Somerset Local Food Direct – Roger White, Manager
Somerset Local Direct was described as an extension of Somerset Farmers’...
• Retail does not need ‘sexy packaging’
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Microsoft Word Roger White.Doc20080701103533


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Roger White Workshop

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Microsoft Word Roger White.Doc20080701103533

  1. 1. Somerset Local Food Direct – Roger White, Manager Somerset Local Direct was described as an extension of Somerset Farmers’ Market. This system delivers local food to approximately three hundred customers from about sixty local producers. Typically produce is not sold ‘to the trade’ however there are some exceptions. Produce can be ordered on- line or by telephone; the range includes organic and conventionally produced foodstuffs. The main benefit of this system is that the producers have more control than when selling through a wholesaler as they can set the price. The website acts as the shop window and fair trade and organic fruit is also sold to encourage the customer to shop there. Produce needs to be ordered by 8am on a Tuesday which will be delivered on Friday. It has been found with this model that 80% of customers pay on-line. The minimum price for a box of produce is £15 but the average order is £45. It is interesting that the majority of the customers are over fifty years of age. Once collected, the produce is taken back to the warehouse in Glastonbury to be quality checked by the drivers who are self-employed. They are also responsible for packing the boxes for their own clients. This ensures that they have the correct order and will deliver when convenient to the customer. It costs an extra £3 for delivery of the produce which can be anywhere in Somerset. Polystyrene chilled boxes are used for the deliveries and are re- used twenty times through a return scheme before being disposed. As a group we were ask to think about: • How to help customers to plan and buy the weekly shop on the website. Ideas varied, from linking the ordering to a calendar, suggesting recipes, linking recipes; diet plans and other foodstuffs on the website. • How to increase the number of clients particularly from the younger generation. • Ideas included: Advertising campaign, leaflets distributed by the drivers. Incentive to recommend a friend - £5 credit when friend places their first order over £30. Education days at schools to encourage children to participate in local food and give them an opportunity to try new things. Trends • Provenance of goods is improving • There is a great need for growers to have farm assurance and hygiene certificates
  2. 2. • Retail does not need ‘sexy packaging’