The fourth Global Trade Symposium at the New York Produce Show and Conference opened with a lineup of thought-provoking speakers. Hazel Akehurst, head of sales and marketing with U.K.-based Capespan kicked off the Symposium with a discussion of how U.K. retailers have transformed the way they sell produce. Jim Prevor, president and editor-in-chief of PRODUCE BUSINESS, introduced the session, saying, "Selling a piece of fruit is about much more nowadays than just the piece of fruit. It's about how it's produced, how the consumer values it, and what social and environmental impact its production has made."
In outlining the new standard for procurement in the U.K., Akehurst reported, "The biggest change in U.K. retailing is that retailers are more in tune with customers. They really know their customers better than ever before, and this knowledge has allowed them to position themselves better with consumers."
Akehurst discussed several key programs U.K. retailers have utilized in recent years to build on shoppers’ expressed values. These included the Red Tractor assurance program, Thanet Earth greenhouse project and the Capespan Empowerment Projects. "Customers have higher expectations than before and are interested in the story behind the product," said Akehurst. "U.K. retailers are utilizing these social and ethical messages to market product."
Akehurst also noted a significant change in the way retailers buy produce. "There has been a true revolution in the supply chain model in past years," she explained. "Retailers now buy more directly from growers. Companies like Capespan, play a role in providing valuable support to help growers understand the needs of then retailer and bridge any disconnect."
Source: PerishableNews.com
