NORTHERN Ireland food producers are set to benefit from a new initiative led by Queen’s University Belfast and the University of East Anglia that will enable businesses to better understand consumer behaviour and market developments.
The project aims to directly address the recommendations in the Agri-Food Strategy Board’s ‘Going for Growth’ report, which outlined the need for greater support for Northern Ireland’s food producers in the use of market intelligence, in order to help ensure they deliver what consumers want to purchase.
The project team will provide Northern Ireland food producers with insights generated from a variety of market intelligence sources, including Tesco Clubcard data.
The goal is to provide a more detailed understanding of market developments, consumer preferences and shoppers behaviour — information that is vital in shaping a business’s product offerings and marketing strategies.
The three-year £500,000 project funded by Invest Northern Ireland will also be promoted by the Department of Agriculture, Environment and Rural Affairs (DAERA), Tesco NI, the Ulster Farmers Union, Ulster University and the Northern Ireland Food and Drink Association (NIFDA).
The Northern Ireland food sector is a central part of the local economy, with the largest manufacturing output. While there are significant challenges ahead, this is balanced by significant opportunities that are reliant on food producers understanding the shoppers who buy their products.
Dr Geoff Simmons from Queen’s management school said: “Information on shoppers’ preferences is invaluable. If a supplier can use consumer data to shape its offerings and marketing strategies, it has a significantly better chance of survival in a radically changing food retail and consumer environment.
“Universities and governments can play an important role in this, providing expertise and funds to enable NI food producers to make informed decisions on key issues including promotion and new product development strategies. This project is an example of that important collaboration.
“The agri-food sector is crucial to Northern Ireland’s prosperity. It is our largest indigenous industry, our biggest manufacturer, our largest employer and our most important exporter.
“We are delighted to support local food producers in making more informed business decisions through this project.”