Held on Tuesday 14th July 2020 and a great success!
'Brick to Click' post Covid-19: Opportunities and Threats for UK Farmers
We had around 150 people logon to view Professor Andrew Fearne's online update and refocus "‘Brick to Click’ post Covid-19: Opportunities and Threats for UK Farmers".
“Many consumers have switched from mainstream supermarkets to e-commerce platforms, many of which distinguish themselves through the diversity of products and the specificity of relationships with primary producers, for whom this presents a real opportunity for diversification and value adding,” said Professor Fearne.
This message is particularly important to local producers and farmers who sell direct to consumers; “Ensuring you understand who your customers are, and what they value is vital to give them a compelling reason to continue to shop with you,” he continued. “The large supermarkets and online retailers are likely to dominate the commodity market so make sure you are offering something different to those consumers who are looking for it. Personalisation is key!
“As we move forward the digital world will be the norm and farmers must invest in it more heavily than ever before. We need a more resilient, digitally connected food system. There is a significant segment of consumers who do care where their food comes from and how it is produced, and who are willing to pay a premium. Many of them have made the transition to buying their food on-line, which opens up new routes for farmers to connect with consumers. However, their resolve will be tested as the major players wage war for market share in the months ahead,” he stressed.
Our thanks go to Professor Fearne NSch for his most pertinent presentation, to Professor David Hughes for chairing with great style and to Helen Woolley NSch and Chairman for representing Nuffield in her opening and closing remarks.
2021: Andrew will be presenting his full Nuffield Farming Lectureship in person on 1st July 2021 at ‘One Great George Street’, Westminster, London SW1P 3AA. Details to follow next year.