Local & Regional Foods: background and adding value Regional Food From Norfolk 12th March 2015, Dereham Luke Owen Senior Research Assistant Luke.Owen@coventry.ac.uk @LukeOwen86 Centre for Agroecology, Water and Resilience (CAWR) Coventry University

What is local and regional food? ‘local food’ is not legally defined in the EU/UK the meaning of ‘local’ and ‘regional’ is ‘relational’ (what it means varies in relation to who you are and where you are – Texas or Taunton!) no agreement on all variables which should be included in ‘local / regional food’ e.g. origin of ingredients, location of production, processing, retail, distance travelled

1. What is local food? Local Food Locality or Regional Foods Locality i.e. produced in a defined place, but not necessarily purchased/consumed in that place. Often associated with ‘speciality’, ‘quality’ foods e.g. Jersey Royals, Welsh lamb, Stilton cheese 1. What is local food? Local Food (in a Local Food System) Locality or Regional Foods Local i.e. food produced, processed & retailed within a bounded geographical area e.g. farmers’ markets, farm shops, box schemes and community supported agriculture Source: Buller and Morris 2003

‘Local food’ is a woolly concept, but consumers are interested. Why? Increasing interest since the 1990s Health scares led to mistrust of industrial food chains (most recently, ‘Horsegate’…) Perception that local = good quality + trustworthy Desire to support British and local farmers, producers and communities ‘Celebrity’ food and ‘foodie culture’ (Many studies agree on the above drivers for example Socio- Economic Research and Intelligence Observatory, 2008)

A growing market 92% of consumers want local markets and distribution channels 89% would buy locally from a farm 96% want quality when buying food 71% say that origin of food is important (Eurobarometer Survey 2011, 2012) Supporting local / British producers is one of the most important ethical criteria for shoppers. 36% of shoppers claim they are prepared to pay extra for locally produced foods (IGD 2012) Local food sales through independent outlets worth estimated £2.7 billion to the economy (CPRE 2012) US sales of locally produced food rose to $12billion in 2014; 2% of food sales 26,000 EU citizens surveyed by EU Barometer file:///Users/ab2943/Downloads/CPRE_local_food_fact_sheet.pdf CAP reform towards rural development, agriculture as a key rural industry for endogenous sustainable development Evidence of growth in e.g. Farmers Markets started in just 1997, but 750 in UK by 2012 (FARMA) DEFINING LOCAL (from CPRE 2012 page 11) “In England CPRE has promoted a definition of local food as food produced, grown and processed within 30 miles of the store. This distance has also been adopted by a number of large retail chains including Waitrose, Asda, Booths and The Cooperative. Tesco uses a county or neighbouring county definition. The National Farmers Retail and Markets Association (FARMA) has developed this definition into a set of certification criteria for farmers’ markets to protect their integrity. It uses 30 miles as the ideal radius, but this can be stretched to 50 miles for larger cities, or coastal or remote regions, with 100 miles as the maximum recommended. FARMA also recognises distinct geographical areas such as counties and National Parks.” IN 2009, the Grocer reported that ASDA sales of local food had increased by 41%; invested in 9 regional hubs. NFU reported as saying Local is British, ‘regional alternatives just don’t stack up’, according to a report on Foodmanufacture.co.uk , June 2012 Responding to CPRE report that supermarkets damage local foods Figures just publsied In the US, sales of locally produced food rose to $12 billion in 2014; 2% of total food sales. 53% of adults specially seek out locally grown or produced foods. Even Wal-mart sources local food. Source:http://www.kamcity.com/namnews/asp/newsarticle.asp?newsid=78682

Demand for local & regional food in the UK Campaign for the Protection of Rural England (CPRE) study, 2012: The main reasons for shoppers buying local food were: Supporting local farmers and producers (56%) Quality (54%) Supporting the local economy (51%) Taste (41%) Food miles (34%) Value for money (19%) Seasonal Food (19%) Discussion on definitions? file:///Users/ab2943/Downloads/CPRE_local_food_fact_sheet.pdf (CPRE 2012 report data summarised in above link) Can cherry pick a few key points (e.g. economic impacts) http://ec.europa.eu/agriculture/survey/2012/389_en.pdf EU Barometer report 2012 CPRE report 2012: Shopper surveys, business interviews and public meetingsEngaging the local community Numbers of local volunteers involved: 262 Numbers of shoppers interviewed: 1,873Number of public meetings held (launch meetings/workshops): 52 Number of people attending and contributing views: 1,735Talking to businesses Number of businesses screened in 19 locations (for sales of local food): 804 Number of outlets interviewed: 403 Number of supply chain businesses interviewed: 219Number of case study interviews: 102

Producer Perspectives What are the benefits of selling ‘local’ and ‘regional’ food? Price premium – especially if packaged/processed/branded Potential to link into tourism Greater control when adding value through own branding and markets Norfolk producers well positioned.. The economic impact will vary according to:   to type of SFC e.g. a farmers market compared to a farm shop   the location of the business ie. whether close to large urban markets/ tourism destinations or not   the types of food produce involved e.g. higher value, processed foods such as meat pies or honey, compared to lower value unprocessed goods such as fruit and vegetables   the existing infrastructure: e.g. the economic performance of local beef chains varies depending on the location of a slaughter house at proximity The authors state that whether producers are better off or not in local supply chains depends on volume of sales, size of price premium, cost of additional supply chain functions and the affects of seasonality. The study is important because it compares local and direct marketing chains to mainstream ones. For example, it found that although products in local supply chains travel fewer miles, the fuel use per unit of product can be greater than in mainstream chains. In the mainstream chains, greater fuel efficiency per unit of product is achieved with larger loads and logistical efficiencies which outweigh the longer distances A conclusion from these contrasting findings is that while certain risks like dependency on single outlets, anonymity and commodity type price pressures can be avoided with SFCs, they are exchanged with new marketing risks, labour requirements and costs. It is also worth noting that many producers operating SFCs primarily do so for ethical reasons, and many put the wider common good ahead of self-interest (Ilbery and Kneafsey, 1998); some authors have highlighted a danger of producer ‘self-exploitation’ whereby producers sacrifice their economic wellbeing for the greater environmental and social good, which is in the long term, unsustainable (Galt 2013).

Index of food relocalisation The SW is in a ‘good position’ to capitalise on local foods according to the work of Ricketts-Hein et al. (2006). Also element of tourism Useful point to reiterate given the workshop is in Exeter.. Criteria used was: Ricketts-Hein et al. (2006) use the following indicators to determine the extent of a region’s food relocalisation, with 1-3 being ‘production’ oriented and 4-6 being ‘marketing’ oriented indicators: Number of local food directories Number of local food producers advertising in local food directories Number of organic farmers and growers licensed with the Soil Association. Number of farm shops selling food items registered with the Farm Retail Association (FARMA) Number of Women’s Institute co-operative markets Number of farmers markets Source: Ricketts-Hein et al. (2006)

Example of European geography of PDO, PGI and TSG *Not all EU country data displayed We lag behind! 9 6 5 57 96 In 2010 the number of Gis in each country were: UK = 33 Italy = 193 France = 170 Spain = 128 Germany = 68 So a GROWING MARKET (data to reflect this?) Steady increase in number of Gis throughout EU: 2000: 450 2008: 760 2011: 970 2014: 1196 208 260 170 123 100 Source: Adapted from Rippon (2013)

Case study 1: Cornish Pasty Association Key Point: Geographical Indications are an opportunity CPA formed 2002 50+ members 2011: Cornish pasty granted PGI status “By guaranteeing the quality of the Cornish pasty, we are helping to protect our British food legacy... …We lag far behind other European countries like France and Italy, that have hundreds of food products protected, and it's important that we value our foods just as much.” (Former CPA chairman) "The texture of the filling is chunky, made up of uncooked minced or roughly cut chunks of beef (not less than 12.5%), swede, potato, and onion with a light seasoning. The pastry casing is golden in colour, savoury, glazed with milk or egg and robust enough to retain its shape throughout the cooking and cooling process without splitting or cracking. The pasty is slow-baked and no artificial flavourings or additives must be used (from Guardian article 2011 http://www.theguardian.com/lifeandstyle/2011/feb/22/cornish-pasty-earns-protected-food-status PASTY UNDER THREAT 6th Jan 2015 News article http://rt.com/uk/220243-ttip-cornish-pasty-threaten/ “Under existing EU law, protected regional food specialities, like the acclaimed Cornish pasty, can only be sold under their classic names if they are produced in the relevant region. The legislative protection offered to products in the EU doesn’t apply in the US, however, where variants of European delicacies commonly surface. Roughly 60 UK products are on the EU’s list of protected status foods. The list contains 1,100 foods in total, and includes Prosciutto, Parmesan, Feta cheeses, and Black Forest Hams. While Stilton, Melton Mowbray, Pork Pies and Cumberland Sausage are among UK food products currently protected in the Union, Transatlantic Trade and Investment Partnership (TTIP) is not currently considered a risk to them, as they are not imitated by US food producers. The same, however, cannot be said for Cornish pasties. As the fate of the humble pastry remains unclear, TTIP raises important questions about the changing face of EU sovereignty and Europe’s food industry.” See also

Case study 2: Melton Mowbray Pork Pies Key Point: Processed products are more complex and can involve more time to agree on… Melton Mowbray Pork Pie Association (MMPA) formed 1998 “By 1998, there weren’t very many [local Melton Mowbray producers] left so getting consensus was—I’m not going to say easy—but not impossible. If you contrast us [the MMPPA] with some of the other Associations—getting an agreement on what the recipe should be was next to impossible… …It’s such an emotional thing and it gets more difficult the more processed the product [is]. The Melton pie was the first processed product to get a PGI. Cheese is easy, beer is easy but when you bring together meat, pastry and spices— it’s a more complicated affair.” MMPA Member (Source: Rippon 2013)

Key mechanisms and ways to differentiate: Marketing strategies associated with place and process Certification schemes and quality labels (PDO/PGI) reinforce these linkages Possible ‘activity’ to get participants/ audience to consider the ways their own products draw on PLACE and PROCESS as a means to differentiate and access markets? (e.g. in the labelling imagery, words, website, the ‘branding’). Constructing quality = differentiating & marketing Constructing DIFFERENCE Occupying a niche market space Capitalise on the 3 Ps to achieve More than just food commodities The tighter, stronger and more CLEAR that the connections between PPP are – the more effective a labelling scheme/ marketing strategy (in theory at least). (Source: Ilbery et al. 2005: 119)

References Rippon, M. (2013) ‘Traditional Foods, Territorial Boundaries and the TRIPS Agreement: The Case of the Melton Mowbray Pork Pie’ The Journal of World Intellectual Property 16 (5-6) 262- 301 Rippon, M. (2014) ‘What is the geography of Geographical Indications? Place, production methods and Protected Food Names’ Area 1-9 Ricketts Hein, J., Ilbery, B., Kneafsey, M., (2006)’ Distribution of local food activity in England and Wales: an index of food relocalization’. Regional Studies 40 (3), 298-301 Ilbery, B., Morris, C., Buller, H., Maye, D., and Kneafsey, M. (2005) ‘Product, Process and Place: An Examination of Food Marketing and Labelling Schemes in Europe and North America’. European Urban and Regional Studies 12 (2), 116–132 Institute of Grocery Distribution (2012) ‘Local Food’ available from http://www.igd.com/Research/Shopper-Insight/ethics-and-health/4132/Local-Food/ [accessed Jan 2015] SERIO (2008) ‘Understanding of Consumer Attitudes and Actual Purchasing Behaviour, with Reference to Local and Regional Foods’ University of Plymouth. Final Report European Commission (2013) Study on the value of Gis. Memo 13/163 http://europa.eu/rapid/press-release_MEMO-13-163_en.htm?locale=en [accessed Jan 2015] Artisan Food Law (2013) The value of EU Geographical Food and Drink Products. Available from http://www.artisanfoodlaw.co.uk/blog/food-marketing/value-of-eu-geographical-indication- gi-food-and-drink-products [accessed Jan 2015]

Geography of UK PDO, PGI and TSG In the SW, notable Gis include: Fal Oysters (Famlouth, Cornwall) Cornish Clotted Cream Cornish Pasty (PGI) Cornish Sardines West Country Beef and Lamb Exmoor Blue Cheese (PGI) West Country Farmhouse Cheddar Traditionally Farmed Gloucester Old Spots Pork (TSG) Source: Google Maps 2015

Economic Impacts of PDO/PGI Total Geographical Indication (GI) sales were over €54bn; 5.7% of the total value of the food and drink sector across the EU of €956bn. The sales value of British GIs in 2010 totalled €5.506 billion of which food and agricultural products comprised €1.059 billion. PDO/PGI (GI) products are sold (on average) 2.23 times higher than comparable non-GI products (1.86 times higher in the UK). In 2010 the UK had only 1.4% of the total number of GI products but these accounted for 10% of total sales value which placed it in fourth behind France (38%) Italy (22%) Germany (11%). (Source: EC 2013, Artisan Food Law 2013, Rippon 2014)