Angela Tregear

In search of the concerned consumer: UK public perceptions of food, farming and buying local

Abstract In developed countries, upstream operators in the agro-food chain are being encouraged to become more market oriented as well as to engage in more localised, alternative food systems. Yet there is a lack of empirical information regarding consumer perceptions of local foods, which limits the extent to which alternative systems can be effectively theorised and developed. This paper reports on a qualitative and quantitative study of consumer perceptions of food and farming, which has the particular aim of examining the links between consumers’ priorities when choosing food, their perceptions of farming and food provisioning issues, and their interest in locally produced products. The results raise some important issues regarding the nature of consumer choice for local foods, as well as offering insights into the existence of a distinctive set of ‘concerned consumers’. Implications are given for policy support of localised food systems and for the future development of conceptual work in this area.

The Demand for Organically Grown Produce

A postal survey was sent to 150 supermarkets and 112 wholefood shops in the UK; response rates were 53 and 67 per cent, respectively. A telephone survey with 242 members of the general public was conducted in Scotland; there was a 63 per cent positive response. Research found that 29 per cent of the general public bought organic foods at some time.

Regional foods: a consumer perspective

Investigates consumer perceptions of “regional foods” in England. Results show understandings of regional foods to be a complex dynamic of interrelated concepts. Regional foods are defined by place and human‐related factors. An implicit factor in attitudes towards regional food is the “perceived authenticity” of the various product attributes by the consumer. Regional foods are characterized as “regional products” (high‐value, speciality or hand‐crafted products) and “regional recipes” (dishes readily associated with home preparation and cooking). Proposes that findings have implications for marketing, in particular product differentiation and communication. Implications are discussed for food producers and retailers, and recommendations are made for future research.

Policy initiatives for regional foods: some insights from consumer research

Abstract All agricultural products have specific geographic origins and at least some consumers, producers and retailers differentiate products on this basis. Recent food policy initiatives within the European Union and the United Kingdom offer formal mechanisms for such differentiation via certification schemes. Yet the appropriateness of these mechanisms has not been scrutinised extensively. Drawing upon an exploratory qualitative research project based in the UK, this paper examines geographic indication in foods from a consumer perspective, and considers the implications for policy-makers. The findings highlight some important issues regarding the characteristics and perceived authenticity of regional foods.

From Stilton to Vimto: Using Food History to Re-think Typical Products in Rural Development

Typical products — foods with special characteristics due to local ingredients and traditional production techniques — have been the focus of many studies in rural sociology and geography. Shared suppositions have emerged regarding the historic, artisanal properties of these products and their beneficial contributions to rural development. However, extant studies tend to be fixed in certain theoretical contexts, and they under-appreciate the historic dynamics shaping food-territory links. The present study addresses these gaps by tracing, over time, the evolution of food-territory links in the UK, taking account of critical social, economic and political forces. This leads to a classification of typical products grounded in UK conventions, whose contributions to rural development are contrasted with those of ‘classic’ Mediterranean products, with some challenging results. The paper concludes that typical products need to be conceptualized from a broader perspective, and that face-value assumptions regarding their contribution to rural development need to be treated with caution.

Lifestyle, growth, or community involvement? The balance of goals of UK artisan food producers

This paper examines the goals of contemporary artisans. Two strands of literature offer different conceptualizations of artisans, the first inferring proclivity towards co-operation and community involvement, the second assuming prioritization of lifestyle goals over growth. Each conceptualization presents alternative implications for regional development. To assess the contrasting theories of the character and socio-economic role of artisans, a qualitative study was undertaken, involving in-depth interviews with 20 artisan food producers in the north of England, exploring their goals and activities. Results give strong evidence of both lifestyle goals and commercial ambitions and skills in the sample. Analysis further suggests that when operating in buoyant niche markets, artisan producers offer the potential for valorization of local resources, skilled employment, and development of localized supply chains. However, under adverse market conditions it is hypothesized that artisans may follow one of two pathways, both of which lead to a loss of socio-economic benefits. Further in-depth research is recommended at the individual firm owner level, to gain more insight into the balance of artisan goals and perceptions.

Agrifood SMEs in Greece: the role of collective action

– Many previous studies have indicated that by acting collectively, agrifood SMEs can improve performance and enhance their contribution to local areas. Although collective action between agrifood SMEs proliferates in many southern European countries, relatively few successful cases appear to exist in Greece. The purpose of this paper is to explore the reasons for this, by relating the theoretical conditions of successful collective action to evidence from existing studies on the Greek situation., – Drawing from the literature on small firm networks, and previous empirical studies of agrifood SMEs in Europe, the paper identifies six conditions that underpin successful collective action: three contextual (type of market, social cohesiveness, institutional involvement) and three behavioural (market orientation, co‐operative spirit, existence of an initiator)., – Relating these conditions to existing evidence on Greek agrifood SMEs, the analysis suggests that socio‐cultural factors and institutional involvement are often barriers to successful collective action. However, the presence of at least some examples of strong agrifood SME networks in Greece indicates that such barriers can be overcome. The paper concludes by identifying the research questions to be tackled by future empirical study of Greek agrifood SMEs., – The paper explores the important phenomenon of small firm networks in the under‐researched country of Greece. In addition, the paper also presents an original synthesis of key conditions under which collective action thrives, drawn from many previous studies of networks and collective action in the agrifood sector throughout Europe.

Inter-firm relations in SME clusters and the link to marketing performance

Purpose – Networks are increasingly recognised as being important to successful marketing amongst small and medium‐sized enterprises (SMEs). The purpose of this study is to investigate the structure and content of network relations amongst SME clusters, and explore the link to marketing performance.Design/methodology/approach – Following a review of the literature on SME networks and marketing performance, case study analysis is performed on four SME clusters in the Greek agrifood sector.Findings – Analysis finds that the configuration of horizontal relationships between producer SMEs has little bearing on marketing performance, unless also accompanied by strong vertical connections between key members of the SME cluster and other actors in the supply chain. The disposition of these key members towards information‐seeking and contact building outside their SME clusters is also identified as important.Practical implications – To improve marketing performance, leaders in SME clusters should focus on buildin...

Discriminant Analysis of Consumer Interest in Buying Locally Produced Foods

In the wake of Foot and Mouth Disease in the UK, upstream operators in the agrifood sector are being encouraged to undertake more direct marketing of their products. However, little is known about consumer interest in buying local food, and the factors that might influence a positive response. Drawing from the literature on ethical and environmentally responsible consumer behaviour, interest in local food is conceptualised as being related to attitudinal, situational and demographic factors. Discriminant analysis of responses to a survey of shoppers in the north of England finds that attitudinal factors tend to explain variations in local food interest better than demographic factors. In addition, situational factors of urban/rural residency and degree of involvement with farming are also strong discriminators. However, as importance ratings of food choice attributes such as low price and intrinsic quality did not differ significantly according to interest levels in local food, the results imply that even highly interested consumers have pragmatic expectations about local food products that need to be met for marketing strategies to be successful.

Product country image effects for food products: the case of German cheese in the UK.

Abstract Many studies exist which have explored the effects of product country image (PCI) in the marketing of goods; however, few have considered these effects specifically for food products. This paper reports on a study of PCI effects in the product category cheese. In a survey, respondents were asked to rate identical fictitious British and German cheeses according to eight different attributes. Analysis revealed that there were significant differences in the ratings of two of these attributes. In addition, the importance was investigated of four cues of product quality, including country of origin. Overall, the results suggest that there are PCI effects in relation to cheese products, which may be usefully exploited by marketers.