SLR p14 him Nov08.qxp 31/10/2008 13:59 Page 14
inside business
HIM
Local produce
key to growth
Local sourcing is an area where lretailers can really set themselves apart from their
competitors and strengthen bonds with customers, says Georgina Wild of HIM.
L
ocal sourcing is a subject which has
grown over the last few years with many
retailers actively looking to expand their
local food offer. Consumer interest in locally
produced goods has also increased signifi-
cantly leading to a demand in such foods.
Local foods are generally considered to be
produced within 30 miles however local can
be considered as the home nation, either Scot-
land/ Wales/ Britain for example.
Retailers selling locally sourced foods are
seen not only as supporting local producers
and suppliers but helping to reduce food
miles and the impact on the environment.
Locally produced foods can also create a talk-
ing point and theatre in store.
If retailers were in any doubt about selling
locally sourced produce in their stores, then
hopefully the following facts will convince
them otherwise. Each year him! speaks to
30,000 convenience store customers while
they are shopping in convenience stores
throughout the UK as part of the annual
Convenience Tracking Programme (CTP).
The study shows that 64% of convenience
customers said that if the milk sold in store
came from a local farmer would encourage
them to buy it from this store. 66% of
customers said that if the fresh fruit and
vegetables sold in this store were from a local
farmer were that they would be encouraged to
buy them. 65% of customers said that if the
Eggs and 59% of customers said that if cheese
sold in this store came from a local farmer it
would encourage them to buy it. can supply your bread or perhaps team up the environment by reducing food miles.
So there is significant demand for locally with a local butcher to offer a selection of
produced goods in store. meats in your store. Look at other local TIPS FOR RETAILERS
If you are going to offer local produce it producers/ suppliers of cakes, vegetables, lThis “locally produced” message needs to
needs to be good quality and well package to fruit, cider, honey etc to differentiate your be clearly communicated to customers both
make it appealing to the customers. Be range of products in store. in store and also on any local marketing
renowned for offering great local produce e.g. Selling locally produced foods can provide such as leaflets and advertising in order to
Milk, bread, eggs, fruit, vegetables, meat, your business with a competitive edge as you raise the awareness with your customers.
honey, jams, cider, wine etc. will be seen as supporting other local busi- lAsk staff to highlight new lines of locally
Why not team up with a local baker who nesses and having a positive impact towards produced foods to customers.
14 l SCOTTISH LOCAL RETAILER l NOVEMBER 2008
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