More than100 delegates turned out to attend the Select Lincolnshire annual seminar showcase earlier this month in Woodhall Spa, Lincolnshire.
Delegates were given the opportunity to listen to a variety of speakers including the latest recruit to the Select Lincolnshire Ambassador programme, celebrity chef Rachel Green. She told the audience how important it is for them to display the brand. “Select is a pure brand that portrays simplicity, quality and credibility - everything that Lincolnshire food stands for,” said Green. “But we now need to see the logo out there and start to display proudly that we are part of the Select Lincolnshire initiative.”
Simon Howard, marketing manager of Jack Buck Growers, gave an insight into how the brand is working for the speciality vegetable grower.
“Even the major retailers have been surprised by how branding with provenance has increased sales,” said Mark Tinsley, chairman of the Lincolnshire Forum for Agriculture and Horticulture. “Local branding is relatively easy. The difficult bit is building on national and international. But building exposure is absolutely critical to the success of the brand.”
Plans for 2008 were outlined at the event and include continuing to embed the Select Lincolnshire brand with businesses within the Lincolnshire area, continuing to work more closely with the major multiples to get more Select Lincolnshire branded products in store, promoting the brand to consumers in Lincolnshire and beyond and promoting the brand into the London market.
“Taking the Select brand to London is seen as a challenging but exciting step,” said Jill McCarthy, the initiative’s project manager. “Select Lincolnshire will embark on a hard hitting marketing campaign, including exhibiting at the prestigious Restaurant Show in October 2008, and holding a special VIP event at The fabulous Goring Hotel, London. All with the aim of getting the top London chefs to source Lincolnshire produce.”
No comments yet