Shoppers can dictate supply of British food

Speaking during the final day of the National Farmers’ Union’s annual conference in Birmingham yesterday, Ranjit Singh, the firm’s chief executive, said: “If the consumer wants British, we will provide it in spades.”

Stronger marketing was necessary, he said, to promote the value of British food across all markets.

“The strongest brand is British. It’s exportable. It’s not just about retail, it’s about all the different supply chains to get into, whether it’s in school dinners or Armed Forces overseas. I think it’s everybody’s job (to promote it).”

Kevin Grace, group commercial director for Tesco, said the chain is committed to backing local farmers, having, for example, sourced 20,000 extra tonnes of British chicken per year. Extending its British credentials to frozen products was a challenge Tesco was working towards, he said, but it was a capacity issue, with some 800 new chicken sheds needed to make it possible.

The retailer was challenged on whether consumers should expect to pay more for food after years of tight margins for producers.

Mr Grace said: “There is great variety within the consumer base. Some are prepared to pay more for provenance - many aren’t. The thing we need to do in the supply chain is to serve that full range of needs. If we don’t do that we will lose customers.”

NFU election results

At the end of the NFU’s two-day conference, the organisation held its annual meeting of members during which deputy president Meurig Raymond was confirmed as the NFU’s new president, replacing Peter Kendall who stands down from the post after eight years in the hotseat.

Minette Batters, a tenant farmer in Wiltshire, was voted in as deputy president and Essex farmer Guy Smith as vice president.

North Yorkshire farmer Rosey Dunn had been in the running for the positions of vice and deputy president.