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Tesco hires farmers' voice to restore trust lost in horsemeat scandal Tesco hires farmers' voice to restore trust lost in horsemeat scandal
(3 months later)
Tesco has poached a senior executive from the National Farmers' Union as it attempts to restore public trust following the horsemeat scandal. The move comes as a survey reveals that British consumers remain highly sceptical about the safety of food products.Tesco has poached a senior executive from the National Farmers' Union as it attempts to restore public trust following the horsemeat scandal. The move comes as a survey reveals that British consumers remain highly sceptical about the safety of food products.
Britain's largest retailer has appointed Tom Hind, corporate affairs director at the NFU, as director of agriculture in a new role designed to improve Tesco's relationship with farmers and suppliers.Britain's largest retailer has appointed Tom Hind, corporate affairs director at the NFU, as director of agriculture in a new role designed to improve Tesco's relationship with farmers and suppliers.
The appointment follows a pledge by Tesco chief executive, Philip Clarke, at the NFU's annual conference this year to build stronger relationships with farmers and introduce a more transparent supply chain.The appointment follows a pledge by Tesco chief executive, Philip Clarke, at the NFU's annual conference this year to build stronger relationships with farmers and introduce a more transparent supply chain.
Tesco's UK sales have been hit by the horsemeat scandal, when horse DNA was found in four Tesco products including beef burgers. Other food retailers implicated in the furore included Lidl, Aldi and Iceland.Tesco's UK sales have been hit by the horsemeat scandal, when horse DNA was found in four Tesco products including beef burgers. Other food retailers implicated in the furore included Lidl, Aldi and Iceland.
Hind helped create the voluntary code of practice for the dairy industry while at the NFU and has led NFU lobbying efforts on the new groceries code adjudicator, who is able to ifine supermarkets if they do not treat suppliers fairly.Hind helped create the voluntary code of practice for the dairy industry while at the NFU and has led NFU lobbying efforts on the new groceries code adjudicator, who is able to ifine supermarkets if they do not treat suppliers fairly.
In his new role, Hind will be the main point of contact between Tesco's commercial teams and farmers across the UK. Christine Tacon, the adjudicator, has said she is inclined to fine retailers a proportion of their turnover if they mistreat suppliers.In his new role, Hind will be the main point of contact between Tesco's commercial teams and farmers across the UK. Christine Tacon, the adjudicator, has said she is inclined to fine retailers a proportion of their turnover if they mistreat suppliers.
Kevin Grace, Tesco commercial director, said: "Tom is a respected figure in British agriculture and will bring with him a huge amount of hands-on farming experience. His relationship with farmers will ensure their views continue to be heard throughout Tesco."Kevin Grace, Tesco commercial director, said: "Tom is a respected figure in British agriculture and will bring with him a huge amount of hands-on farming experience. His relationship with farmers will ensure their views continue to be heard throughout Tesco."
Speaking at the NFU conference in March, Clarke indicated more business for British farmers, announcing a "sincere commitment to source more of our meat closer to home." He said: "Where it is reasonable to do so, we will source from British producers."Speaking at the NFU conference in March, Clarke indicated more business for British farmers, announcing a "sincere commitment to source more of our meat closer to home." He said: "Where it is reasonable to do so, we will source from British producers."
Tesco critics may not be satisfied with the appointment and will point to last year's controversial hiring of the former Food Standards Agency chief executive Tim Smith as group technical director.Tesco critics may not be satisfied with the appointment and will point to last year's controversial hiring of the former Food Standards Agency chief executive Tim Smith as group technical director.
Meanwhile, research by Mintel shows that consumer confidence in the UK food industry has been seriously dented by the horsemeat scandal. Six months since the crisis erupted, its survey found that just half of respondents trust the food industry to provide safe food to eat, with almost two fifths undecided.Meanwhile, research by Mintel shows that consumer confidence in the UK food industry has been seriously dented by the horsemeat scandal. Six months since the crisis erupted, its survey found that just half of respondents trust the food industry to provide safe food to eat, with almost two fifths undecided.
Only 42% of consumers, taken from a nationally representative sample of 2,000 adults, believe the food industry can react to major food scares effectively, while less than a quarter believe that different elements of the supply chain work effectively together.Only 42% of consumers, taken from a nationally representative sample of 2,000 adults, believe the food industry can react to major food scares effectively, while less than a quarter believe that different elements of the supply chain work effectively together.
Consumer concerns about food safety centre on the complexity and lack of transparency around supply chains, reflecting a scandal that started in Ireland but soon raised concerns about the sourcing of meat across Europe.Consumer concerns about food safety centre on the complexity and lack of transparency around supply chains, reflecting a scandal that started in Ireland but soon raised concerns about the sourcing of meat across Europe.
Just 36% of consumers feel that food manufacturers are aware of where their ingredients come from, according to Mintel. The use of British-sourced ingredients was named as the top factor most likely to regain consumers' trust in supermarket products.Just 36% of consumers feel that food manufacturers are aware of where their ingredients come from, according to Mintel. The use of British-sourced ingredients was named as the top factor most likely to regain consumers' trust in supermarket products.
Alex Beckett, senior food analyst at Mintel, said: "That food should not be harmful should be one of the most basic of consumer expectations, yet only half of adults feel the UK food industry provides food that is safe to eat, signalling a widespread breakdown of trust in the agri-food chain, and suggesting the need for more active communications and greater transparency towards consumers."Alex Beckett, senior food analyst at Mintel, said: "That food should not be harmful should be one of the most basic of consumer expectations, yet only half of adults feel the UK food industry provides food that is safe to eat, signalling a widespread breakdown of trust in the agri-food chain, and suggesting the need for more active communications and greater transparency towards consumers."
Consumers who have purchased ready meals labelled as beef were also asked by Mintel about their attitudes following the scandal. Around one in five respondents were worried they might have bought affected products, while 18% said they will boycott beef ready meals as a result of the scandal. One out of ten say they will now avoid frozen ready meals.Consumers who have purchased ready meals labelled as beef were also asked by Mintel about their attitudes following the scandal. Around one in five respondents were worried they might have bought affected products, while 18% said they will boycott beef ready meals as a result of the scandal. One out of ten say they will now avoid frozen ready meals.
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