I often listen to BBC Radio 4’s Farming Today programme. Support of local produce is a common theme in the programme, but the CherryAid campaign goes several steps further. It is an integration of value add, support of biodiversity, and the education of the consumer in support a specific crop. It is part of a larger campaign, Food Lovers Britain, which aims to encourage consumers to shop locally for local produce, whilst supporting local business.
The website describes that the CherryAid project was born because:
“In the last 50 years we’ve lost 90% of our Cherry orchards and now import around 95% of the Cherries we eat.”
Helping consumers become more aware of the underlying issues can ultimately help producers differentiate their product and build a brand encompassing a wide range of add-on value so they are not competing on price alone. This is a great example of market development and brand building in agriculture.