The Food Chain Centre is working on a pilot project to share information about the behaviour of one million shoppers to help farmers identify market opportunities.
The initiative, which is being developed with customer specialist Dunnhumby, using Tesco Club Card data, will look at what types of people buy different products in the red meat, fresh produce and dairy sectors, how purchasing behaviour has changed over time and what potential marketing opportunities exist.
FCC director Jon Woolven said: “This is an excellent example of how we are helping to connect farmers with market opportunities. For farmers ready to innovate it is essential that they have good information on what shoppers want.”
Farmers will be able to discuss the data in a series of workshops hosted by the FCC and Dunnhumby in September and October. The information would help farmers selling directly to consumers via farm shops or markets, those assessing the long-term prospects for a product market and those seeking shopper information to support a funding application, Woolven said.