Farmers are going to be given the opportunity to study the shopping behaviour of one million consumers.
The Food Chain Centre is working with market research expert’s dunnhumby on a pilot project to share the information and identify market opportunities specific to farmers.
Farmers will be able to look at information which will provide trends and insights into shopping behaviour.
The data will give farmers insight into what types of people buy different products within areas like fresh produce, how consumers’ purchasing behaviour changes over time, what types of food consumers are buying, what gaps there are in the market and what potential new marketing opportunities exist.
Jon Woolven, FCC director, said: “This is an excellent example of how we are helping to connect farmers with market opportunities.
“For farmer ready to innovate it is essential they have a good information on what shoppers want. This pilot will test the value of the data to farmers and we hope it is the start of a bigger programme.”
As well as making the data available to farmers, a number of workshops will be organised by the FCC and dunhumby throughout September and October.
