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ReFresh Conference 2010 Local at any cost?

ReFresh Conference 2010 Local at any cost?. Effective & award winning campaigns for fresh produce businesses. Pam Lloyd PR – Produce specialists. Save Our Cauliflower Campaign – National Winner. British Asparagus Campaign - Winner. UKShallot Campaign. Local at all costs?.

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ReFresh Conference 2010 Local at any cost?

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  1. ReFresh Conference 2010Local at any cost? Effective & award winning campaigns for fresh produce businesses

  2. Pam Lloyd PR – Produce specialists Save Our Cauliflower Campaign – National Winner British Asparagus Campaign - Winner UKShallot Campaign

  3. Local at all costs? No.Common sense says we need a blend Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  4. Is British best? It can be. Let’s celebrate our seasonality Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  5. Is imported produce bad? No. It enriches and extends the British growing season and diet Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  6. ` Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  7. Appetite for knowledge

  8. Halo Effect For Asparagus

  9. NewBritish Tenderstem® season

  10. Local at all costs? • What does the consumer think? • What do the media want? • What is the job for the marketer? Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  11. We’re all consumers Pic of busy shoppers

  12. A word about ‘The Consumer’ • The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her. David Ogilvy, leading marketing thinker, 1911 – 1999. Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  13. The Shopping Agenda Fairtrade Value Taste Responsibly caught Organic Local Free Range Fresh British

  14. The Shopping Agenda

  15. X-factor influencers “Many kids can tell you about drugs and their effects but do not know what celery or courgettes look or taste like.”

  16. What's the media agenda?

  17. Media eruptions Media interest in food issues could erupt at any moment. Pic of Icelandic volcano.

  18. Seeing Red Scan of Red ethical food feature Red Magazine – talking to ABC1 Women “Where your food comes from is the big issue of 2010” Red Magazine “Recession or not, ethical eating is big news” Red Magazine “2010 is the year where what we eat becomes a moral battleground.” Red Magazine.

  19. Better media balance Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  20. Bolder Britishness Maintain messages about British, local and seasonal food Picture of very British market or supermarket fixture, lots of Union flags, etc. or just a big Union flag

  21. Media and muddiness Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  22. Showcase international growers

  23. Embrace the issues

  24. Our approach • Focus on understanding and gaining insight into the consumer agenda • Don’t force the industry agenda onto the consumer Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  25. Brassica - mustards: cabbages; cauliflowers; turnips; etc. genus Brassicadilleniid dicot genus - genus of more or less advanced dicotyledonous trees and shrubs and herbs Brassicaceae, Cruciferae, family Brassicaceae, family Cruciferae, mustard family - plants with four-petaled flowers wild cabbage, Brassica oleracea - wild original of cultivated cabbages; common in western coastal Europe Brassica oleracea, cultivated cabbage, cabbage - any of various cultivars of the genus Brassica oleracea grown for their edible leaves or flowers Brassica oleracea italica, broccoli - plant with dense clusters of tight green flower buds borecole, Brassica oleracea acephala, cole, colewort, kail, kale - a hardy cabbage with coarse curly leaves that do not form a head Brassica oleracea gongylodes, kohlrabi - plant cultivated for its enlarged fleshy turnip-shaped edible stem Brassica rapa, turnip, white turnip - widely cultivated plant having a large fleshy edible white or yellow root Brassica napus napobrassica, rutabaga plant, Swedish turnip, turnip cabbage, swede, rutabaga - a cruciferous plant with a thick bulbous edible yellow root Brassica rapa ruvo, broccoli raab, broccoli rabe - plant grown for its pungent edible leafy shoots mustard - any of several cruciferous plants of the genus Brassica Brassica juncea, chinese mustard, gai choi, indian mustard, leaf mustard - Asiatic mustard used as a potherb Brassica rapa pekinensis, celery cabbage, Chinese cabbage, napa, pe-tsai - plant with an elongated head of broad stalked leaves resembling celery; used as a vegetable in east Asia bok choi, bok choy, Brassica rapa chinensis, Chinese white cabbage, pakchoi - Asiatic plant grown for its cluster of edible white stalks with dark green leaves Brassica perviridis, Brassica rapa perviridis, spinach mustard, tendergreen - Asiatic plant cultivated for its swollen root crown and edible foliage black mustard, Brassica nigra - widespread Eurasian annual plant cultivated for its pungent seeds; a principal source of table mustard Brassica napus, colza, rape - Eurasian plant cultivated for seed and as a forage crop • Brassica varieties slide Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  26. What is a brassica? Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  27. Communicating with consumers Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  28. Its not as straightforward as 5 a day • Does your five-a-day come from foraged bulrush hearts and berries? Thought not. In which case, issues to weigh up with a pound of tomatoes include: potential toxicity to both self and mother earth; air miles; labour rights of pickers and harvesters; developing world economies versus local food security, and trade tariffs. Slightly more complex than sniffing a melon for ripeness. The Guardian Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  29. Our approach • Tune in to the needs of the consumer in order to • Inspire • Inform • Educate Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  30. A few points to bear in mind • The consumer’s agenda is the important one • Influencing consumer behaviour takes a long time • For every £500 spent promoting fast food, £1 is spent promoting fresh produce, you need to invest and keep investing • Work together, talk to each other • Its a global industry, not a British v/s imported one Pam Lloyd PR Effective & award winning campaigns for fresh produce businesses

  31. Thank You

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