Main Content

Provenance

provenanceAlthough relatively few cereal products currently have strong links with provenance, new HGCA research has revealed significant opportunities to open new markets, add value, and increase margins in the cereals sector. 

Incorporating a review of current purchasing behaviour and a series of focus groups to probe consumer views on provenance, the research identified that provenance is not a term widely understood or recognised by consumers.  Whilst no clear definition of the term provenance was established, respondents highlighted a range of product and brand attributes that can be considered as providing provenance.  The research also identified that provenance is not as ‘top of mind’ for cereal products as it is for fresh produce and meat products. 

This research has revealed a number of opportunities that consumers are ready to accept if the right products, supported by the right messaging, can be placed in front of them. The nature of these differ across cereal products sectors and are obviously influenced by the ability and willingness of the supply chain to work together to achieve them.

With research showing that consumers are looking to buy local or British products, there are a number of clear opportunities for the cereals sector.  Some, such as Molson Coors Brewing Company UK Ltd, are already taking advantage of these opportunities.  Molson Coors’ recent marketing initiative for its Carling brand provides a good example for those wishing to introduce provenance into their marketing activity.  You don’t have to be major organisation to take advantage of provenance though. Managed by farmer’s daughter Rebecca Rayner, Glebe Farm grows, mills, and markets a range of organic and gluten-free flours, bread mixes and cake mixes, and is already taking advantage of the trends in provenance and showing just what can be done.

Latest News

-