Bogus “Food miles” Theory Still A Concern

Bogus “Food miles” Theory Still A Concern

While research published by Otago University’s Department of Marketing confirms that country of origin was only a minor influence on what British supermarket shoppers actually bought in supermarkets, it’s still a concern that 21.5% of those interviewed at a later stage thought that “food miles” or “the long distance” food travels would stop them buying New Zealand products, says Food & Grocery Council (FGC) Chief Executive, Katherine Rich.

“The bogus food miles theory could have caused major difficulties, but doesn’t seem to be affecting actual sales based on this research. However, the genuine worry is that continued food activism in Europe could still embed negative consumer perceptions about New Zealand sourced food which eventually translates into sales.”

“The research highlights the frequent gap between consumer preferences and actual purchasing decisions. The concern is if these vague perceptions that somehow goods from New Zealand are bad for the environment translate into action at the checkout, New Zealand food companies have a problem. The gap between thoughts and actions can close quickly as the palm oil and Bisphenol A issues demonstrate.”

Mrs Rich says that while the “food miles” concept has been shot to pieces, the 21.5% who indicated that food miles and distance from markets would stop them buying New Zealand products is still of deep concern. Perceptions take a lot of work to shift, therefore food companies should not be complacent when it comes to New Zealand’s messages about our food production.

“The importance of this research is to remind New Zealand food companies that the food miles theory is not dead and that they need be prepared for the next push seeking to lock out New Zealand products. The battleground in this instance isn’t trade negotiation, it’s in UK shoppers’ heads.”

We commend Professor Knight and his team at Otago University for conducting such thought-provoking and worthwhile research, said Mrs Rich.

ENDS

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