05.03.04
Food Quality is More Important Than Price - New Research Confirms Local Food Success in Cornish Eating Outlets

A new study of the catering industry in Cornwall and the Isles of Scilly has confirmed that more than 90% of restaurants, cafes and hotels in the county prefer to buy local produce, with 77% happy to pay more for it.

The study, which was undertaken by Cornwall Taste of the West, has revealed that Cornwall and the Isles of Scilly's catering industry chooses suppliers primarily for quality (53%) and Cornishness (32%) rather than price (20%) and convenience (14%).

These buying trends prove that many of the perceived problems of local sourcing can and have been overcome in Cornwall an Isles of Scilly, confirming Cornwall and the Isles of Scilly as a national success story for local food sourcing by the catering sector.

Ruth Huxley, Cornwall Taste of the West's market intelligence manager says, "The results of the survey are a reflection of the quality and integrity of Cornish produce, as well as how passionately Cornish chefs and restaurant managers believe in it. Many have worked hard to establish valued relationships with producers and suppliers so they can put local foods on the menu without sacrificing profit."

However, more caterers need to preach what they practice, according to Ruth Huxley. "It's gratifying to confirm such a high level of local sourcing, but many caterers do very little to promote their efforts. All our research shows that most people who eat out in Cornwall and the Isles of Scilly – both visitors and residents – want to be eating local foods, so it's got to be good for business to let customers know that's what they're getting, and really use it to encourage repeat as well as new custom."

The Catering Industry in Cornwall and the Isles of Scilly study set out to explore how links and efficiencies between local food producers and the local catering industry could be developed. It did this by measuring the food supply needs of the catering industry and examining how it actually operates in Cornwall. The study also set out to reveal any issues that are hindering the development of better catering food chain relationships, which support agencies like Cornwall Taste of the West can now focus on overcoming.

While the overall results of the study are very positive, it has highlighted how some catering buyers are confusing the term 'locally sourced' with 'locally produced', so consumers are sometimes misled - inadvertently or deliberately - into thinking a product 'sourced' in Cornwall is Cornish grown, reared or made, when in fact it isn't. According to Ruth Huxley, the catering trade needs to overcome this confusion by thoroughly checking the origin of produce with suppliers and carefully defining Cornishness on menus using very specific terms like 'Cornish grown'. "Only when this confusion has been overcome," she says, "will the economy of Cornwall and the Isles of Scilly reap the maximum benefit".

Cornwall Taste of the West and its partners in this study, Organic South West, the Sea Fish Industry Authority, and the Tamar Valley Area of Outstanding Natural Beauty, are already looking at this issue and the other recommendations included in the report, and establishing initiatives to address them. The further development of combined opportunities for caterers, local suppliers and growers is also being progressed. In the meantime, copies of The Catering Industry in Cornwall and the Isles of Scilly report are available from the Cornwall Taste of the West office in Liskeard free of charge by phoning 01579 349363, or on-line from www.cornwalltasteofthewest.co.uk. Anyone with specific queries can contact Ruth Huxley by emailing info@cornwalltasteofthewest.co.uk.

Catering enterprises which want to do more to market the Cornishness of their offering may be able to access advice and revenue via the Food and Drink Marketing Grants Scheme, administered by Cornwall Taste of the West, which funds up to 50% of project costs for a range of marketing activities. For more information contact Sue Sargent on 01579 349363.

Key findings

60-80% of all fresh produce purchased by the catering industry is from local suppliers and producers - 81% of meat; 77% of fish; 73% of poultry; 66% of dairy products; 63% of greengrocery.

Convenience is the most important factor in purchasing manufactured goods such as bakery, ice cream, cereals, preserves, condiments and confectionery. Still, 35% of these are sourced from local suppliers – more than through supermarkets (32%) though less than via wholesalers (46%).

More than 30% of catering outlets use organic produce to varying degrees – with 1% committed to totally organic purchasing. The quality, variety and competitiveness of Cornish organic greengrocery is held in particularly high esteem, though price remains the main reason (54%) for not purchasing organic products.

The catering industry seems ready to extend its organic purchasing, with cheaper prices and better availability being the main elements that could drive sales.

Large multiple caterers with central buying operations are still comparatively rare in Cornwall, leaving the catering market open to local enterprises which are more willing and able to purchase local products.

Smaller establishments such as B&Bs are more likely to use supermarkets, mainly because of their limited purchasing power. This reveals scope for developing some buying networks, which will give participants more buying power as well as scope to source products locally.

The study revealed the need to work with fixed tariff hotels which operate on tight budgets. More local buying could be achieved by encouraging seasonal buying – purchasing products when they're in plentiful supply rather than out-of-season imports at premium prices.

Examples of local buying:

Truro restaurant Saffron is committed to local sourcing and enjoys rewarding, direct relationships with smaller producers. It is currently working with a small Newquay grower to source greengrocery, going as far as to work out specific varieties of produce to be grown throughout the year especially for its menu.

"We don't need to go further afield because we have it on our doorstep" - Brocklands Adventure Park near Bude. The park's 50,000 visitors each year expect 'the Cornish experience', so much of the produce for its restaurant is bought from the local village and farm shops. Brocklands' own research has revealed that 9/10 visitors who return for a second time use the restaurant – even if they brought their own picnic the first time.

"Those who say they can't find what they're looking for locally aren't looking hard enough" – Sir Ferrers Vyvyan, proprietor of The New Yard at Trelowarren, who sources 90% of the produce he serves from the immediate locality of the Lizard and has no problem finding produce that is genuinely local.

For more press information contact Veronica Newport at npr on 01363 866927 or email veronica@n-pr.co.uk

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Editor's notes:

The Catering Industry in Cornwall and the Isles of Scilly study was undertaken by Cornwall Taste of the West, in association with PFA Research, with financial support from Organic South West, The Sea Fish Industry Authority and Tamar Valley Area of Outstanding Natural Beauty.

Cornwall Taste of the West is a £3 million Objective One Gateway project, funded by the European Agricultural Guidance and Guarantee Fund (EAGGF), the Department for Food, Environment and Rural Affairs (Defra) and private matched funding. It is part of the Taste of the West regional food group. Cornwall Taste of the West's four year project includes a trade development programme and a marketing grants scheme, available to small and medium sized food businesses that produce, sell or process foods in Cornwall and the Isles of Scilly.

The Tamar Valley AONB Service is based at Kilworthy Park in Tavistock. Its aim it is to protect and enhance the Area of Outstanding Natural Beauty (AONB) surrounding the Tamar, Tavy and Lynher which covers an area of 75 sq miles (195 sq km), and is one of 41 protected landscapes in England and Wales (37 are in England). The Service is supported by Cornwall and Devon County Councils, Caradon and North Cornwall District Councils, West Devon Borough Council and the Countryside Agency.

Organic South West (OSW) is a Soil Association project which aims to support the development of a thriving organic food and farming sector in Cornwall and the Isles of Scilly. Working with farmers, processors, retailers and consumers, OSW provides information, help and advice on all aspects of organic food and farming. It is part funded by DEFRA and the EAGGF through the Objective One programme. More information is available from the website www.organicsouthwest.org.

The Sea Fish Industry Authority (Seafish) works across all sectors of the UK seafood industry to promote quality, sustainable seafood. Its research and projects are aimed at raising standards, improving efficiency and ensuring that our industry develops in a viable way. It is the UK's only cross-industry seafood body working with fishermen, processors, wholesalers, seafood farmers, fish friers, caterers, retailers and the import/export trade. It was established in 1981 as a Non-Departmental Public Body (NDPB), it is sponsored by the four UK government fisheries departments and funded by a levy on seafood.

Veronica Newport
npr
Tel: 01363 866927
Fax: 01363 866093
Mob: 07808 063053

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Jason Clark
Communications Adviser
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Tel:01872 241379
Fax:01872 241388
objectiveone@cornwall.gov.uk

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