Would you like a British Farming Brand?

Farm & Country

Member
Location
North Somerset
Do we have a brand that the British consumer recognises, is proud of, is invested in, and is loyal to? When we go shopping do we see a mark, on product, that tells us everything that is great about British produce? That makes us say, we don't want cheap food, we want a British product because we applaud our farmers and their work in bringing food to our tables. We want to support our farmers because they are custodians of our beautiful land and for their contribution we can continue to enjoy our countryside. They bring us healthy, sustainable, traceable food that is reared under some of the highest welfare standards in the world and most importantly, we want all of this from our farmers because we trust them! I know the answer to this question...I am asking because I believe we can make this happen - if we work together. If you agree then please share and reply with a yes.
 

topground

Member
Livestock Farmer
Location
North Somerset.
It depends on who or what controls the brand. If it comes with a series of controls and levers operated by the Supermarket buyer cartel for their benefit to manipulate the market (see Red Tractor ) then no thanks.
If it is controlled by the producer it could he useful as could cooperative marketing by producers.
 

beefandsleep

Member
Location
Staffordshire
The money is there in the levy to make a brand of British food. It doesn’t have to have a kite mark or an assurance scheme.
It needs repeating ad nauseam on tv, radio and social media that by buying British food where available you are supporting the economy, the maintenance of our landscapes and rural communities and supporting an industry with some of the highest welfare and quality standards in the world. There is a good story to tell and the means to tell it are being pee'd up the wall.
 

Farm & Country

Member
Location
North Somerset
It depends on who or what controls the brand. If it comes with a series of controls and levers operated by the Supermarket buyer cartel for their benefit to manipulate the market (see Red Tractor ) then no thanks.
If it is controlled by the producer it could he useful as could cooperative marketing by producers.
Thank you, I like the cooperative point. Thank you again.
The money is there in the levy to make a brand of British food. It doesn’t have to have a kite mark or an assurance scheme.
It needs repeating ad nauseam on tv, radio and social media that by buying British food where available you are supporting the economy, the maintenance of our landscapes and rural communities and supporting an industry with some of the highest welfare and quality standards in the world. There is a good story to tell and the means to tell it are being pee'd up the wall.
Interesting point on the kite mark/assurance scheme - I raised that to gauge current feeling on how those are performing and perceived value. The industry needs some weight putting behind a powerful marketing campaign; multi channel messaging that shares more than just putting food on our tables - you hit the nail on the head there. Like it or not, we need something feel good, something that makes consumers proud to be supporting our farmers - because they believe in them, trust them and want to set the standards that the rest of the world aspires to.
 

Farm & Country

Member
Location
North Somerset
It depends on who or what controls the brand. If it comes with a series of controls and levers operated by the Supermarket buyer cartel for their benefit to manipulate the market (see Red Tractor ) then no thanks.
If it is controlled by the producer it could he useful as could cooperative marketing by producers.
Thank you, I like the cooperative point. The challenge is where does the money come from and as you say, who controls it. Thank you again.
 

Clive

Staff Member
Moderator
Location
Lichfield
We certainly do not need any more assurance

We do (rather desperately) need good cross-sector marketing however by professionals with a good budget. Existing p[rodfesionals within ag organizations are failing miserably at this right now yet if anyone dares question their worth or value for money they will be met told to "shut up" (as me how I know !!)

Strange ...................... but sadly I have concluded that most UK farmers are beyond help, they are like alcoholics who can't even reach the stage of recognizing they have a problem !!
 

Farm & Country

Member
Location
North Somerset
Agreed, sadly

You'll never get farmers to agree and there will be an "exposure" from someone allegedly working below the standards and the brand will be torpedoed below the water line by the haters
Why stop at British farming?

Why not bring the fisheries on board together too? We and they have a lot in common but rarely seem to fight our causes together from what I have seen.
That's an excellent point. In fact, someone I was talking with just the other week mentioned that. Thank you so much for contributing.
 

JCMaloney

Member
Location
LE9 2JG
Clear "Country of Origin" is the way to go.
Sadly there isn`t the will or the desire to do that and I doubt there is enough room on the labels these days alongside energy/allergies/traffic lights and similar stuff.
Joe Public also needs to care more about their food origin and that is unlikely.
 

Farm & Country

Member
Location
North Somerset
Clear "Country of Origin" is the way to go.
Sadly there isn`t the will or the desire to do that and I doubt there is enough room on the labels these days alongside energy/allergies/traffic lights and similar stuff.
Joe Public also needs to care more about their food origin and that is unlikely.
Yep great point. Joe has no understanding because he/she is so far removed from the realities of the workings of the land these days. They have been spoon fed cheap food for too long and when things are cheap, people value them less and they become quite simply, disposable and there lays the problem. And in reality, how can we expect Joe to understand where food comes from when the entire system has been devalued.
 

Clive

Staff Member
Moderator
Location
Lichfield
It could be done

My view is it needs to be a new version of the "Buy British" campaign that we used to have but much more "now" . Not as simple as just adverts though, that's far to but a tool these days, we need to activate (pay) a small army of "influencers" to fill media with the message, fund documentaries, articles, and popular TV programs, sponsor major sporting events, personalities, and teams and MOST importantly take a joined-up approach to social media which is where the value and big numbers are. Some of the VERY best PR and marketing professionals are required as they have a huge mountain to climb we are so far behind

Couple of million budget (loose change frankly) from AHDB and NFU / Red Tractor budgets plus farmer and industry crowdfunding to raise more and I would love to get involved and help make it happen


Tis but a dream, however !! no way those that need to agree will agree, they all think they do a spiffingly great job already and are busy working against each other rather than together and think people like me are just idiots who don't like them!
 
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Steevo

Member
Location
Gloucestershire
Clear "Country of Origin" is the way to go.
Sadly there isn`t the will or the desire to do that and I doubt there is enough room on the labels these days alongside energy/allergies/traffic lights and similar stuff.
Joe Public also needs to care more about their food origin and that is unlikely.

The sad thing about the other things on the label today - I don't think the customer really cares much about them either!

Country of origin is so simple, and could be a mark of pride, but sadly is not.

I had a building built a year ago and was really pleased to see "BRITISH STEEL" on all the steelwork.
 

Steevo

Member
Location
Gloucestershire
One major problem is that British farmers will buy their inputs from anywhere in the world if it is better value than home-produced stuff.

Fair comment that. If farmers didn't need to watch every penny I think they'd actually love to do different.

I've almost always regretted buying the cheapest possible whenever I have done so, but sometimes it has been a case of needs must. It now gives me pleasure to be able to take pride in myself and opt for what I think is the right option that I will be happiest with long term, rather than being forced to opt for the cheapest as I couldn't justify better. It seems like a luxury at times but it's all down to mindset and actually ends up better value for money.
 

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