETING LOCAL DEMANDS SITE LOCATION

In 1986 Mike Thurlow left the Other financial decisions were made Until 1991, Müller Fruit Corner and animal feed business to lease and with the help and support of the Crunch Corner Yogurts were imported restore a derelict watermill at local bank’s Business Manager. directly from Bavaria in southern Letheringsett. The mill is now fully Mike Thurlow suggests: Germany to satisfy the fast expanding operational and cereals, including demand for Müller products in the “The bank’s advice was tailored to organic and the ancient spelt wheat United Kingdom. my unique situation. They helped are milled to supply flour to the mill me to see ways to save money. I However, by that time it became shop, local retailers, hotels, restaurants did borrow, but only manageable obvious that the sheer logistics of and numerous B&Bs. A top Mayfair amounts that could be paid back importing over 4 million packs of restaurant is also supplied and the over a relatively short time scale.” chilled yogurt and dessert products in flour is exported to Russia, Japan, refrigerated road transports, every week Hong Kong, and the USA. Mail order “I have a sensible pricing structure. over 1500 kms, was likely to limit the shopping is available through the use My aim is to provide the best quality growth of the brand. The decision of BigBarn.co.uk internet site. products for the most reasonable Local Support was taken to build a state of the art cost. I seek a steady profit and set Turnover has risen from £39,000 in production unit costing £30 million, the prices to encourage a broad In addition to gaining help from 1988 to over £100,000. Four local on a new site near the Shropshire range of people to buy at the shop, the local bank, Mike Thurlow with our local farming community employees help run what is now a busy market town of Market Drayton. of yogurt, most of which will be including families with young children” has developed a network of local who supply the raw material for flour mill, shop and one of North sourced from 120 milk co-operatives authorities and other local businesses. our very popular range of fresh, Norfolk’s top tourist attractions. Strategic Factory Location and dairy farms within a 35 mile Tourism By informally keeping in touch with radius of the factory. Furthermore, chilled dairy products under the The position of the town, near to The main aim of the business is his contacts he is kept up to date the local Shropshire dairy herds are Müller name. Our quality has to Business Planning the centre of the country and close to produce untreated flour. Extra with the latest relevant information predominantly Friesian cows, known be the best to bear our brand Mike Thurlow has researched and to motorway transport links with income from tourist trips to the mill and legislation. for their consistently high yield. name and our farmers know that learnt new skills to develop a high all parts of the UK, were important is gained without much additional we expect the best milk from them” level of technical expertise in the www.northnorfolk.co.uk/letheringsett/ reasons for the location but perhaps input. Visitors pay £2 to look around Constant Communication operation of a watermill. Doing most important was the immediate www.muller.co.uk the mill and then they are able to much of the specialist work himself and ready supply of fresh milk from Müller has regular meetings with purchase flour, bread and other local has led to savings in many of the KEY ADVICE farms in the surrounding area. the Milk co-operatives and individual products in the shop. In 2000 Mike farmers to discuss quality, supplies and KEY ADVICE development and ongoing costs Seek and explore all opportunities Thurlow received his tenth annual Over three million pots of yogurts price as well as the company’s increasing that can restrict a small business. to develop your business. Don’t forget that local sourcing North Norfolk District Council Top and dairy desserts currently speed sales which demand more milk. opportunities exist for suppliers of Attraction Tourism Award. Business plan to develop your off the production lines every day at ingredients as well as the end product. enterprise. Seek financial advice Müller UK – that is 125,000 pots an Ken Wood, Managing Director Find out which manufacturers are Although this side of the business if necessary. located in your area and see how you hour and 2,000 every minute. On 15 of Müller Dairy (UK) Ltd highly provides less than 10% of the can benefit from their presence in Develop a good understanding October 2001, Müller added a further recommends this business strategy: the marketplace. income, it helps to promote and with those you deal with by inviting £55 million extension to its factory; increase the profile of the business. and showing them around your “We have always had a policy of Whatever you supply, product premises. Make sure that this is set to double production within encouraging local milk supply to quality and consistency are going School parties are also invited to everything is in order before to be key issues. Find out what five years, to two billion pots a year. our factories, both here and in visit and learn about the mill. A the visit. standards are required and if, classroom area has been set aside Over one million litres of milk a day Germany and we are proud of the or how, you can meet these. for this purpose. will be required to produce this quantity close working relationship we have

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MAKING THE MOST OF GOOD RELATIONS

Natures Way Foods is a fast growing The new company sources lettuce Natures Way Foods meet half of Close Business Relationships company with a £30m turnover and from the farm, prepares it and supplies McDonald’s UK demand. Langmead Natures Way Foods liaise closely 320 employees, that developed as a direct to retailers and McDonald’s. Farms are ideally located with over with the lettuce production side of sister company to Langmead Farms. Consequently, a well-integrated supply 2000 hectares of prime lettuce the business. This is essential for food chain has developed. growing land at Selsey Bill on the The Langmead family has been safety and traceability. A bag of lettuce South coast. There is good light farming in West Sussex since 1981 supplied to McDonald’s or indeed any The Importance of Location intensity, light soils and low rainfall and has grown lettuce since 1987. By of the other retailers can be traced It is McDonald’s policy world-wide to with cooling winds. High density 1994 there was an increasing demand back to within 10m of the field where purchase supplies locally, from the country iceberg lettuce can be produced for prepared salads. Langmead Farms it was grown. of operation, wherever possible. This from mid-May to October. It is then had developed good knowledge and is providing that the supplier can meet shredded to McDonald’s exacting They also have good communication experience of lettuce growing and McDonald’s exacting product and requirements of 6mm x 60mm average links with McDonald’s other UK with Robert Langmead, who had hygiene standards and are competitive. shred proportions at the Natures Way lettuce supplier. Apart from ensuring valuable food processing experience Foods plant which has been built between them, continuity of supply, from working in Unilever, the time 5,200 tonnes of lettuce are used conveniently nearby. they also exchange technical information was right to establish Natures annually by McDonald’s, of which which helps to improve the ability to Way Foods. 2,200 tonnes are sourced from the provide to McDonald’s exacting UK. In order to ensure continuity of consumer requirements. supply, two UK companies are used. Close Neighbourhood Relationships management on their farms. The benefits of the integrated Hedgerows and other environmental KEY ADVICE supply chain are visible in other ways. features are well managed and INTEGRATED SUPPLY CHAIN Contingency planning is vital Langmead Farms, by remaining viable attention is paid to new technologies for a company. in agricultural production, are able that can improve lettuce quality and to invest in the environmental the good husbandry of the land. Completely watertight systems are needed for food health and safety. LANGMEAD NATURES WAY Natures Way Foods employ many McDONALD’S Speed of reaction and flexibility FARMS FOODS people from the immediate locality (without taking damaging shortcuts) and as the company grows, they have will help to ensure that buyers made sure that the community is made have continuity of supply. aware of and involved with the growth. Even as you grow, keep up the Integration Sponsorship of the Selsey Bonfire ‘can do, will do’ culture. Greater mutual understanding Night is a highlight of the year! More Effective Working www.natureswayfoods.com Better control, consistency and quality www.mcdonalds.com Shared Goals TRANSPARENT TRACEABILITY

CASE STUDY 35 36 CASE STUDY

LOCAL DAIRY FARMERS: RACHEL’S ORGANIC DAIRY: CONTINUED SHORTENING THE SUPPLY CHAIN GROWTH, CONSTANT OBJECTIVES

The relationship between Nestlé and SAC Crichton Royal Farm is an Rachel’s Organic Dairy began on Securing Shelf Space farm diversification and advice local milk producers is essentially a excellent example of how a rural Britain’s first certified organic dairy Rachel’s Organic Dairy was the first from local development agencies, partnership between local businesses, business has seized the opportunities farm near Aberystwyth, on the West company in the UK market to produce the Rowlands were able to plan the helping to sustain the local economy. available from a close and local coast of Wales. The 100% organic a premium quality organic yoghurt. various stages of business development relationship with its customer. company now produces a range of Whilst this meant that direct and investment They also sought From its origins in milk and dietetic products, uniquely made using only professional marketing, design and ● competition was relatively low, the foods, Nestlé has expanded to By combining careful rationing fresh liquid milk sourced from PR services to help present their produce a complete range of food of the dairy cows and the use of company faced the enormous challenge approved organic farms. Products of creating a market for its product products and tell their story. and drink and today is the world’s home-grown forage, David Webster include natural and flavoured organic and demonstrating to retailers and Rachel’s Organic products are largest food company. In the UK over has achieved Nestlé’s desired high yoghurts, organic crème fraiche, Nestlé buyers and negotiate future supermarkets that end-consumer now stocked in a range of outlets, 455 million litres of milk are used proportion of milk solids (butterfat organic cream and butter. Between policy pricing structures. Ideas on demand existed. from health stores, to independent every year in the production of its and protein). In return the farm 1995 and 2000, company turnover best practice and future business retailers such as Spar to multiple product range. All of this milk is has achieved an additional 1p per grew by over 200%. Company founders Gareth and sourced direct from dairy farms local litre over the price for standard milk development are also shared, helping Rachel Rowlands and their family retailers such as Tesco, Sainsbury’s, to the four UK Nestlé factories. This composition; equivalent to £10,000 to optimise efficiencies in all are passionate about organic farming Safeway, Somerfield, Co-operative approach to local sourcing has been per annum. involved businesses. and food. Their commitment and Group and Booths. possible only since the deregulation ● Further bonuses are available ● The most important link ability to communicate their belief of the Milk Marketing Board in 1994. for producing clean and hygienic between Nestlé and milk producers to the consumer was a huge factor in SAC Crichton Royal Farm in milk, and SAC Crichton Royal Farm are the Farm Liaison Officers, the early days. Coupled with good Dumfriesshire, Scotland run by David is consistently in the elite band Pamela Harrison and Karen Allison. Webster, farm manager supplies over of producers. They have achieved a close working one million litres of milk per year relationship with farmers enabling ● The high intensity processing to Nestlé’s factory in Dalston and has problems to be dealt with both of the milk within the factory means worked closely with Nestlé to ensure speedily and efficiently. that the milk does not need to be a continuous supply of the right type collected on a daily basis. The farm www.nestle.com of milk for their products. can now work towards alternate day Joint Benefits of a collections of their milk reducing KEY ADVICE Tailored Local Milk Supply transport costs. Furthermore, the strategic selection of farms Meet with your buyer to Sourcing milk from local farms understand how your product by Nestlé has created an efficient is to be used and what the brings benefits to both parties in collection route and brought further ideal specifications are. the relationship. Nestlé encourages cost reductions. dairy farmers, in a variety of ways, Seize opportunities to maintain a dialogue with your purchaser, to achieve the high standards of milk ● David Webster also attends and they with you. Not only can necessary for the end product and as the bi-monthly Farmer Committee this help to ensure that you get any technical advice available, a result receives security of volume meetings that are held at his local but it also helps to create a and quality in the supply of milk. Nestlé factory. This provides an friendlier environment in which opportunity for him to meet to work and share ideas. with other local farmers and

CASE STUDY 37 38 CASE STUDY

RACHEL’S ORGANIC DAIRY: SCARCE RESOURCES (CONTINUED)…

Constant Objectives The company continues to follow its The Company The Solution One of the principle objectives original objectives of establishing and Rannoch Smokery is a family business, Richard believes that the key is to of the company has been to make conducting business in a consistently which originally started as a farm change the way they produce products, their products available to the mass ethical manner with regard to diversification project in the early becoming much more efficient at market and at a competitive price. relationships with employees, 1980’s, smoking wild venison from using technology and increasing As well as building ever-stronger routes suppliers, customers and society at a converted farm outbuilding. After a the range of skills of the to market, Rachel’s Organic Dairy large. They are now committed to fire in 1994, the business moved into current staff. has been actively encouraging more sustainable growth and profitability, a purpose built factory on the outskirts Rannoch Smokery’s product dairy farmers to convert to organic which they believe will enable them of Kinloch Rannoch and now smokes lines are currently set up for the production methods. For example, to strengthen and enhance the venison, chicken, duck, lamb, beef and retail market, but the company is they pioneered a private ‘in conversion’ organic industry, support family game, selling all products fresh chilled now preparing to move into the subsidy scheme, coupled with a farmers and participate fully in the and vac-packed. service sector, specifically targeting contract for future milk purchasing rural community. The ingredients for Rannoch’s main cruise ships and airlines. The product from the participating farms. This has www.rachelsdairy.co.uk products are primarily sourced from development focus at the moment is Booths helped to improve long term supply of within Scotland. The venison comes on tailoring the existing products to Booths was one of the first UK organic milk, which, until recently, was from the hills of Perthshire, Angus meet the needs of the new markets, grocery retailers to stock Rachel’s in short supply. and the Southern Central highlands; rather than developing a completely products. At first this was only In addition, the company has lamb from Aberdeenshire; beef from new range. in Booths’Windermere store but, invested in R&D to extend consumer highland cattle reared in Bridge of as sales grew and Rachel’s servicing KEY ADVICE Richard is confident that by choice and to improve products Earn and salmon from Loch Fyne. levels were maintained, sales expanded Set clear and achievable completely reviewing their working without compromising principles KEY ADVICE closer to home in Booths at Knutsford objectives, review these constantly, The company’s first customer was practices they can find ways to utilise of using only fresh farm milk, but always know where you are It is better to grow slowly and and then in 1995 to all their national Harrods and it continues to aim its the machinery more efficiently, freeing never powdered. heading. Seek professional maintain the business values of UK outlets. Most importantly, advice and services. products at the top quality end of up existing staff time to cope with the delivering consistently high quality co-founder Rachel Rowlands was products and service, rather than April 1999 was a major turning point Know your market and the market, supplying Sainsbury’s additional production demands. grow too fast and risk things allowed to offer in-store tastings, when America’s top dedicated organic end consumer. This will be and Waitrose, delicatessens, hotels, getting out of control. thereby meeting urban consumers milk producer, Horizon Organic essential when establishing restaurants and mail order customers – Additional Support initial relationships with buyers It is vital to keep your staff fully face to face, providing essential market Dairy, acquired the Rachel’s Organic to demonstrate how the while not forgetting to supply the Rannoch Smokery is receiving support informed and involved in all aspects research and feedback. Dairy. The Rowlands are still product will fit in with their local village shop! from its Local Enterprise Company of the business to ensure that consultants to the company, which customer base. they’re onside to pull out all the and is currently also reviewing its stops when you need it. remains committed to the expansion Don’t be afraid of success! The Challenge marketing strategy. of the Welsh brand and production Fast growth can be controlled The company’s strategy is to double Be prepared to share information, facilities at Aberystwyth. As such, growth if you have clear www.rannochsmokery.co.uk network and help other companies business plans. production capacity and expand into – the market is big enough for Rachel’s provides an excellent example new markets. Richard Barclay, MD, all of us. of how a rural business can grown into recognises that given his company’s a major local employer and attract geographically isolated position, it investment in the local community. will be almost impossible to recruit more staff to resource this expansion.

CASE STUDY 39 40 CASE STUDY

INTEGRATION OF THE SUPPLY CHAIN

Welsh Mountain Lamb – Welsh Mountain Lamb is different Procuring Quality Lamb – New Test Marketing in Wales A Regional Product from conventional lamb in at least Supply Chain Arrangements In conjunction with the Welsh Beef Local and more regional products can two respects: As strong supporters of Welsh and Lamb Promotions Board, the new be successful in the market place if ● It is sourced from animals reared lamb, Safeway and their dedicated product was launched at the Royal there is something distinctive about on the Welsh uplands by traditional suppliers, HM Bennett (1971) Ltd Show at Stoneleigh in July 1999. their intrinsic qualities, which is (part of the Randall Parker Group) farming practices, producing meat Initially the lamb was test-marketed attractive to consumers and is seen as saw a potential market for Welsh hill with a distinctively sweet taste. in Safeway’s Welsh stores and from sufficient to justify a premium price. lamb as a quality, premium product, July 2000 it was extended to 230 ● Welsh hill lambs typically weigh although at this stage there was Welsh Mountain Lamb, currently Safeway superstores throughout 11-15kg, compared with the average obviously no certainty of success. sold in virtually all Safeway’s 370 weight of 15-20kg usually required England and Wales. Retail packs were stores in England and Wales, is an by multiple retailers in the UK. Ensuring the delivery of a regional launched to compliment the bulk outstanding example of how the Being regarded as too light for the product, which met the exacting packs introduced the previous year, Success Story combination of retailer, processor quality standards required for success which had a positive impact on sales. home market, Welsh hill farmers By August 2001, two years and farmer can create a new market in the untried domestic market, led have traditionally relied on export from the original launch, Safeway’s “A premium fresh meat range for a regional product from scratch directly to the introduction of new markets for their lambs. During the sales of Welsh Mountain Lamb requires procurement, slaughtering in less than two years. It also supply chain arrangements. late 1990s, however, the strength were running at £75,000 per week, and processing arrangements provides a model for the future of sterling against certain other EU Traditionally, Welsh hill farmers equivalent to a demand for 65,000 which will guarantee the delivery integration of the supply chain currencies undermined this export had sold their stock to auction lambs in a full year. These are only of consistently high quality standards for lamb in the UK. trade – which was subsequently closed markets. Under the Safeway/Bennett sold for the six months of the year in predictable volumes. This in turn down by foot and mouth disease. initiative, a farmers’ co-operative, that they are in season, an average of demands a more integrated supply Farmers Marts Ltd, were invited to 2,500 lambs per week. chain. It is possible, therefore, that organise the procurement and stock the principle of integration can be The success of Welsh Mountain selection and supply the animals applied more widely across the Lamb has encouraged Safeway and its direct to Bennett’s abattoir. Quality livestock industry.” suppliers to develop further regional was also underpinned by the Welsh meat products. In Scotland, Safeway www.safeway.com Livestock Farm Assurance scheme, has launched Scottish Highland which ensures that farming practices HM Bennett explained: Lamb and, in the West of England, comply with defined protocols for KEY ADVICE “We developed a special retail pack West Country Lamb. Safeway also animal welfare, feeding and stock Assurance schemes are becoming to increase its appeal to customers introduced branded Welsh Beef into movement. The farmers were offered more widely developed. They and priced the product at a point stores in February. All products are a guaranteed minimum price and are a good starting point for which encourages them to try it” commercially successful. understanding today’s encouraged to commit to supply supply standards. 3 months ahead. With the active A novel feature of this extended The Future Investment in packaging design can support of the Welsh Mountain launch was the announcement that The wider conclusions, which may help market your product for you. Sheep Society, the farmers agreed Safeway would contribute 5p to the be drawn from this experience, are, to participate. Welsh Mountain Rescue organisation Test market your products before according to Kevin Hawkins, Director committing too much to an end buyer. from every £1 spent by consumers on of Communications, Safeway: a Welsh Mountain Lamb product.

CASE STUDY 41 42 CASE STUDY

WORKING WITH LOCAL BUSINESSES

Sainsbury’s has been committed to Partnership programmes were also He now supplies to stores throughout Stapleton Farm This was something we had not supporting British farming for over pioneered by Sainsbury’s with the the UK and new products have been A husband and wife team, from done before, and demanded the 130 years. Buying British and the local establishment of their Partnerships in developed specifically for the Scottish Stapleton Farm in Devon, make biggest cultural change, however, sourcing of products continues to be Fresh Foods Scheme. These are three- stores. These include breakfast packs, Sainsbury’s luxury handmade ‘Taste we had support from Sainsbury’s important to Sainsbury’s customers. way partnerships involving Sainsbury’s traditional sausages, beef olives and the Difference’ farmhouse ice cream, through this stage. The key was suppliers and their farmers or growers. black and white pudding. With his having a unique product which The supermarket recognised some yoghurts, and ‘Be Good to Yourself’ Members can benefit from being able strong butchery background Simon people wanted and to be ready suppliers produce quality, unique local yoghurts. Aware of the need to to plan better long term, to share Howie has also embarked on a trial to produce it to a consistent quality products and that they, with a little extra diversify from milk farming, Peter information, to support joint research involving meat counters in Scotland. even when volumes start to climb, support, would be able to supply a and Carol Duncan started producing and development, and reduce costs. As as they will.” supermarket locally and, if their products Mike McCafferty, General yoghurt in 1975. a result customers enjoy the benefits were popular, nationally as well. Manager, said: www.stapletonfarm.co.uk of guaranteed supplies, consistent product quality and traceability. Sainsbury’s established their Supplier “The relationship with Sainsbury’s Local Support Initiatives Development Programmes which is mutually beneficial, above all, the The two studies below show how The viability of the rural economy aims, through a combination of profile of the company has risen. some of these arrangements have is a major concern for Sainsbury’s support sessions and hands on Many restaurant chefs have seen our worked in practice. and the company is active within rural assistance, to enable local firms to product on the supermarket shelves economies both as a purchaser of food Shopkeepers remain independent, in understand how to manage supplying and are reassured that they too are Simon Howie Butchers and as a retailer of food from stores in complete control of their business and large UK supermarkets. A dedicated receiving the best quality meat. The company which is based in rural locations. their communities reap the benefits. Regionality Team was also created Perthshire was formed in 1986 and The relationship has also meant including Regional Trade Development The Sainsbury’s Assisted Village www.sainsburys.co.uk was founded on experiences which that we have developed our Managers briefed to identify promising Enterprise (SAVE) scheme involves Simon Howie had whilst training business to listen to Sainsbury’s local products and bridge the gap 200 shops across the UK with plans as a butcher in a small local business. and its customers and provide them between local suppliers and traders. to involve more than 600 by the He started producing high quality with what they want, not what we end of 2002. The SAVE scheme products initially for restaurants and think they want. Equally, we have In 1998 Sainsbury’s sent a product gives shopkeepers the ability to hotels in Scotland. challenged Sainsbury’s on issues and development manager to explore possible purchase and order from thousands have been extremely heartened by opportunities. The differential in their Initially, Simon was approached by of Sainsbury’s brand and proprietary KEY ADVICE the open-minded approach that has products was that Stapleton Farm Sainsbury’s to supply haggis, a relative non-perishable products directly from Identify and use what been taken. The meat counter trial process their own fruit by hand and low volume product, to 17 Sainsbury’s their closest Sainsbury’s supermarket. consumer information is available is testimony to this.” use milk from three local Jersey herds. to develop a market led, consumer stores in Scotland. Simon Howie was Benefits to the shopkeepers include focussed approach to developing then asked to join the first Scottish www.simonhowiebutchers.co.uk Peter Duncan said: your business. double Reward Points, early Supplier Development Programme. “Starting to do business with information on special offers, a wide Dedicate one person to manage range of goods and the option of the account and build relationships Sainsbury’s was initially an over- with your contacts. whelming experience due to the buying small amounts of products. need to adapt to formal contact with Support and advice on merchandising Have confidence – if you believe in people they will rise a large organisation, with separate is also given along with, for example to the challenge. contacts for technical, supply chain, carrier bags and point of sale material. and product development.

CASE STUDY 43 44 CASE STUDY

THE IMPORTANCE PIONEERING REGIONAL OF TRADITION AND LOCAL SOURCING

The Company Cornish Pasties Uniquely, within the 100 or more The Company Cotswold Sheep Group Samworth Brothers is a privately Ginsters and Tamar Foods, both based Cornish Pasty producers in Cornwall, Somerfield has 581 stores located in This group of farmers, originally set up owned family business and a leading in Cornwall are responsible for baking a Ginsters now grows wheat within town centres and other urban locations. in 1980 has transformed itself from a UK player in the production of quality wide variety of innovative and traditional the county, which forms part of The company has recently shifted its technical committee into a marketing savoury and sweet food products. The pasties and savoury pastry slices. the blend used by the bakery. This emphasis towards local and convenience group which now also provides logistics, group is made up of 12 operating commitment by Ginsters has resulted retailing and aims to be the leading buying and consultancy support to its in the rapid expansion of a number neighbourhood retailer in the UK. members. There are 60-70 members, companies, including Dickinson & TRADITION of its suppliers’ businesses and all Farm Assured British Beef and Morris, Charnwood Bakery, Ginsters, A key component of this strategy and Tamar Foods split between The pasty is known to have been significant job creation in the area. Lamb (FABBL) registered. eaten widely in Cornwall from the is the sourcing of regional meat and Leicestershire and Cornwall, and 18th Century. Today, consumers are very conscious fresh produce. These products are then About two years ago, Somerfield launched boasts a turnover in excess of of the origins of what they eat. made available in Somerfield stores Cotswold lamb as their first regionally £250m, employing over 4000 staff. To be a true ‘Cornish Pasty’ it should be prepared and baked in Cornwall Ginsters’ local sourcing policy located in the regions where the sourced meat product. All the lamb Local Sourcing facilitates a greater control and products originate from. comes from members of the Group Samworth Brothers have worked over Pasties are believed to have first Somerfield are also seeking a range awareness of the production of which is confined to the Cotswold area. the past five years to switch many of been made by the wives of the Somerfield also source local products of local products which feature in Cornish Tin Miners. The traditional ingredients and, therefore, a full their suppliers to local sources. which feature in individual or small Peter Sidgwick, Chairman of the individual or small groups of stores. side crimp was used like a handle, traceability of foodstuffs direct to holding the crimp to eat the numbers of stores. Group said: Some 170 suppliers are now involved David Samworth, Chairman of surrounding pasty the crimp would local farms and fields. providing primarily ambient products. Samworth Brothers, said: then have been thrown away. This Regional Sourcing “The partnership with Somerfield has allowed the pasty to be eaten with The continued growth of Ginsters brought good publicity for the Group Somerfield are helping these “Local sourcing has proved a very dirty hands, which was particularly and the extension of this policy has Somerfield source a range of regional businesses overcome some of the important to the miners who were at and is providing a springboard on viable option for us. As well as meat products. These include: risk of arsenic poisoning. The pastry seen the amount of foodstuffs which to expand. Our priority is to hurdles involved including improved financial, social and environmental was thought to be strong enough to bought locally more than triple in ● Cotswold lamb obtain exclusive use of the Cotswold labelling and packaging, bar-coding, benefits, in a time when consumers drop down a mineshaft the last three years with many more ● Marches Reared beef lamb brand so that we can develop delivery arrangements and invoicing are ever more conscious of the origins The Pasty became the staple diet opportunities presenting themselves ● Northumbrian beef our markets at home and abroad.” procedures. of what they eat, greater traceability of Cornish miners, engineers, for the future. ● Peak District Reared beef blacksmiths, farmers and fisherman. Local products have their own is becoming an increasingly valuable Key Messages However, fishermen never took a www.ginsters.co.uk Each of these areas are defined space in store and their own point factor in our business.” pasty aboard for fear of bad luck ● www.samworthbrothers.co.uk on a map and the products are sold in A strong local group of farmers are of sale material. required, willing to collaborate with each Somerfield stores located in the region www.somerfield.co.uk Ginsters are the leading pasty producer of origin. The regional beef products other in the marketing of their products. in the country with brand sales of over KEY ADVICE are registered under the Beef Labelling ● The geographical area from which £140 million, marketing under the To save energy and transport costs, Scheme. Somerfield report an increase products are sourced should have a KEY ADVICE ‘Cornish through and through’ banner. source your ingredients locally. in the sales of meat since the sense of identity that consumers The company has actively provided a By building links with other similar introduction of regional brands. understand and relate to. Understand the cost of production business and aiming for sustainable better, in particular, the costs local sourcing policy for several years growth, you and the rural area The range is currently being extended ● Consumer research indicates a of your own time put into and today, over 100 tonnes a week of should benefit. running the business. to encompass other regions and other demand for regional products because Don’t be afraid to emphasise the local produce, meat and dairy products are meat products. The price of your product and origin of your product as consumers of perceptions of freshness but not if delivered to Ginsters and its sister its position in the market are are increasingly interested in the it results in more expensive products or company, Tamar Foods, from farms Somerfield also intend to regionalise key to its success. source of their food. if it reduces all year round availability. and processors within 20 miles of the their fresh produce buying. bakeries’ home in Callington, Cornwall.

CASE STUDY 45 CASE STUDY 46 STOKE FARM ORCHARDS

QUALITY AT ALL STAGES OF INNOVATIVE FOOD LOGISTICS THE PRODUCTION CYCLE

The Company The Challenge “Southover Foods provide us with a The Company Steve Pearce, Managing Director of Steve realised early on that rather than gateway to a much larger customer Stoke Farm Orchards of Stowmarket, Southover Food Company is from deliver just his products, it would be base than we, as a small company Suffolk is a ‘micro’ business employing five generations of butchers. In the more efficient to transport for other producing fine quality pies and five people who produce a range of 1980s he diversified to produce small suppliers at the same time. quiches are able to serve directly.” award winning apple and pear juices. quality dry gammons from an The costs of distribution need to be Marc Lillie, A.H. Lillie and Son Ltd David Upson, the owner, started growing industrial unit in Southwick, East carefully calculated and added to the dessert apples and pears in 1989. In Sussex. Early membership of the Food product price, and as Steve suggests: Although the company started small 1995 he pressed a few apples for juice From Britain Speciality Food Group, they now employ 30 people and and since then a purpose built juicing A Taste of the South East, helped The Solution distribute all over the country. facility has been added. David says: through their food shows, a directory “In the early stages of a new www.southoverfoods.com of producers and other marketing business it is tempting to try and www.taste-ofthe-southeast.co.uk “Our mission is to be the foremost activities, to raise the profile and do everything yourself, including the producer of premium British apple increase sales of Southover produce. deliveries. Whilst this is good for juices, for discerning customers in existing customer service, it means the UK and abroad.” that you are not in the office, ready The company is a member of Taste to take new enquiries which may of Anglia. lead to increased sales” The Products Southover Food Company offers ● Juice production uses a single variety The company delivers personally to a service which allows 70 suppliers The business pays careful attention and is slow and labour intensive using each of the Tesco stores and to central to drop off at his cold and freezer to the quality of its products. The traditional methods (for example, low distribution depots owned by the 1 stores. There are sixteen 3/2 tonnes following factors are key to this. temperature pasteurisation). other retailers. vans to distribute 2000 different ● frozen, chilled and ambient products Just like wine, the aspect, soil The farm is run under an integrated Sales of juice into London now to sandwich shops, office sandwich KEY ADVICE and climate dictate the texture, flavour crop management system and apples mean that a bespoke delivery service bars, delicatessens, butchers shops and aroma of the apples and pears. are grown to Assured Produce standards. is used weekly. Focus on your core business. Do Accordingly, the orchards are planted and public houses. not let distribution take up all your Batch numbers can be used to follow time and make sure that all the on southerly slopes with rich, loamy an apple’s entire life cycle from Additional Support costs of distribution are added clay soils. ‘blossom to bottle’. to product price. KEY ADVICE Because many of the products are ● The apples and pears are only different they are of interest to Food From Britain has Speciality Markets Pay attention to quality at all stages Food Groups all over the country. picked when they are ready; Cox’s, of the production process the food service industry. The latest They can help to keep your when the pips rattle and Discovery, The company supplies to national and development for Southover is to products special when the skin turns a pleasant green. international markets with some 40% Work closely with the major retail work with Taste of the Southeast of products shipped overseas. stores to familiarise them with the As a small producer try to keep ● particular needs of small businesses to develop a brochure of all the centred, through business planning, Fruit is harvested by hand and In the UK the product is sold through different products which may on where you stored in cold stores to mellow and Seek professional advice want to be – small, 12 local Tesco and Somerfield stores, and expertise where it will be of interest to the various reach optimum eating quality before medium or large. and Rainbow Co-operative stores in benefit your product catering establishments. being either sold or juiced. Norfolk and Lincolnshire.

CASE STUDY 47 48 CASE STUDY

CREATING A VIRTUAL MARKET

Taste of England.co.uk was in the mid 1990’s at a time when the The concept for Taste of England.co.uk Two further challenges have been The Future Tracy Frankpitt is clearly firmly established in 1999 by Tracy farm had begun to add-value to their emerged naturally from the success of in educating consumers that products Taste of England will continue to committed to the approach that Taste Frankpitt and her co-directors, to basic product with the creation of the farmers’ market. The experience bought direct from small producers develop and diversify its original of England has adopted, adding that; translate the increasingly popular the Peverstone Cheese company. gained through establishing and are subject to seasonal changes and concept. Producers can now choose concept of the Farmers’ Market to promoting the farmers’ market has tackling any initial consumer suspicion “I feel so strongly that what we One of the key challenges that between seven different packages that the Internet. It enables independent, proved invaluable in the set-up of about the internet. Ultimately, Tracy are doing is right that I pass on my Peverstone Cheese faced was reaching determine the service and promotional small-scale producers to sell their the website company. Frankpitt believes that the best way of experiences by giving talks and the consumer to sell their product. offer provided by Taste of England. product direct to the consumer and addressing this is simply to provide an This spurred Tracy Frankpitt to One of the key features of the fuller presentations to other producers brings the public closer to the farmer Building Awareness offer that delivers the quality concept investigate the concept of the packages is the development of and organisations.” and producer of their food. There are now over 800 producers it promises. Taste of England now Farmers’ Market, at a time when producer specific web-sites, building selling their products through Taste has a core group of regular customers www.tasteofengland.co.uk there was only one UK Farmers’ on the skills and knowledge that the Creating A Market of England. However, reaching these that order a range of products on a Market located in Bath. directors have gained from their own The company is based in the rural producers and raising awareness of continual basis and they continue to experience. This will ensure that community of Cullompton, Devon. Tracy worked with the Regeneration the opportunity that existed proved receive a stream of positive feedback each producer has its own distinctive Tracy Frankpitt is one of its key Group of Cullompton to establish to be a considerable challenge in the from their customers. character on the website, rather than founders and already had considerable and promote the farmers’ market. early stages. A variety of techniques forcing them into a set structure. experience of farming, producing and This has now been running were employed to tackle this from marketing. Originally a computer successfully since 1998 and she word of mouth in the local area to programmer, Tracy married into a continues to be a driving force direct mailing on a national basis. long-established dairy farming family behind its development. NFU has also proved to be a considerable source of support KEY ADVICE and advice for Tracy Frankpitt and an invaluable link with farmers It is not essential to invest considerable sums of money up and producers, whether through front when establishing a new direct mailing lists or simply business. Explore the concept first through coverage in their regional and build up from a small and relatively risk free financial basis. and national newsletters. NFU recently awarded Tracy their You don’t have to be the first in the marketplace, but do be a ‘fast Farming Entrepreneur of the Year follower’. Market creators can end Award for the West Country Region. up investing considerable time and money in learning lessons that others could benefit from.

CASE STUDY 49 50 CASE STUDY

USEFUL PRODUCING TO REGIONAL TASTES O The Company Marks and Spencer helped to guide C T the developing company to ensure a N A Angus Wilson, Managing Director consistent supply of quality potatoes T of Wilson’s Country has shown C entrepreneurial spirit, drive and that were attractive to the Irish determination, changing an 80 cow consumer. Marks and Spencer S dairy farm into a thriving multimillion agronomists were provided and pound potato business, with 140 Wilson’s Country employed someone employees in Northern Ireland. to work with the growers to make sure they had the technical support needed The Customer to produce what the Marks and Spencer consumer in Ireland required. This list of contacts is designed to help companies interested or IGD’s web site: www.igd.com contains free information on Mr Wilson’s initial entry into the involved in local sourcing to access information and assistance all aspects of the food and grocery industry, as well as details of potato market was as a diversified Summary on a variety of topics. It covers a large range of issues including IGD’s products and services. The following free services may be business to the core dairy operation. basic business advice, mentoring services, business and technical of particular interest to small food businesses: The Irish traditionally favour drier The company now holds key support, research information, policy, training and marketing. accounts with many of the leading IGD Fact Sheets: Free information from www.igd.com on potatoes and Mr Wilson discovered the food and grocery industry, from the consumer to retailing, food retailers in Northern Ireland and BUSINESS IN THE COMMUNITY and developed this niche opportunity Business in the Community is a unique movement of companies wholesaling, industry initiatives and employment. for a high dry matter potato obtained the Republic of Ireland, both as own across the UK committed to continually improving their positive Small Business Guide to working with Supermarkets: label suppliers and also with their impact on society. As part of the Rural Action Campaign, by fertiliser free production. He This guide sets out to provide clear guidance for small food branded Wilson’s Country range Business in the Community works with larger companies to established a network of growers producers on how to work with larger retail businesses and develop good practice in local sourcing and is interested of products. includes a comprehensive glossary on the different names, whilst developing the brand ‘Wilson’s to hear of relevant case studies. terms and expressions used. Country’. The dairy herd was sold By focusing on a niche area of the Address: 165 Whiteladies Road and the diversification enterprise Food Business Mentoring Scotland: This IGD company market, Wilson’s Country have grown Bristol mentoring scheme, sponsored by Scottish Enterprise, focuses became a mainstream business. from a small local supplier to a BS8 2RN on providing practical assistance to food businesses in Scotland Telephone: 0117 923 8750 company that now provides potato by partnering smaller companies with larger companies in Attention to Quality Fax: 0117 923 8270 and other vegetable products to all non-competing sectors to provide free guidance and support. Website: www.bitc.org.uk One of the largest challenges was of Northern Ireland and Eire. For information about this scheme please contact: matching a traditional product to IGD Contact: Rona Sutherland Angus Wilson believes: IGD is the leading source of information, research the demands of modern retailing. Telephone: 01360 850521 and education for the food and grocery industry. IGD’s work Advertisement of the product at the “The Company’s key success Email: [email protected] KEY ADVICE covers the entire food chain, from the farm to the consumer. BBC Good Food Show in Birmingham factor to date has been its strong IGD offers a very wide range of business services, including conferences, training workshops and business publications gave Mr Wilson the useful link to commitment to quality and service. Research market opportunities. Marks and Spencer who were looking A niche market may become This has been achieved by the mainstream in the future. Address: Grange Lane for home-grown produce for their development of a reliable contract Letchmore Heath, Watford Irish stores. grower group and a high level Advice may be obtained from the Herts WD25 8GD retailer that you wish to do Telephone: 01923 857141 of investment in agronomy advice business with. Fax: 01923 852531 to growers.” Website: www.igd.com Strong branding can work well www.wilsonscountry.com to improve profile and sales. www.marksandspencer.co.uk

CONTACTS 51 52 CONTACTS

NATIONAL FARMERS UNION South East of England Development Agency FOOD STANDARDS AGENCY The Yorkshire Pantry The National Farmers’ Union is the democratic organisation Website: www.seeda.co.uk The FSA aims to make sure the food we eat is safe and to offer Contact: John Partridge representing farmers and growers in England and Wales. Its independent, balanced advice. Its website covers a range of issues Telephone: 01609 532350 central objective is to promote the interests of those farming South West of England Regional related to food safety and consumer choice. Fax: 01609 532022 businesses producing high quality food and drink products for Development Agency Website: www.yorkshirepantry.co.uk customers and markets both at home and abroad. Central to this Website: www.southwestengland.co.uk Telephone: 020 7276 8000 objective is its encouragement of environmentally-friendly and Website: www.foodstandards.gov.uk Hampshire Fare welfare conscious farming practices and a desire to ensure the Welsh Development Agency Contact: Tim Brock FOOD FROM BRITAIN long term survival of viable rural communities. Website: www.wda.co.uk Telephone: 01962 845999 Food from Britain’s responsibilities include encouraging the Fax: 01962 878131 development of the speciality food and drink industry in the Address: Agriculture House Yorkshire Forward Website: www.hampshirefare.co.uk UK via a range of tailored business development and marketing 164 Shaftesbury Avenue Website: www.yorkshire-forward.com London WC2H 8HL services that are delivered both locally and nationally. Kentish Fare Telephone: 020 7331 7200 THE SMALL BUSINESS SERVICE Contact: Rob Weaver Website: www.foodfrombritain.com Website: www.nfu.org.uk SBS was set up by DTI as a focal point for Government’s Telephone: 01622 221928 Website: www.speciality-food.com support for small businesses. The support strategy is built on Fax: 01622 691418 NFU Services is a wholly owned subsidiary company of the a detailed understanding of small business needs, particularly Website: www.kentishfare.co.uk NFU and NFU Mutual, providing professional services to A Taste of the South East (Southern England those of start-ups, micro-businesses (up to 9 employees) and farmers and rural dwellers across England and Wales. excluding Hampshire and Kent) Island 2000 Trust (Isle of Wight) the self employed. SBS works with a network of Business Links, Contact: Sue Scott Contact: Ian Boyd business-led organisations that will tailor their services to the Telephone: 01798 874 250 NATIONAL FARMERS UNION OF SCOTLAND Telephone: 01983 822118 needs of all groups in their areas. Fax: 01798 874 256 The NFUS has close contact with Scottish farmers, growers, Fax: 01983 522 812 Website: www.taste-ofthe-southeast.co.uk crofters and others in allied industries. NFUS has 85 District Website: www.sbs.gov.uk Website: n/a Branches and nine Regional Boards for the operation and development of the NFUS in their regions. BUSINESS LINK Heart of England Fine Foods (Herefordshire, Shropshire, Staffordshire, Warwickshire, West Tastes of Ulster The Business Link network comprises 45 operators throughout Contact: Fionnuala Jay-O’Boyle Website: www.nfus.org.uk Midlands and Worcestershire) England, delivering services to small and medium sized Telephone: 02890 665630 enterprises. Business Link offers information and advice on Contact: Karen Davies THE FARMERS’ UNION OF WALES Telephone: 01746 785 185 Fax: 02890 665630 anything from starting a business to exporting. It is the gateway Website: n/a The FUW has a network of county and local offices throughout to a network of business support organisations, as well as Fax: 01746 785 186 Wales and aims to protect and advance the interests of those Website: www.heff.co.uk information from the public, private and voluntary sectors. REGIONAL FOOD TECHNOLOGY who derive an income from Welsh agriculture. Services include: TRANSFER CENTRES These provide small firms with advice on a range of technical Website: www.fuw.org.uk North West Fine Foods (Cheshire, Cumbria, ● information and initial advice for growing businesses issues including equipment, process design, product labelling Greater Manchester, Lancashire and Merseyside) and HACCP. REGIONAL DEVELOPMENT AGENCIES ● training and advice services Contact: Catherine Smith RDAs were established in 1999 to help further economic growth Telephone: 01695 554918 and prosperity and to improve the quality of life in urban and ● specialist services, such as technology, e-commerce, design Fax: 01695 554901 Food Technology Centre (South West) rural communities. They offer a range of support measures to and intellectual property Website: www.nw-fine-foods.co.uk Contact: Tim Brent rural businesses. Telephone: 01626-325858 The network can be accessed nationally via a contact centre and Tastes of Anglia (Beds, Cambs, Essex, Herts, Advantage West Midlands a website linked to the network of local operators. The contact Norfolk and Suffolk) Food Focus (Scotland) Website: www.advantage-westmidlands.co.uk centre will respond to requests for information and if necessary Contact: Colin Clarke Contact: David Lewis transfer the caller to their local Business Link. The centre is open Telephone: 01473 785 883 Telephone: 01292-525089 East of England Development Agency from 8:00am to 8:00pm, Monday to Saturday and can be Fax: 01473 785 894 Food Research Centre (Lincoln) Website: www.eeda.org.uk contacted on: Website: www.tastesofanglia.com Contact: Professor Taylor East Midlands Development Agency Telephone: 0845 600 9006 Taste of the West (Cornwall, Devon, Dorset, Telephone: 01522-886873 Fax: 0845 606 1777 Website: www.emda.org.uk Gloucestershire Somerset and Wiltshire) Email: [email protected] Contact: Diane Lethbridge The London Food Centre Website: www.businesslink.org Northwest Development Agency Telephone: 01392 440745 Contact: Simon Doff Website: www.nwda.co.uk The website www.businesslink.org is supported by an e-mail Fax: 01392 440732 Telephone: 020-7815-7988 connection allowing users to be referred to an appropriate Website: www.tasteofthewest.co.uk Food Knowledge and Know-how (Reading) One NorthEast Business Link or other local business support organisations. Website: www.onenortheast.co.uk East Midlands (Lincs, Leics, Notts, Derbys, Contact: Bob King Northants and Rutland) Telephone: 0118-931-8711 Contact: Kate Baumber Telephone: 01526 321784 Teeside Technology Transfer Centre Fax: 01526 322845 Contact: Barry McCray Website: n/a Telephone: 01642-342441

CONTACTS 53 54 CONTACTS

DEPARTMENT FOR ENVIRONMENT, REGIONAL GOVERNMENT OFFICES LOCAL ENTERPRISE AGENCIES FOOD AND DRINK FEDERATION FOOD AND RURAL AFFAIRS The nine Government Offices in England combine the functions Website: www.nfea.com The Food and Drink Federation (FDF) is the voice of the UK Website: www.defra.gov.uk of a number of Departments, including DEFRA and DTI. food and drink manufacturing industry. FDF promotes the THE COUNTRYSIDE AGENCY industry’s views and works to build consumer confidence in the DEFRA offers a number of grants to assist food businesses Website: www.countryside.gov.uk Government Office for the North West food chain as a whole. including: Website: www.eat-the-view.org.uk Telephone: 0161 952 4000 Website: www.fdf.org.uk The England Rural Development Programme – a HIGHLANDS AND ISLANDS ENTERPRISE package of schemes are available to encourage sustainable, Government Office for the North East Contact: Michael MacIntosh FOUNDATION FOR LOCAL FOOD INITIATIVES competitive rural enterprise. Relevant schemes include: Telephone: 0191 201 3300 Telephone: 01463 244220 Website: www.localfood.org.uk Fax: 01463 244254 ● Processing and Marketing Grants: a capital grant scheme Government Office for London Website: www.scottishfoodanddrink.com LANTRA NATIONAL TRAINING ORGANISATION aimed at improving the processing and marketing of Telephone: 020 7217 3456 Website: www.lantra.co.uk primary agricultural produce. SCOTTISH ENTERPRISE Government Office for the West Midlands Contact: Alastair Bremner LINKING ENVIRONMENT AND FARMING ● Rural Enterprise Scheme: Support for a wide range Telephone: 0121 212 5050 Telephone: 01592 623000 Website: www.leafuk.org of activities including schemes designed to produce a Fax: 01592 623149 commercial return, for example, assisting the marketing Government Office for the East Midlands Website: www.scottishfoodanddrink.com MEAT AND LIVESTOCK COMMISSION of quality agricultural products. Telephone: 0115 971 2759 Website: www.mlc.org.uk ENTERPRISE FOODS ● Vocational Training Scheme: Provides funding for training Government Office for the East of England (FORMALLY FOOD FROM SCOTLAND) NATIONAL ASSOCIATION OF that contributes to an improvement in the occupational skill FARMERS MARKETS Telephone: 01223 346700 Website: www.foodfromscotland.co.uk and competence of farmers and others involved in farming Website: www.farmersmarkets.net and forestry activities and their diversification. Government Office for Yorkshire and Humberside ASSOCIATION OF CONVENIENCE STORES Website: www.acs.org.uk NATIONAL RURAL ENTERPRISE CENTRE If you wish to ask for information about ERDP schemes or Telephone: 0113 280 0600 Website: www.nrec.org.uk submit an application, your first point of contact should be ASSURED FOOD STANDARDS Government Office for the South West your local DEFRA office. Website: www.littleredtractor.org.uk RARE BREEDS SURVIVAL TRUST Telephone: 0117 900 1700 Website: www.rare-breeds.com Leader+ – a 6 year European Community initiative for BRITISH BEER AND PUB ASSOCIATION assisting rural communities in improving the quality of life and Government Office for the South East Website: www.beerandpub.com RURAL BUSINESS NETWORK economic prosperity in their local area. Partnerships of local Telephone: 01483 882 255 Website: www.rbnet.co.uk organisations and people (local action groups) can receive funds BRITISH RETAIL CONSORTIUM to develop and test small scale, innovative pilot projects to meet THE NATIONAL ASSEMBLY FOR WALES Website: www.brc.org.uk RURALNET (RURAL DEVELOPMENT NETWORK) these development needs. Each Government Office for a region Website: www.wales.gov.uk/subiagriculture/ Website: www.ruralnet.org.uk in England is responsible for implementing the programme in BRITISH TOURIST AUTHORITY its area. DEPARTMENT OF AGRICULTURE AND RURAL Website: www.bta.org.uk SCOTTISH FOOD AND DRINK FEDERATION DEVELOPMENT NORTHERN IRELAND Website: www.sfdf.org.uk Farm Business Advice Service – this service comprises up Website: www.dardni.gov.uk BRITISH TOURISM COUNCIL to 3 days of an advisor’s time for free, one to one basic business Website: www.englishtourism.org.uk THE BRITISH CHAMBERS OF COMMERCE THE NORTHERN IRELAND ASSEMBLY advice resulting in the development of an Action Plan suggesting Website: www.britishchambers.org.uk Website: www.ni-assembly.gov.uk how to take the farm business forward. The service is being CAMPDEN AND CHORLEYWOOD FOOD THE CENTRE FOR FAMILY ENTERPRISE provided by the local Business Links. RESEARCH ASSOCIATION SCOTTISH EXECUTIVE ENVIRONMENT AND Website: www.campden.co.uk Website: www.familyenterprise.org RURAL AFFAIRS DEPARTMENT Website: www.scotland.gov.uk COUNTRY LAND AND BUSINESS ASSOCIATION THE LEARNING AND SKILLS COUNCIL Website: www.cla.org.uk Website: www.lsc.gov.uk SCOTTISH PARLIAMENT Website: www.scottish.parliament.uk E.CENTRE (BAR CODING) UK REGISTER OF ORGANIC FOOD STANDARDS Website: www.eca.org.uk Website: www.defra.gov.uk/farm/organic DEPARTMENT OF TRADE AND INDUSTRY Website: www.dti.gov.uk FEDERATION OF SMALL BUSINESSES VALPAK (PACKAGING WASTE REGULATIONS) Website: www.fsb.org.uk Website: www.valpak.co.uk DEPARTMENT OF HEALTH Website: www.doh.gov.uk FEDERATION OF WHOLESALE DISTRIBUTORS WOMEN’S FOOD AND FARMING UNION Telephone: 01323 724952 Website: www.wfu.org.uk LOCAL GOVERNMENT ASSOCIATION Website: www.lga.gov.uk/ccn

HEALTH AND SAFETY EXECUTIVE Website: www.hse.gov.uk

CONTACTS 55 56

ACKNOWLEDGEMENTS LEADERSHIP COMPANIES

Arriva

AWG

IGD and Business in the Community would like to thank British Beer and Pubs Association Sainsbury's, NFU and HSBC for sponsoring this guide. HP Bulmer Holdings

Consignia

Duchy of Cornwall

Fishburn Hedges

HSBC

Lloyds TSB

Northcliffe Newspaper Group

Pfizer

Sainsbury's

Samworth Brothers

Scottish Power UK

Business in the Community and IGD are very grateful to SPAR Stuart Mitchell (J.Sainsbury plc), Peter Blakemore (SPAR), The Co-operative Group Steve Ellwood (HSBC), Janet Godfrey (Women's Food & Farming Union) and David Samworth (Samworth Brothers) The Countryside Agency for their valuable support during the production of this guide. United Utilities

If you would like to find out more about Business in the Community’s Rural Action Campaign, please contact:

Graham Russell, National Rural Director at: [email protected]