Who buys my food?
The DEFRA Project
Helping the UK Food & Farming Industry 'get ahead' in an increasingly competitive marketplace, the Centre For Value Chain Research (VCR² ) offers farmers and food and drink businesses the tools to obtain a greater understanding of their markets and the knowledge needed to help boost profits.
In April 2005 a joint venture was established between Kent Business School and dunnhumby to provide a mechanism for farmers and small food producers to access unique shopper insight from the purchasing behaviour of over 1.4 million households in the UK.
With DEFRA funding under the Agricultural Development Scheme, VCR² offers a free service providing analysis of supermarket shopper behaviour for individual products (e.g. loose kentish new potatoes), or groups of food products (e.g. new potatoes), that will reveal detailed insights into which products are growing the fastest, who is buying them, where they are buying them and what else they are buying.
This information, is being made available free of charge to farmers and food producers with an annual turnover of less than £10m.
If you want to see some examples of how this information has been used by farmers and small food producers to improve their business planning and marketing decision-making then take a look at our case studies.
For further information on this service and how to obtain free shopper insights tailored to your requirements, please contact us.
