The British vegetable industry: Changing

marketing and the role of market intelligence

Dosen : Prof. Dr. Bernadette Robiani M.Sc.
Mukhlis , SE, M.Si


Disusun oleh : Irma Novita 01121402055





JURUSAN EKONOMI PEMBANGUNAN
UNIVERSITAS SRIWIJAYA 2013/2014
Abstrak
An analysis of the British vegetable industry reveals weaknesses resulting from fragmentation and
uncoordinated production. While production inconsistencies are often attributed to climatic
variations, the lack of attention paid to long-term market trends belies more fundamental
weaknesses within the industry. The Working Party for Vegetables believes that there is a lack of
professional marketing and production promotion, poor participation in export markets, a lack of
manufacturing facilities in the processing sector, and a lack of investment in near market research
and development. Many of these weaknesses are related to the more fundamental issue
of industry structures. While further work is required to address these weaknesses, the Working
Party identified a specific opportunity to redress the lack of market intelligence. The reason for this
is that, by addressing the lack of market intelligence, there was a clear opportunity to bring about
early change within the industry. Having addressed this issue, the Working Party plans to use the
work as a basis for examination of the scope for progress to remedy the other weaknesses.
INTRODUCTION
The British vegetable industry is facing a number of challenges. Despite a long-term decline in
consumption[1], British production is still concentrated on traditional green vegetables. The
decline in consumption of fresh field vegetables is now being seen in the canned and frozen green
vegetable sector[2]. Consumer demand is increasing for semi-exotic varieties, such as courgettes,
asparagus and fennel, all of which can be grown under British climatic conditions. There are
significant opportunities for British producers to switch production away from traditional crops,
such as Brussels sprouts, and increase output of crops with greater market appeal. However,
British producers have been slow to react to changing market opportunities, and as a consequence
imports of these products have risen rapidly in recent years. The current trade deficit for non-salad
vegetables is estimated to be in excess of L427 million.
There are several reasons for this situation. An analysis of the British vegetable industry reveals
weaknesses resulting from fragmentation and uncoordinated production. While production
inconsistencies are often attributed to climatic variations, the lack of attention paid to long-
term market trends belies more fundamental weaknesses within the industry. The Working Party
for Vegetables believes that there is a lack of professional marketing and product promotion, poor
participation in export markets, a lack of manufacturing facilities in the processing sector and a
lack of investment in near market research and development. Many of these weaknesses are
related to the more fundamental issue of industry structures. While further work is required to
address these weaknesses, the Working Party identified a specific opportunity to redress the lack
of marketintelligence.
The reason for this is that by addressing the lack of market intelligence there was a clear
opportunity to bring about early change within the industry. Having addressed this issue, the
Working Party plan to use the work as a basis for examination of the scope for progress to remedy
the other weaknesses.
There are several gaps in current market intelligence. The most notable are the lack of knowledge
about domestic and overseas markets and volumes and timings of domestic and overseas
production. The lack ofmarket intelligence has largely occurred because of the fragmentation of
production and marketing. There is both a proliferation of marketing organizations and, at the
same time, comparatively low producer involvement in these marketing groups. This has resulted
in a situation where only a few of the larger co-operatives can afford to employ dedicated
marketing professionals and fewer still can afford to invest in experienced exporting specialists. At
the same time the Working Party believes that many of the largest trade buyers are often unaware
of the availability of certain produce in the UK and as a result buyers source produce, which is in
fact available in the UK, from more co-ordinated overseas suppliers who offer the same volumes
and varieties with the added attraction of a more cost-effective purchase decision. The Working
Party identified a specific need to introduce a mechanism which could both provide strategic
intelligence to identify long-term trends and marketopportunities for growers and also inform
buyers of domestic production and availability. This article presents an analysis of the
domestic market for field vegetables, including trends in consumption, production and
international trade, and comments on the nature of market changes. This market analysis is based
on original interpretation of published data. The article then proceeds to describe the mechanisms
designed by the Working Party to improve the collection and dissemination of market intelligence
in the future.
UK CONSUMPTION OF VEGETABLES
The UK is not a major consumer of vegetables in comparison with other European countries.
Figures from Geest, quoted by Key Note[2], show that average per capita consumption of
vegetables in the UK is 53.4 kg, less than half that of Spain and Greece. The EC average is 80.8
kg[2]. Trends in consumption mirror trends in imports, with decline being most noticeable among
traditional British brassica crops and increases seen in salads and in semi-exotics. Long-term
trends are the most revealing. Since 1965 there has been a decline of 55 per cent in cabbage
consumption and a 30 per cent decline in Brussels sprouts consumption[1]. Other crops such as
peas and beans have also shown marked decline. Root crops have remained quite stable over the
long term, although consumption of carrots, onions and shallots has increased steadily. The
National Food Survey, quoted by Food From Britain[3], reveals that of 15 British vegetables, 13
have seen declining or static levels of consumption. In addition, sales of canned produce and low
value-added, "simply frozen" products, such as peas, have declined. Increases have been seen in
mushroom consumption and in miscellaneous vegetables, a catch-all term usually given to semi-
exotic varieties. Growth has also been seen in demand for prepared and high value-added frozen
produce, particularly potato products.
Potatoes remain the most important sector, both for fresh and processed consumption. Although
sales of fresh potatoes have declined slightly in recent years as more consumers adopt rice and
pasta as alternatives, themarket for processed potato products remains strong. Sales of potatoes
and potato products were worth L700 million in 1990, or 28 per cent of all processed fruit and
vegetable sales [2]. Of this, potato crisps accounted for L463 million and frozen potato products,
such as chips, accounted for L237 million in manufacturer sales value. There is a distinct difference
between the frozen chip market and the market for speciality potato products. The frozen
chip market has seen annual growth of around 8 per cent. However, themarket for speciality
potato products has expanded at a rate of 18 per cent per annum, largely as a result of new
product innovation, particularly of children's products. The frozen chip market also appears more
vulnerable to price falls of the fresh product, reflecting consumer price consciousness and a
preference for home-produced chips rather than paying a high premium for prepared products.
Within the frozen green vegetable sector, the market is dominated by commodity vegetables, such
as peas and beans. It is estimated that sales of frozen green vegetables are worth L350 million per
annum, with peas accounting for 40 per cent of the market. This market has declined in recent
years, mostly as a consequence of changes in consumer eating patterns. The availability of fresh
produce for longer periods of the year has also contributed to declining consumption of frozen
product. New product development within this sector has been considerable and may partially
offset decline.
Sales of canned vegetables are declining, again largely as a result of changing consumer eating
patterns. The only two canned vegetables showing year-on-year growth are sweetcorn and plum
tomatoes[2] Both appear prominently in import statistics. By contrast, sales of domestically
produced canned peas and carrots are falling. Sales of baked beans are rising, particularly for
value-added products aimed at the children's market. This canned vegetable not only constitutes a
cheap convenience food, but also largely conforms to increasing consumer awareness of healthy
eating and has no frozen or fresh equivalent.
A significant development within the vegetable market is that of chilled and prepared vegetables.
Washed, pre-packed, pre-cut or sliced vegetables and mixtures of vegetables have seen large
sales increases in recent years. The growth of further-processed products has also occurred within
the salads sector, with increasing varieties of prepared salads available in retail outlets.
UK PRODUCTION OF VEGETABLES
Latest figures for the production of field vegetables within the UK are based on the 1992/93
season[4]. The total estimated cropped area for vegetables during this season was 339,108
hectares. Of this, potatoes accounted for just over half (53 per cent) of the area used for all
vegetables. The other principal British crops by area are legumes and brassicas. Root vegetables
and onions are also important crops, accounting for approximately 25 per cent of cropped area,
excluding the area given to potato cultivation. Table I gives an overview of cropped area used for
main vegetable production in selected years since 1983. (Table I omitted)
The area used for vegetable production has remained relatively static over the past 10 years, with
exceptions among certain crops. Carrots, cabbage, asparagus, leeks and broccoli have seen
steady, albeit small, increases in production areas. Vegetables which have declined in both
cropped area and output include the more traditional British crops such as Brussels sprouts and
beans. Production of vegetables is spread over a number of different areas, although the main
area of British production is in eastern England in the counties of Lincolnshire, Norfolk,
Cambridgeshire and Kent, with some significant production of spring and winter crops in Cornwall
and in the North-West.
Tables II and III show the output and value of the various vegetable crops in 1992. (Tables II and
III omitted) The total value of British vegetable output (excluding potatoes) was in excess of L479
million.
Brassica production accounted for 43 per cent of output, roots and onions 32 per cent and legumes
15 per cent. The nominal value of the 1992 crop was L9 million lower than the preceding season,
continuing a trend which has seen the real value of the vegetable crop fall since 1988.
Analysis of each of the main vegetable groups shows more revealing patterns of growth and
decline. Within the root group, carrots remain the most important crop by value, although onions
are also an important constituent. Production of other crops within this group remains a relatively
stable but minor aspect of output. Brassica crops are dominated by production of cauliflower and
cabbage, although there is a clear trend towards increased production of broccoli. In the legumes
group, peas, particularly those going for processing markets, are the most important crop by value
of output. Of the remaining field vegetables, asparagus and leeks have been included in the
figures as important crops, notable for steady increases in consumption.
IMPORTS AND EXPORTS OF VEGETABLES
THE TRADE BALANCE
Although the British vegetable industry has remained relatively stable in terms of size and output
in the past decade, imports of vegetables into the UK have risen. The trade deficit in non-salad
vegetables is now estimated to be in the region of L427 million. Import trends reflect general
patterns of consumption and marked increases have occurred in the importation of semi-exotic
vegetables such as aubergines and asparagus. Nevertheless there are some vegetables, such as
cabbage and cauliflower, where imports have increased, perhaps, at the expense of domestic
production. In terms of the total trade balance in vegetables (Table IV), fresh and chilled products
accounted for 53 per cent of all imports, the remainder being accounted for by frozen and
processed products at 9 per cent and 38 per cent respectively. (Table IV omitted) Fresh produce
also accounted for the largest proportion of exports (53 per cent). In terms of the total trade
deficit in vegetables, fresh and chilled produce accounted for 52 per cent, frozen produce
accounted for 7 per cent and processed produce accounted for 41 per cent of the trade gap.
There are inherent difficulties in using large data sets, such as Customs and Excise Overseas Trade
Statistics[S], to provide details of specific vegetables, as they are not always able to reflect an
accurate picture of individual crops. Problems arise from the collection of annual data used to
describe inter-year harvesting and from the aggregation of data which masks regional trends.
Nevertheless the figures are useful in as much as they allow researchers to study broad trends in
international trade for a number of crops.
FRESH AND CHILLED VEGETABLES
Table V gives a breakdown of imports and exports of fresh and chilled vegetables by volume and
value for 1992. (Table V omitted) The largest imports, by value, were potatoes, mushrooms,
onions and shallots, and cabbage, with smaller but significant imports of cauliflower and broccoli,
courgettes and beans. While many of these crops are indigenous to Britain, imports are introduced
both to top up domestic production during the main season and to provide continuity of supply
during the out-of-season months. Imports of these crops are high because consumption
increasingly occurs throughout the year, not simply during the British season. However, the broad
trend of decline in demand for traditional vegetables such as Brussels sprouts and cabbage is
reflected in import statistics. Of the vegetables included in Table V several have seen a decline in
imports. While climatic variability is a common reason for adjusting volumes of imports into the UK
from year to year, the decline in volumes of imports also reflects changing patterns of
consumption. Increases in the importation of less traditional vegetables, such as artichokes and
aubergines, are due to increases in consumption. This situation has been exacerbated by the poor
response by domestic producers to increases in consumption.
British exports of fresh and chilled vegetables are low in relation to imports. Of the 20 categories
given in Table V, only broad beans show higher exports than imports. Export volumes of all crops
are low and the trade deficit of fresh and chilled vegetables cited here is in the region of L223
million.
FROZEN AND PROCESSED VEGETABLES
Imports of frozen and processed vegetables are presented separately in Tables VI and VII. (Tables
VI and VII omitted) As Table VI demonstrates, the largest imports of "simply frozen" vegetables
were of sweetcorn kernels and beans. Sweetcorn cobs and kernels accounted for 39 per cent of
the total imports of this group. Imports of frozen peas and beans are low by value but have
increased in recent years, largely due to retail multiples transferring purchase to other European
suppliers and away from domestic sources.
Exports of frozen vegetables have remained fairly static in recent years, with only small volumes
of domestic product going into export markets. The only vegetables which showed a positive trade
balance in this group in 1992 were peas (L10.5 million) and potatoes (L1.8 million). In total, the
1992 trade deficit for vegetables shown in Table VI was L29.8 million.
Trends in the processed sector reinforce the international trade problems experienced in the
vegetableindustry. The 1992 trade deficit of vegetables cited in Table VII was L174 million. Of
particular note are the large and increasing imports of processed potatoes and potato products.
Exports of fresh potatoes and some potato products offset these imports to an extent, although
the final trade deficit in this sector remained in excess of L159 million. Processed sweetcorn, in
frozen and canned form, again accounted for large imports as did, to a lesser extent, onions. Of
the remaining vegetables, imports were relatively low, although consistently higher than exports.
PRODUCER RESPONSE TO MARKET CHANGES
British producers have responded to market changes in a variety of ways. Whilst the Working Party
consider that the majority appear to have made no adjustment to their production output, either
by volume or timing, others, particularly the dedicated vegetable or mono-crop growers, have
sought to exploit some of the opportunities which have occurred. Some notable examples of
exploiting market opportunities include growers who have sought to take advantage of climatic
differences between the UK and continental Europe by exporting British produce to southern
Europe, whilst others have exploited market opportunities by becoming major importers of semi-
exotic produce. Others, notably growers of traditional British field vegetables, have invested in
technical developments to ensure that, for some crops at least, production can be increased
through extended-season growing. This has allowed producers to service the domestic market for
longer periods of the year, at the expense of imports. One of the best examples of this is the
production of carrots. British producers of carrots have extended the harvesting season to the
extent that imports now occur only for about six weeks in the year. Three different elements
contribute to extending the seasons for domestic production. The first is investment in research
and development work which has improved crop varieties and husbandry. The second is research
and development which has improved field and cold storage of produce. The third has been
increasing use of location to maximize production by exploiting climatic differences. There are
several examples of individual growers producing crops in locations as far apart as Scotland and
Cornwall to provide a steady flow of produce into the premium markets. Increasingly, some
growers are now looking to increase production and extend seasonality by extending their
production to sites in mainland Europe, mostly southwest France, Spain and Germany. While it is
recognized that British production overseas does not assist reduction in the total trade deficit, this
type of approach demonstrates the willingness of some producers to exploit market opportunities.
Developments in extended-season production are relatively new and mostly financed by individual
growers and growers' organizations.
However, despite the examples of market-led production described above, the production and
trade figures show that the majority of British producers continue to grow traditional vegetable
varieties which are harvested during the main season. The Working Party believes that, in part,
the lack of market intelligence has acted as a barrier to the market responsiveness of growers.
OPPORTUNITIES TO IMPROVE MARKET INTELLIGENCE
The Working Party has identified a number of opportunities which would lead to improvements in
the provision of market intelligence to the British vegetable industry[6]. The two opportunities
described below are concerned with, first, the establishment of a register of suppliers to inform
buyers about domestic supplies and to inform growers about market trends and, second, the initial
stages of developing new overseas marketsthrough the provision of export market research.
REGISTER OF SUPPLIERS
The Working Party believes that there is an immediate opportunity to inform buyers about the
availability of existing supplies and to inform growers about changing market trends. Major buyers
need information regarding availability of supplies of domestic produce in order to increase
domestic sourcing of fresh produce. Producers need market information to plan production and to
exploit opportunities. The Working Party believes that an effective means of collecting and
disseminating this information is to establish a register of suppliers. The objectives of the register
are as follows. The first is to clarify to main buyers the situation regarding supplies of British
produce in out-of-season months. The Working Party believes that knowledge of specific crops,
volumes, timings, locations and growers, particularly those involved in extended-season
production, remains confused and that dissemination of this information will allow major buyers to
source more produce from domestic supplies, substituting for imports. The second objective is to
allow growers to take a more strategic approach to production planning by improving the provision
of market information, and in particular information concerning consumption trends. This is
necessary both for medium-term (annual) and long-term (more than one year) planning. The
register will also inform growers about the current supply situation. By informing growers about
forecast consumption and by demonstrating where the gaps in production lie, it is anticipated that
individuals or grower organizations will take advantage of these opportunities in the medium and
long term by increasing production of specific crops.
The register will gather information for buyers by surveying growers biannually for information
regarding forecasted volumes and availability of produce over the forthcoming six-monthly period.
Growers will be asked to complete information for two different types of vegetable crops:
traditional co-ops such as cabbage, carrots, broccoli, cauliflower, onions and mushrooms, and the
less traditional varieties such as asparagus, globe artichokes, fennel and courgettes. The first
group of traditional crops have been selected for inclusion as they are experiencing a decline in
consumption and are generally over-supplied. At the same time, however, there are opportunities
for improving the supply of traditional vegetables in but-of-season months. The second group of
vegetable crops has been included as they account for large imports although some limited
production is undertaken in the UK. Information gathered in the survey of growers will be compiled
into a register and distributed to main buyers. Initially, this work will be undertaken by the Project
team. At the same time there is a need to disseminate market information to producers. Producers
who participate in the register by providing information will be forwarded information
regarding market trends, consumption trends and medium- and long-term forecasts. Much of this
information is already available within the public domain. However, retailers participating in the
Project have suggested that EPOS scanning data may be used as an additional source
ofmarket information. This data will allow producers to access information regarding volumes,
timings, regional demand, etc. Again, this work will be undertaken initially by the Strathclyde
Project team.
IMPROVING OVERSEAS MARKET INTELLIGENCE
The Working Party believes that there is a need to increase information about
European markets for British produce. There are significant opportunities for British producers in
overseas markets which remain unexploited because of a general lack of knowledge about
the markets. This has impeded progress in two ways. First, growers with no experience of
exporting have been deterred from entering new overseas marketsabout which they know little
and which consequently represent a hostile climate. Second, there is some evidence that growers
who have successfully exported produce and are keen to continue have been deterred from
investing in increased production because of a lack of information. The general lack of exporting
has far-reaching consequences for the British industry. Not only would increasing exports improve
the balance of trade deficit, it would also have a beneficial effect on the British market. A long-
term result of exporting is the development of a wider portfolio of markets in addition to that
provided by the retail multiples sector. As a consequence, it is likely that profitability and
investment within the industry would increase.
In order to address this, research is required to investigate the opportunities that are available.
Much information already exists in the public domain, but it requires systematic gathering,
collation and dissemination to the industry in a comprehensive form. The Strathclyde University
Project team have started the research effort on markets in Belgium, Spain and Italy. These
countries have been selected by the Working Party as it is believed that they offer opportunities to
British producers and there are already examples of British growers exporting to these countries.
The crops to be investigated are as those above: traditional crops such as cabbage, carrots,
broccoli, cauliflower and mushrooms, and the less traditional varieties such as asparagus, globe
artichokes, fennel and courgettes. This approach should be seen as being complementary to the
services provided by Food From Britain. The secondary research was completed by November
1993. The information was disseminated to the industry at the same time.
THE NEXT STAGE
The Working Party is currently working towards improving information to buyers and to producers.
Information can in itself be beneficial and lead to better marketing and the Working Party believes
that in this industryimproved information provision will have this effect. The success of the
initiative to establish a register of suppliers will largely depend on co-operation by growers and
retailers to provide accurate and relevant data. The Working Party have been encouraged by the
collaboration between growers and retailers and the enthusiasm for the establishment of the
register, which has been seen in unsolicited offers of retailer and grower information. The second
initiative to provide international market intelligence is already under way and it is believed that
this information will be of great value to the industry. It is intended that the future actions of the
Working Party will build on the work already undertaken and on the collaboration between growers
and retailers to address other weaknesses of the industry. It is believed that the next stage of the
work will be to undertake an analysis of the use of promotion within the industry. By undertaking
this work, the Working Party seeks greater knowledge about the costs and benefits of different
types of promotional activity, with the intention of pursuing only the most effective methods.
CONCLUSIONS
In many respects the notion of a single British vegetable industry is misleading. The industry is
composed of many different vegetable sectors, with activities as diverse as participation in fresh
production to freezing and processing. The different sectors of the vegetable industry have
different characteristics and are facing different challenges. However, throughout
the industry there are some common weaknesses. Although the lack of market intelligence is only
a symptom of these weaknesses it nevertheless constitutes an additional barrier for domestic
producers. The actions described above have been formulated by the Working Party in an attempt
to directly address this single issue. As such they should be seen as the first step on the route to a
stronger industry.

Subjek
Vegetables;
Statistical data;
Roles;
Market research;
Industrywide conditions;
Food processing industry;
Competitive intelligence;
Balance of trade;
Agricultural production
Lokasi
UK, Europe
Klasifikasi
9175: Western Europe
9140: Statistical Data
8610: Food processing industry, includes
beverages & liquors
8400: Agriculture industry
7100: Market research
1300: International trade & foreign
investment
Judul
The British vegetable industry: Changing
marketing and the role of marketintelligence
Pengarang
Carter, Sara; Shaw, Susan A
Judul publikasi
British Food Journal
Volume
95
Edisi
10
Halaman
29
Jumlah halaman
7
Tahun publikasi
1993
Tanggal publikasi
1993
Tahun
1993
Penerbit
Emerald Group Publishing, Limited
Tempat publikasi
Bradford
Negara publikasi
United Kingdom
Subjek publikasi
Nutrition And Dietetics, Food And Food
Industries
ISSN
0007070X
CODEN
BFOJA9
Jenis sumber
Scholarly Journals
Bahasa publikasi
English
Jenis dokumen
Market Research
Nomor aksesi
00822618
ID dokumen ProQuest
225141133
URL Dokumen
http://search.proquest.com/docview/225141
133?accountid=31434
Hak cipta
Copyright MCB University Press Limited 1993
Terakhir diperbarui
2014-05-18



Resume
Analisis industri sayuran Inggris mengungkapkan kelemahan yang dihasilkan dari fragmentasi dan
produksi yang tidak terkoordinasi . Sementara inkonsistensi produksi sering dikaitkan dengan variasi
iklim , kurangnya perhatian yang dibayarkan kepada tren pasar jangka panjang memungkiri
kelemahan yang lebih mendasar dalam industri . Partai Kerja Sayuran percaya bahwa ada
kekurangan pemasaran profesional dan promosi produksi , partisipasi miskin di pasar ekspor ,
kurangnya fasilitas manufaktur di sektor pengolahan , dan kurangnya investasi dalam penelitian dan
pengembangan pasar dekat . Banyak kelemahan ini terkait dengan isu yang lebih mendasar dari
struktur industri . Sementara pekerjaan lebih lanjut diperlukan untuk mengatasi kelemahan tersebut
, Partai Kerja mengidentifikasi kesempatan khusus untuk memperbaiki kurangnya intelijen pasar .
Alasan untuk ini adalah bahwa , dengan mengatasi kurangnya informasi pasar , ada kesempatan
yang jelas untuk membawa perubahan awal dalam industri . Setelah membahas masalah ini , Partai
Kerja berencana untuk menggunakan karya tersebut sebagai dasar untuk pemeriksaan lingkup bagi
kemajuan untuk memperbaiki kelemahan lainnya .
Industri sayur Inggris sedang menghadapi sejumlah tantangan . Meskipun penurunan jangka panjang
dalam konsumsi [ 1 ] , produksi Inggris masih terkonsentrasi pada sayuran hijau tradisional .
Penurunan konsumsi sayuran segar lapangan sekarang sedang terlihat di sektor sayuran hijau kaleng
dan beku [ 2 ] . Permintaan konsumen meningkat untuk varietas semi- eksotis , seperti cukini ,
asparagus dan adas , yang semuanya dapat tumbuh di bawah kondisi iklim Inggris . Ada peluang yang
signifikan bagi produsen Inggris untuk beralih produksi dari tanaman tradisional , seperti kubis
Brussel , dan meningkatkan output tanaman dengan daya tarik pasar yang lebih besar . Namun,
produsen Inggris telah lambat untuk bereaksi terhadap perubahan peluang pasar , dan sebagai
konsekuensi dari impor produk ini telah meningkat pesat dalam beberapa tahun terakhir . Defisit
perdagangan saat ini non - salad sayuran diperkirakan lebih dari L427 juta .
Ada beberapa kesenjangan dalam intelijen pasar saat ini . Yang paling menonjol adalah kurangnya
pengetahuan tentang pasar dan volume dan timing dari produksi dalam negeri dan luar negeri dalam
negeri dan luar negeri . Kurangnya intelijen pasar sebagian besar terjadi karena fragmentasi produksi
dan pemasaran . Ada baik proliferasi organisasi pemasaran dan , pada saat yang sama , keterlibatan
produsen yang relatif rendah dalam kelompok-kelompok pemasaran . Hal ini telah mengakibatkan
situasi di mana hanya beberapa yang lebih besar koperasi mampu untuk mempekerjakan profesional
pemasaran yang berdedikasi dan lebih sedikit lagi mampu untuk berinvestasi dalam spesialis ekspor
berpengalaman . Pada saat yang sama Partai Kerja percaya bahwa banyak dari pembeli perdagangan
terbesar seringkali tidak menyadari ketersediaan produk tertentu di Inggris dan sebagai akibat
pembeli sumber produksi , yang sebenarnya tersedia di Inggris , dari lebih terkoordinasi di luar
negeri pemasok yang menawarkan hal yang sama volume dan varietas dengan daya tarik tambahan
dari keputusan pembelian yang lebih hemat biaya . Partai Kerja mengidentifikasi kebutuhan khusus
untuk memperkenalkan mekanisme yang bisa sama-sama menyediakan intelijen strategis untuk
mengidentifikasi tren jangka panjang dan marketopportunities bagi petani dan juga
menginformasikan pembeli produksi dalam negeri dan ketersediaan . Artikel ini menyajikan analisis
pasar domestik untuk sayuran lapangan , termasuk kecenderungan konsumsi , produksi dan
perdagangan internasional , dan komentar pada sifat perubahan pasar . Analisis pasar ini didasarkan
pada interpretasi asli dari data yang diterbitkan . Artikel ini kemudian mulai untuk menggambarkan
mekanisme yang dirancang oleh Partai Kerja untuk meningkatkan pengumpulan dan penyebaran
intelijen pasar di masa depan .
Partai Kerja saat ini sedang bekerja untuk memperbaiki informasi kepada pembeli dan produsen .
Informasi dapat dengan sendirinya menjadi menguntungkan dan menyebabkan pemasaran yang
lebih baik dan Partai Kerja percaya bahwa dalam ketentuan informasi industryimproved ini akan
memiliki efek ini . Keberhasilan inisiatif untuk membangun sebuah daftar pemasok akan sangat
tergantung pada kerjasama dengan petani dan pengecer untuk memberikan data yang akurat dan
relevan . Partai Kerja telah didorong oleh kolaborasi antara petani dan pengecer dan antusiasme
untuk pembentukan register , yang telah terlihat dalam penawaran yang tidak diminta dari pengecer
dan informasi petani . Inisiatif kedua untuk menyediakan intelijen pasar internasional sudah berjalan
dan diyakini bahwa informasi ini akan menjadi nilai besar untuk industri. Hal ini dimaksudkan bahwa
tindakan masa depan Partai Kerja akan membangun pada pekerjaan yang telah dilakukan dan pada
kolaborasi antara petani dan pengecer untuk mengatasi kelemahan lain dari industri. Hal ini diyakini
bahwa tahap berikutnya dari karya tersebut akan melakukan analisis penggunaan promosi dalam
industri . Dengan melakukan pekerjaan ini , Partai Kerja mencari pengetahuan yang lebih besar
tentang biaya dan manfaat dari berbagai jenis kegiatan promosi , dengan tujuan mengejar hanya
metode yang paling efektif .
Produsen Inggris telah merespon perubahan pasar dalam berbagai cara . Sementara Partai Kerja
menganggap bahwa mayoritas tampaknya telah membuat tidak ada penyesuaian terhadap hasil
produksi mereka , baik dengan volume atau waktu , orang lain , terutama sayuran khusus atau
petani mono - tanaman , telah berusaha untuk memanfaatkan beberapa peluang yang telah terjadi .
Beberapa contoh pemanfaatan peluang pasar termasuk petani yang telah berusaha untuk
mengambil keuntungan dari perbedaan iklim antara Inggris dan benua Eropa dengan mengekspor
produk Inggris untuk Eropa selatan , sementara yang lainnya telah mengeksploitasi peluang pasar
dengan menjadi importir utama produk semi- eksotis . Lainnya , terutama petani tradisional sayuran
lapangan Inggris , telah berinvestasi dalam perkembangan teknis untuk memastikan bahwa , untuk
beberapa tanaman setidaknya , produksi dapat ditingkatkan melalui diperpanjang - musim tanam .
Hal ini memungkinkan produsen untuk melayani pasar domestik untuk waktu yang lebih lama dari
tahun ini, dengan mengorbankan impor . Salah satu contoh terbaik dari hal ini adalah produksi
wortel . Produsen Inggris wortel telah memperpanjang musim panen sejauh bahwa impor sekarang
hanya terjadi selama sekitar enam minggu tahun. Tiga elemen yang berbeda berkontribusi untuk
memperpanjang musim untuk produksi dalam negeri . Yang pertama adalah investasi dalam
penelitian dan pengembangan yang telah meningkatkan varietas tanaman dan peternakan . Yang
kedua adalah penelitian dan pengembangan yang telah meningkatkan lapangan dan cold storage
produk. Ketiga telah meningkat penggunaan lokasi untuk memaksimalkan produksi dengan
memanfaatkan perbedaan iklim . Ada beberapa contoh petani individual memproduksi tanaman di
lokasi yang terpisah sejauh Skotlandia dan Cornwall untuk memberikan aliran produk ke pasar
premium . Semakin , beberapa petani sekarang mencari untuk meningkatkan produksi dan
memperluas musiman dengan memperluas produksi mereka ke situs-situs di daratan Eropa ,
sebagian besar barat daya Perancis, Spanyol dan Jerman . Meskipun diakui bahwa produksi Inggris di
luar negeri tidak membantu pengurangan defisit perdagangan total, jenis pendekatan menunjukkan
kesediaan beberapa produsen untuk memanfaatkan peluang pasar . Perkembangan produksi
diperpanjang musim yang relatif baru dan sebagian besar dibiayai oleh petani individu dan organisasi
petani .