Ed Bedington
Marks and Spencer has announced it will be investing more than £2.5m in supporting British farmers this year.
The retailer will be attending nine agricultural shows which it said would allow it to bring its customers together with its farmer suppliers.
Paul Willgoss, technical manager for agriculture, said the shows would also provide a forum for business meetings and listening groups with the farmers.
"Through the show programme we will meet more than 250,000 of our food customers and around 2,500 of our dedicated producers and processors."
As well as the shows, the retailer will also be developing the first Marks and Spencer Farmer-Customer Marketing Programme, Willgoss revealed.
The basis of the scheme, he said, had been evolved from previous farmer business meetings. "The new programme harnesses the enthusiasm of our elite UK farmers and offers them a serious involvement in supporting the marketing of their products."
The programme includes meet the farmer' sessions at all of the agricultural shows, and a roll out of UK farmer provenance labelling on all fresh produce ranges.
Also included is the launch of its Farm Badge programme, which involves highlighting the name of the farmer and county on all farm produce, from asparagus to beef.
"All products that come from farmers will have their name and the county it is from on it.
"There's been a very positive reaction from consumers to that, some of whom have actually written to the farmers as a result," said Willgoss.
The retailer will also be inviting farmers into around half a dozen stores to meet customers personally, following a successful trial at Bluewater last year.
{{MARKET EDGE }}
Marks and Spencer has announced it will be investing more than £2.5m in supporting British farmers this year.
The retailer will be attending nine agricultural shows which it said would allow it to bring its customers together with its farmer suppliers.
Paul Willgoss, technical manager for agriculture, said the shows would also provide a forum for business meetings and listening groups with the farmers.
"Through the show programme we will meet more than 250,000 of our food customers and around 2,500 of our dedicated producers and processors."
As well as the shows, the retailer will also be developing the first Marks and Spencer Farmer-Customer Marketing Programme, Willgoss revealed.
The basis of the scheme, he said, had been evolved from previous farmer business meetings. "The new programme harnesses the enthusiasm of our elite UK farmers and offers them a serious involvement in supporting the marketing of their products."
The programme includes meet the farmer' sessions at all of the agricultural shows, and a roll out of UK farmer provenance labelling on all fresh produce ranges.
Also included is the launch of its Farm Badge programme, which involves highlighting the name of the farmer and county on all farm produce, from asparagus to beef.
"All products that come from farmers will have their name and the county it is from on it.
"There's been a very positive reaction from consumers to that, some of whom have actually written to the farmers as a result," said Willgoss.
The retailer will also be inviting farmers into around half a dozen stores to meet customers personally, following a successful trial at Bluewater last year.
{{MARKET EDGE }}
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