Ed Bedington
Leading food producer Grampian is bidding to make itself the premier authority on the chicken market with the launch of a major new report.
The document, assembled over four months, draws together data from Grampian's archives along with research from Taylor Nelson Sofres.
Alison Cannon, marketing director of the chicken division, said: "This is about being able to say, if there's a question about the chicken industry, we're the ones to ask."
Together with TNS, the company has created the Grampian Protein Index which the company claimed offers an unequalled insight into the protein markets. Drawing on this source for information, the chicken report looks at what is currently taking place in the market and what trends are developing for the future. "It's the first time we have done anything like this, and there has certainly never been a report on this scale that covers both the retail and foodservice sectors," said Cannon.
The report particularly highlights the need for innovation, which Cannon said was key to driving the whole chicken market forward. "There is still a lot of room for growth, but we have to generate excitement in the fixture, through NPD, both in product and packaging."
There are no plans yet to use the GPI to launch further reports looking at other markets, such as beef or pork, but group corporate marketing manager Alasdair Cox said it was something Grampian was considering.
"There is no point having this information and keeping it to ourselves," said Cox. "We want to be a centre for information."
The chicken report will start going out to the trade from February 16 and will be available on Grampian's web site.

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