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Farming

No one size solution for farm exports

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Food exports: Market messages need to be tailored

BRITISH food exporters need to gain an understanding of consumer needs in different countries if the UK’s farmers are to fully reap the rewards of overseas trade, according to AHDB.

In its latest edition of the Horizon Brexit series, AHDB argues that a ‘one-size-fits-all’ approach to unlocking export opportunities should be avoided and that we cannot rely on ‘Brand Britain’ alone to boost sales.

The report, focuses on international buying behaviours and looks at exporting from a consumer perspective. It highlights the need for industry to monitor and adapt to the needs of each marketplace to create more opportunities.

The study included responses from more than 4,500 consumers in nine countries – from key UK export markets in North America, Europe, Gulf States and Asia – around what motivates and drives them to choose the food they buy.

Among the key findings was that, while seven out of the nine countries surveyed said ‘quality’ was the most important factor, both China and Japan stated ‘food safety’ as critical in their food choices.

Christine Watts, AHDB chief communication and market development officer, said: “Concerns and priorities vary by market and many could benefit from tailored messaging to appeal to these different interests.

“For instance, in China and Japan food safety is critical. Communication to these markets needs to be tailored to meet the desires of consumers so they know more about the safety of the food they eat.”

The report also closely considers the impact of ‘British’ branding overseas and looks at some of the opportunities and challenges this holds in a post-Brexit world.

Steven Evans, AHDB consumer insight manager and author of the report, said: “The research looked to capture the reaction to ‘Brand Britain’ and understand objectively how other countries see us. We found that many consumers have not had direct exposure to British food products and, therefore, have not had the opportunity to build a firm view of their qualities.

“This highlights that exposure to products and clear branding is necessary to drive awareness and build brand reputation.”

Other key aspects from the report include how different sectors also have different drivers in buying behaviour. For example, while quality was important for both meat and dairy, price featured second in the list for meat while freshness was the second highest purchase motivator in the dairy industry.

Also, promoting the same meat cuts across all countries would not be beneficial for British exporters as lifestyles, tastes and food choices differ around the world.

AHDB International Market Development Director Dr Phil Hadley said: “Often, what we as a British consumer perceive as a good product message will not be relevant for all export markets.

“For example, the Chinese Sunday roast is not commonplace but Dong Po Rou (braised pork belly) is. Both hold a similar association as they both use larger joints but each fit very different meal occasions.

“We also know that a Chinese consumer is comfortable to view the whole journey from farm to fork. But it would be dangerous to assume that the same approach across all export markets will result in the same sales performance.

“A one-size-fits-all approach doesn’t allow for customisation and adapting to meet specific domestic demands. It is critical that British food producers don’t make assumptions that their product has the same relevance across all markets.”

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Farming

Farming Connect’s face-to-face training back on

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DUE to the restrictions of Covid 19, although it’s not ‘training as usual’ as yet for Farming Connect, face-to-face training courses held exclusively outdoors can now resume immediately. This means that provided the Welsh Government’s current Covid 19 regulations are met and every individual involved stays two metres apart, face-to-face training is available.
Training can also be carried out in large, open sheds, barns or outbuildings, where the two metre distance rule and other Covid 19 regulations can be adhered to. Welsh Government has warned that its guidance is subject to change should there be a resurgence of the pandemic.  It is hoped that a full resumption of Farming Connect’s indoor classroom-based training will be possible in the autumn.

Kevin Thomas, director of Lantra Wales, which together with Menter a Busnes delivers Farming Connect on behalf of the Welsh Government and the European Agricultural Fund for Rural Development, welcomed the announcement.
“With all Farming Connect face to face training either fully funded or subsidised by up to 80%, it is very good news for the industry that so many face-to-face courses are now available again.

“Personal, business and technical development is critical as farmers and foresters prepare for a future outside the EU and with over 80 subjects to choose from, this could be the ideal time to learn something new or expand your knowledge on a specific subject.

“New skills will also be especially beneficial for those who have had to adapt their business model due to the changed market conditions caused by the pandemic,” said Mr. Thomas, who added that all Farming Connect training completed will be added to each trainee’s online ‘Storfa Sgiliau’ professional development records.
Registered individuals who received an approval for face-to-face training but whose courses were postponed due to the pandemic lockdown, should contact their selected training provider as soon as possible to discuss their options. Those who have not already applied for funded training can do so within the next skills application window which will be open from 09:00 on Monday 7 September until 17:00 on Friday 30 October 2020.

Farming Connect’s range of subsidised digital or ‘remote’ training has steadily increased since the pandemic first surfaced, and is now available for a number of Farming Connect courses including food safety; business-related training, poultry related training and animal health and welfare topics.

Training options within Farming Connect’s fully funded ICT and animal health training programmes can all be provided remotely, either one-to-one or via for example, a ‘virtual’ group animal health workshop. In addition, Farming Connect’s range of fully funded e-learning interactive modules has recently been refreshed and expanded to deliver more topics.
For further information about Farming Connect’s skills and lifelong learning programme, either contact your local development officer or your selected training provider. Visit www.gov.wales/farmingconnect for further information, a list of all training providers and the courses currently available.

Farming Connect, which is delivered by Menter a Busnes and Lantra, has received funding through the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.

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Farming

Wales can lead on net-zero farming

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NFU CYMRU hosted a farm visit for the Secretary of State for Business, Energy and Industrial Strategy, Alok Sharma MP, to demonstrate that Welsh farmers are well-placed to deliver on the industry’s net zero ambitions.

The event saw NFU Cymru launch its new document, which sets out that Welsh farmers are part of the solution to climate change.

NFU Cymru President John Davies presented the report to the Secretary of State, who also holds the role of nominated President for COP26, as part of the on farm meeting.

The visit was hosted by NFU Cymru Next Generation Group member Llŷr Jones, whose 1,600-acre sheep, beef and egg farm near Corwen also produces renewable energy to satisfy the farm’s energy needs, exporting the surplus power to the grid.

As part of his visit to Derwydd Farm, Mr Sharma was also able to learn about the scale of work carried out on the farm as part of Welsh Government’s Glastir agri-environment scheme, including creating habitats for wildlife, tree planting, protecting some 30 acres of peatland, hedgerow management and soil and grassland management.

During his visit, the BEIS Secretary planted an apple tree as an example of the environmental work the agricultural sector carries out to sequester carbon, while also providing food and aiding biodiversity.

Speaking after the visit, NFU Cymru President John Davies said: “By focussing on improving farming’s productive efficiency; improving land management and enhancing land use to capture more carbon; and boosting renewable energy and the wider bio-economy, Wales’ farmers will be able to play their part in addressing the issues brought about by climate change. By reducing carbon emissions in these ways farmers are in a strong position to achieve the industry’s goal of achieving net zero by 2040.

“I am thrilled that we were able to welcome the BEIS Secretary, Alok Sharma MP, on farm today to see Llŷr Jones’ exciting and impressive farming enterprise, which has carbon capture and renewable energy at its heart. Llŷr’s farm is just one of a wide network of farms across Wales who are harnessing innovation to reduce emissions and produce climate friendly food. These businesses are net zero leaders not just in the respect of farming, but in a wider business context.”

Alok Sharma, COP26 President and Secretary of State for Business, Energy and Industrial Strategy said: “I was very pleased to visit Llŷr Jones’ farm and see first-hand the actions being taken to mitigate climate change and support nature on their land.

“I welcome the NFU’s ambitious commitment to reach net zero by 2040, and I look forward to working across governments, business and civil society in the run up to COP26 to raise global commitments to reduce carbon emissions.”

NFU Cymru Next Generation Group member Llŷr Jones added: “I take great pride in the work we do to maintain and enhance the environment, encourage biodiversity and support the local community alongside my core role as a food producer.

“I was pleased to be able welcome the Secretary of State on farm today to show him how we’re always striving to positively influence the carbon impact of our business. I hope Mr Sharma enjoyed his visit to my north Wales hill farm and that what he has seen shows him that our industry has a vital role to play in the climate change challenge now and in the future.”

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Farming

Broadband must reach rural communities

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THE FUW has responded positively to news that there are plans to bring full fibre broadband to an additional three million homes and businesses in some of the UK’s most isolated rural communities, but stresses it must really reach them.

The connection to 3.2 million UK premises, which was given the go-ahead after an Ofcom consultation, is reported to be part of a £12bn investment by Openreach to build full fibre infrastructure to 20 million premises throughout the UK by the end of this decade.

Places set to benefit include Aberystwyth in west Wales, Millom in Cumbria, Thurso in north-east Scotland, and Ballycastle in County Antrim. Openreach is due to publish the full list of the 251 locations, referred to as Area 3, where it will build the new network. Ofcom has estimated there are 9.6 million homes and businesses situated in this final third of the UK.

Responding to the announcement, FUW Ceredigion county chairman Morys Ioan said: “The last few months have served as a stark example of how vital connectivity is. Our own Union staff, many of whom live in rural areas, have been working from home and we have continued to assist members with digital paperwork for their farm businesses. Without an internet connection this would not have been possible.

“It is really good news that this extra funding is being directed at rural communities but we must make sure that it really does go to those premises who currently are not benefitting from full fibre broadband.

“Our rural towns and villages have been left behind in the race for better and faster connectivity and it is critical for the competitiveness and viability of rural businesses, and the economy, that tangible improvements are made now.

“The FUW has stressed on many occasions that those without a connection cannot diversify their businesses, that they cannot support their children’s education and that they cannot connect readily with Government programmes for advice and support payments as they are mandated to do.”

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