Rob Rees – Reaching the Urban Consumer A Summary

Reaching the Urban Consumer 80% of England is Urban – 50.6 Million people 20% of England is Rural – 9.6 Million people Urban mainstream is supply to workplaces, public sector organisations, catering outlets Just because it’s local doesn’t always mean it’s good Marketing of products should be on quality, safety, nutritional value, added value, no brainer for consumer. Does being local really matter? Is Local now actually dated as a stand alone marketing stream? Time for it to be taken for granted as part of a lifestyle either rural or urban Does Urban include the Global Market place? Should producers feel guilty about supplying retailers, distribution hubs and caterers? Distribution networks that work are ones that are run by business people not producers. Producers need to know the basic cost of their product, its worth in the market place and the pride and confidence to be able to negotiate and deal. Disposable income urban consumer is looking for “no brainer” do it yourself kits, some indulgent products but something that will be as good as the numerous choices of eating out establishments on the market place. Do they care about local, should they care about local – it’s all in the marketing. Evangelism to food production is beginning to be a turn off in the future economic climate. Product Development needs to be something that is based on the consumer. They must be put first in development and business management. Evidence based developments and not whim , emotion and passion. Producers though must balance who they sell to. Many chefs will destroy a good regional product in the cooking process with a knock on affect of ruining a product’s reputation. Look at easier procurement options. Eg Early Learning settings, Community Hospital Settings, Staff Workplaces and restaurants. Don’t lose sight of corporate responsibility projects. Use them to take your product to market and add value to culture eg: 14-19 Hospitality Diplomas, License to Cook, Family Cohesion projects and many more.

80% of England is Urban – 50.6 Million people

20% of England is Rural – 9.6 Million people

Urban mainstream is supply to workplaces, public sector organisations, catering outlets

Just because it’s local doesn’t always mean it’s good

Marketing of products should be on quality, safety, nutritional value, added value, no brainer for consumer. Does being local really matter?

Is Local now actually dated as a stand alone marketing stream? Time for it to be taken for granted as part of a lifestyle either rural or urban

Does Urban include the Global Market place?

Should producers feel guilty about supplying retailers, distribution hubs and caterers?

Distribution networks that work are ones that are run by business people not producers.

Producers need to know the basic cost of their product, its worth in the market place and the pride and confidence to be able to negotiate and deal.

Disposable income urban consumer is looking for “no brainer” do it yourself kits, some indulgent products but something that will be as good as the numerous choices of eating out establishments on the market place. Do they care about local, should they care about local – it’s all in the marketing. Evangelism to food production is beginning to be a turn off in the future economic climate.

Product Development needs to be something that is based on the consumer. They must be put first in development and business management. Evidence based developments and not whim , emotion and passion.

Producers though must balance who they sell to. Many chefs will destroy a good regional product in the cooking process with a knock on affect of ruining a product’s reputation.

Look at easier procurement options. Eg Early Learning settings, Community Hospital Settings, Staff Workplaces and restaurants.

Don’t lose sight of corporate responsibility projects. Use them to take your product to market and add value to culture eg: 14-19 Hospitality Diplomas, License to Cook, Family Cohesion projects and many more.