Why it’s Important to Support Local Farmers and Fishers
06 August 2024
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IN THIS GUEST BLOG FROM LOVE BRITISH FOOD, AMBASSADOR JO BRUCE SHARES WHY SUPPORTING FARMERS AND FISHERS MATTERS.
As farmer and TV presenter Jeremy Clarkson’s recent purchase of a Cotswolds pub (set to be featured in his Amazon Prime series ‘Clarkson’s Farm’) once again highlights, there is a long historical relationship between pubs/restaurants and farmers.
Over the years, a number of UK pubs and restaurants have been owned by farmers. Examples today include The Sussex Ox in Milton Street, East Sussex; The Victoria at Holkham in Norfolk; and Gladwin Bros’ five restaurants and pubs across Sussex and London. There have even been dishes created by pubs specifically to cater for farmers – step forward the ploughman’s lunch.
Hopefully, Clarkson featuring his new pub, The Windmill at Asthall, on ‘Clarkson’s Farm’ – including produce from his farm and beer from his Hawkstone brewery – will have the same positive impact on sales of British produce in the hospitality sector as the show has had in boosting retail sales of British food.
Support remains high for British farmers
The introduction of ‘Best of British’ and ‘Buy British’ in stores and on websites by Morrisons, Sainsburys, Aldi and Ocado follows a campaign by MPs to make it easier for consumers to source British produce from online supermarkets.
By making it easier to buy British at supermarkets both physical and online, these campaigns have seen a strong show of consumer support for British farmers. Now is the time for hospitality businesses to do the same by showcasing these mutually beneficial sourcing relationships with farmers and fishers.
In the 20 years I have worked in the pub industry, there has always been passionate support for local suppliers, including drinks producers, with publicans and chefs shouting proudly about the local food heroes with whom they partner on menus, websites and boards in the pub.
Sadly, following the immense pressures on the hospitality industry post-Covid and with the cost-of-living crisis impacting consumer spend on eating out, this support has reluctantly fallen away among some hospitality operators, as they have tried to cut costs in a continuously challenging market.
Trends support backing British
Despite these pressures, it is key that hospitality operators consider or reconsider the quality, provenance and sustainability credentials that sourcing local and British can help deliver for their business.
The increasing demand for sustainable food should be a key consideration around sourcing more produce from local farms and fisheries to help reduce the carbon footprint of your business. Research shows that 47% of consumers proactively choose sustainable food brands.
Quality helps deliver value for money
With premiumisation and value for money remaining key trends in the UK on-trade, offering quality local produce from British farms and fisheries also has a key role to play for hospitality operators in meeting consumers’ needs around value – which doesn’t mean being cheap, but rather delivering something worth its cost through quality, execution and overall experience.
So much has changed in farming and fishing over the last few decades, including the big focus from farmers and fishers on marketing their businesses and practices to the public – which makes telling their stories even simpler for hospitality operators. Pub and restaurant operators should look to champion (if they aren’t already) the wonderful stories of their suppliers on menus, boards and pictures in their establishments, through regular posts on social media, through QR codes on tables with links to articles and/or by hosting events in collaboration with producers.
Flying the flag for the British food heroes with whom you partner not only helps them, but your business too, by providing your customers the perception of quality and community support.
Retail British produce
Rural pubs and eateries can also play a role in helping support British farmers and fisheries by retailing produce. Pub is The Hub – an organisation founded by King Charles – helps pubs to diversify their services, including offering village stores. The New Inn at Norton Lindsay, Warwickshire, is among many pubs around the UK that have a village shop to help support local people. In turn, this helps support the many local food and drink producers whose produce they stock.
For hospitality operators without the space or funding for a shop, even having a couple of shelves of local produce for sale can be another effective way of supporting local food and drink producers, highlighting to customers again your attention to provenance.
Hosting a regular ‘Farmers Market’ at your pub/restaurant is another great way of showing support for local producers, and helps your business to be perceived positively in your local community and to drive footfall. Many pubs have made a success of driving hot drink and ‘Farmer’s Breakfast’ sales around these regular events.
Photo credit: The Sustainable Restaurant Association (TSRA)
Source: The Sustainable Restaurant Association
