Prepared by Daniel Keech, James Kirwan, Dilshaad Bundhoo and Damian Maye CCRI, University of Gloucestershire Case Case Study Cheese in the UK (Task 3.5) Study XY (Task 3.5) Authors – Partner The research leading to these results has received funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement n° 311778 2014 Contents Summary ................................................................................................................................................ 5 1. Introduction ....................................................................................................................................... 7 1.1 General introduction ................................................................................................................ 7 1.2 National context ....................................................................................................................... 7 1.2.1 Historical details ............................................................................................................... 7 1.2.2 Cheese production and consumption ............................................................................ 7 1.2.3 Milk supply in the UK .................................................................................................... 10 2. Context of the case study ........................................................................................................... 13 2.1 Global-local continuum ........................................................................................................ 13 2.2 Selection and revision of cheese types ............................................................................. 13 2.3 Global and local issues in the value chain ....................................................................... 14 Global (creamery) ................................................................................................................... 14 Local (farmhouse) ..................................................................................................................... 15 2.4 Scope of the selected chains ............................................................................................... 15 2.5 Production and processing of the cheeses ........................................................................ 16 2.6 Critical issues .......................................................................................................................... 17 3. Research design ............................................................................................................................ 18 3.1 Identification of the main research questions ................................................................... 18 3.2 Methods of data collection .................................................................................................. 18 3.2.1 Phase 1: Analysis of cheese supply chain performance at the production stage .................................................................................................................................................... 19 3.2.2 Phase 2: Analysis of cheese supply chain performance at the consumption stage .................................................................................................................................................... 19 3.2.3 Secondary data collection .......................................................................................... 20 3.2.4 Future stakeholder workshop (WP5) ......................................................................... 21 4. Methods ......................................................................................................................................... 22 4.1 The attributes ......................................................................................................................... 22 4.2 The indicators ......................................................................................................................... 24 4.3 Data Quality Check .............................................................................................................. 30 5. Results ............................................................................................................................................. 32 5.1 Farmhouse cheese - Single Gloucester .............................................................................. 32 5.2 Farmhouse cheese - Cheddar ............................................................................................. 46 5.3 Creamery cheese – Cheddar ............................................................................................. 55 5.4 Consumer Focus Groups ....................................................................................................... 63 5.4.1 Socio-economic and cheese buying profile of focus group participants ............ 64 5.4.2 Consumer cheese buying habits and behaviours .................................................... 65 5.4.3 Purchasing behaviours and the affordability of cheese ........................................ 66 5.4.4 Information and communication, including labels and labelling ........................... 69 5.4.5 Nutrition .......................................................................................................................... 71 5.4.6 Summary ......................................................................................................................... 71 5.5 Local food chain retailer perspective (Single Gloucester and Farmhouse Cheddar) ......................................................................................................................................................... 73 www.glamur.eu 2 5.6 Visual comparison of the performance of global and local supply chains, by attribute and indicators ............................................................................................................... 79 5.6.1 Affordability (Economic Dimension) ........................................................................... 80 5.6.2 Creation and distribution of added value (Economic Dimension) ........................ 83 5.6.3 Information and communication (Social Dimension) ................................................ 87 5.6.4 Consumer behaviour (Social Dimension) ................................................................... 90 5.6.5 Resource use (Environmental Dimension) ................................................................... 92 5.6.6 Biodiversity (Environmental Dimension) ..................................................................... 93 5.6.7 Nutrition (Health Dimension) ........................................................................................ 95 5.6.8 Animal welfare (Ethical Dimension) ............................................................................ 98 6. Discussion ..................................................................................................................................... 100 6.1 Key performance issues ..................................................................................................... 100 6.2 Methodological observations ............................................................................................ 103 6.2.1 Introduction ................................................................................................................... 103 6.2.2 Participatory approach ............................................................................................. 104 6.2.3 Multi-criteria nature of Glamur ................................................................................ 104 6.3 Policy ..................................................................................................................................... 104 6.4 Case study research questions .......................................................................................... 105 7. Conclusions ................................................................................................................................... 108 7.1 Issues in local/global .......................................................................................................... 108 7.2 Contextual influence ........................................................................................................... 109 7.3 Final concluding comments ................................................................................................. 110 7.3.1 Linking performance to global/local characteristics ............................................ 110 7.3.2 The importance of 'quality' when assessing performance ....................................... 110 7.3.3 Qualifying ‘nutritional benefits’ ................................................................................. 111 7.3.4 The choice of indicators............................................................................................... 111 8. References ................................................................................................................................... 112 www.glamur.eu 3 To be quoted as: Keech, D., Kirwan, J., Bundhoo, D., and Maye, D. (2014) Glamur project: UK Cheese value chain case study. CCRI, University of Gloucestershire. www.glamur.eu 4 Summary This report, which constitutes deliverable D3.2, presents data relating to the performance of local and global cheese supply