British food 'needs proper marketing' (From Gazette & Herald)

British food 'needs proper marketing'

"WE need a proper strategy for the marketing of British food which has sadly been lacking up to now."

That message is from Tenant Farmers Association chief executive George Dunn, and the group was this week spreading the word at the Suffolk Show.

"We must learn lessons from the failure of the 'Image of Agriculture Campaign' in order to build a better and long-lasting campaign to the consumer that really makes a difference. This is an essential part of a move towards a more market-focused agricultural industry."

The TFA is keen to work alongside other farming organisations, to establish a strong strategy that will make an impact on the British marketplace.

"Consumers should have the freedom to choose where to shop and what to buy and should have access to a wide variety of suppliers and types of food production. A thriving mix of food purchasing outlets should be able to co-exist," said Mr Dunn.

"One route, such as supermarkets, should never be allowed to dominate the market to the determent of others."

He added: "Individuals should be able to establish where their food has come from and who has produced it. It should be made easy for the buyer to identify the value of the food they are buying in terms of health, animal welfare standards and impact on the environment."

Updated: 11:43 Wednesday, June 02, 2004