Masterchef presenter John Torode has urged farmers to reconnect with the public and be loud and proud when it comes to promoting their produce.
Torode, who runs restaurant Smiths of Smithfield and is the newly appointed president of the Royal Agricultural Society of England (RASE), sent a clear message to farmers at the English Farming & Food Partnerships' annual conference. “The consumer wants to know you and your role in their food,” he said. “Stand up and shout about the produce you nurture. You need to open up your farms and allow the public to understand what field to fork means.”
Torode was firm that even in the midst of the credit crunch, eating out will still be important for consumers. “In the future there will be greater focus on provenance with a capital P - despite the current crunch, consumers will still pay for premium food. There will be more focus on local, and as restaurateurs we have to translate this into our concepts.
“People are becoming savvy by shopping at Aldi and Lidl but they will still eat out - however, they want to ensure that the experience they receive when they do so is high quality and consistent and delivers value. They will expect you to do their bit on your behalf.”
Provenance has been at the heart of Smiths of Smithfield’s strategy since the restaurant opened for business near the meat wholesale market in the City of London eight years ago. “I have stripped away the middle man and rebelled against traditional supply lines,” said Torode. “Consumers have motivations for their buying habits - media, celebrities, special offers, advertising and internet communications - and it is important to understand these motivations to keep a business like mine strong.
“Consumers now are more ethically aware of food and drink. The focus on carbon footprints on menus is ever present and it is not just the media and the internet driving this - consumers are interested themselves.”
Growing awareness among consumers of health issues is also driving change, said Torode - the desire for fresher, more simple and natural food, along with clearer labelling and demand for ethical products.
“It has never been harder than it is today to build a successful food and drink business in the UK. It is tough out there, but there is a huge amount of money to be spent,” he saisd.
And Torode relished the opportunity to make a difference in his new role at RASE. “As president, I will be more than ever on the case with British food. I want to give UK farming a higher profile and create awareness of how farmers can access the profitable foodservice sector. It’s all about best of British.”
No comments yet