A conference hosted by the Agriculture and Horticulture Development Board (AHDB) explored topics such as red meat retailing and optimisation of meat labelling.
The AHDB Retail and Consumer Insight Conference 2024 explored how consumer attitudes towards farmers and British agriculture are changing, in-home eating habits, optimising meat labelling, consumer engagement with the meat aisle and topical reputational themes including health, the environment, animal welfare and buying British.
Data from the 2024 AHDB/Blue Marble trust study was shared for the first time by Jane Brookes, Blue Marble insight director, and Steve Evans, AHDB lead consumer insight manager, after running for six years, which explored consumer impressions of British agriculture. The data showed that consumer trust is improving, as 76% of UK adults agreed that farming was a “trustworthy profession” (up from 71% in 2023), up there with teachers at 69% and doctors at 78% (AHDB/Blue Marble Trust Study 2024).
Kim Heath, AHDB lead retail insight manager, hosted the ‘Insight into action’ session, taking attendees on a journey from initial research and message testing, right through to a full marketing campaign. Heath was joined by Cat Harwood, director at TwoEarsOneMouth, who gave details on how AHDB build successful creative assets which “resonate with consumers and allow for positive perception changes” of red meat and dairy.
There was also a session on how Gen Z are influencing the retail space, with Bryony Perkins, IGD insight analyst, who shared her thoughts on what generational and technological changes may lie in the future. She explored factors like excitement, time sensitivity, having a brand personality and doing the right thing by consumers.
A panel discussion and multiple sector-focused breakout sessions gave attendees the opportunity to ask questions and share their thoughts with other members of industry.
Grace Randall, AHDB lead retail insight manager, said: “We were pleased to have such a great turnout at our first face-to-face event in a few years.
“Following the success of our webinar earlier this year, we knew there was an appetite for us to share our research with our levy payers in greater detail, and it was a pleasure to welcome guest speakers from our partners at Blue Marble, Dovecote Park, Kantar, IGD and TwoEarsOneMouth.”
