Food sourcing: BPEX research shows trust is a consumer issue
Any focus on animal welfare will make consumers think twice about their buying habits, both when shopping and when they eat out.
Last year chef Hugh Fearnley-Whittingstall put the emphasis on standards of chicken production, and this was followed up in January by the Jamie Saves Our Bacon programme. This saw Jamie Oliver look at the difference between standards in pig farming in the UK and abroad.
Anecdotally, many pubs report increased questioning from customers about the source of meat on the menu following such broadcasts. The question is, can this interest be sustained - particularly in the current economic climate, where value seems to be the main driver of menu development?
New research by BPEX, which promotes British pork, shows that pubs which can generate trust among customers should reap long-term benefits.
Trust is a major driver for consumers when deciding what to eat in a restaurant and exclusive research shows the pork Quality Standard Mark (QSM) plays an important role in buying decisions. For pubs, where meat is sourced to high welfare standards and identified as such, BPEX believes they can expect to see a positive increase in interest, sales and profitability.
Commissioned from YouGov by BPEX, the research highlights the emphasis consumers place on the mark when selecting a pork meal in a pub or restaurant.
Almost half felt that the mark was 'extremely relevant' or 'relevant' to their decision. In addition, 43 per cent said they were more likely to choose a venue that displays the mark.
BPEX foodservice manager Tony Goodger said: "Consumer interest in animal welfare and food provenance is growing fast and is not only affecting what they put into their shopping basket but impacting on decisions made when eating in a pub."
When shown the QSM, half of respondents believed it ensured quality, while almost two-thirds felt that it was clear and easy to understand - an important point when compiling menus and specials boards. Consumers also understand that the mark ensures UK production and pig welfare standards have been met.
Tony adds: "When it comes to sourcing quality ingredients chefs should have the utmost confidence in their supply chain - and then tell their customers about it, particularly as diners have never been more informed about the importance of food provenance and welfare."
BPEX stresses that cost shouldn't be a barrier to sourcing assured produce.
"By talking regularly to catering suppliers, chefs can find out which cuts of QSM pork are in plentiful supply and therefore, benefit from cost-effective deals and offers," says Tony.
"Find out more about the heritage too - is it locally reared, a traditional breed or outdoor bred, for example? This will make dishes more appealing and have a positive impact on profit margins.
"Providing customers with added value and the reassurances they seek will not only encourage and increase sales but will also reinforce consumers' trust in the pub."
