National Farmers Union

Understanding the relationship between food provenance and the out of home market, therefore enabling food producers to elevate their voice within the Out-Of-Home market.

The Challenge

As provenance within the Out of Home market continues to grow in importance, the NFU reached out to CGA to gain insight into the relationship between consumers, operators, and British farmers and growers within the Out-Of-Home market.

 

With the aim to help educate and equip both NFU members and businesses on the conversations around food sourcing, standards, brand value and connecting consumers with British farmers and growers within Out of Home, helping to demonstrate benefits of strong and lasting relationship between producers and operators within OOH supply chains.

 

The Solution

Using a mixture of both quantitative and qualitative operator and consumer research conducted, CGA’s data and insights provided NFU with a clear understanding of the value of provenance within the OOH market.

 

The research is to allow NFU to highlight how sourcing can support OOH brands and businesses alongside understanding the scope of conversations needed in the supply chain.

 

The Outcome

CGA’s research revealed how important locally sourced and British produce has become to consumers post Covid-19, providing NFU with the insights and knowledge to help businesses in recognising the importance of food provenance which will support in engaging the consumer and building trust.

 

“Throughout the entirety of the journey, it was a pleasure to work with CGA by NielsenIQ. The team really understood the brief and created a programme of research which enabled us to understand both the operator and consumer perspectives in detail. The NFU is on an insight journey within the Out of Home market; this initial investment has created many opportunities for our members, British farmers and growers.” – Bethan Cowell, Foodservice and Procurement Adviser at NFU

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