IN SEARCH OF THE KILLER BRAND

摘要

Farming needs a single high-profile brand. Using the levy for this purpose is old hat to pig producers... but will other sectors agree? If most supermarkets had their way there would be no such thing as the Quality Standard Mark or Red Tractor on labels. Then they could use spurious brands, and other tried-and-tested techniques, to pass off imported food as British. British food generally attracts a ten percent premium ver imported food — because most consumers prefer to buy British — so passing-off can be worth millions to retailers. It is against this background that levypayers in England and Wales are being asked how best to brand home-produced food.