1. Revolution in Local Sourcing Rob Ward Green Fields Farm Shropshire 36½ years producing and selling local food! Why?

4. Why has local sourcing become important to my consumers? 1.Reaction to industrial production of food 2.Loss of trust in how food is produced by large scale food producers 3.Personification of food – food with a face

5. Why has local sourcing become important to my consumers? Cont. 6. It’s a lot more fun! 4.Caring for the community – feeling of isolation has renewed interest in local community spirit 5. Sustainability – reducing food miles, a trend not a fashion

6. Critical opportunities and threats for local sourcing 1.SME producers are starting to see that there is now main stream market potential – increasing choice 2.Product differentiation – take a standard product and merge a local ingredient Opportunities: 3.re-connect with consumer

7. Critical opportunities and threats for local sourcing cont. 1.Missing the point of local – just a veneer 2.Food safety – is SALSA the answer Threats: 3.Killing the golden goose? Will this ‘crossover’ destroy the essence of what has made these local products desirable?

8. Why do our customers buy local food? 2.Maintained a premium product 1.Consistently excellent 3. We make it pleasure to buy – humans selling to humans 4.Innovation – keep ahead of the pack

9. Live it, don’t just do it! 2. Understand that it requires much more effort to buy locally – be patient 4. Offer help with sourcing: ingredients; delivery; audits? 1. Local sourcing is about living with the product 3. Aggressive buying style – forget it!

10. Are the peasants revolting? To some, small producer were peasants, now they could be your hero's! Rob Ward – On-Ward Ltd regional food consultant