This is the first time I have received a message like this from a consumer. Appreciation like this feels hugely rewarding - not just to know that you’ve done a good job in delivering a great product, but to know that people actually care and appreciate their food. The UK retail system does a great job of feeding the vast majority of us, however it also makes it very easy to take our food for granted.
A supplier code means nothing, and just anonymises a very human process - it desensitises consumers, and means that we value our food less. I know this as a consumer myself. I think it’s great that some retailers print the producer’s name on the pack. That name belongs to someone and means something, and as this proves, can connect people with their food, and allow them to appreciate it more.
Waitrose & Partners Asda Morrisons Aldi UK Lidl GB Co-op - I challenge you all to follow the lead of Tesco & Sainsbury's and print producer/grower names on every pack of produce that you market. It works.
To UK farmers and growers - I believe that public engagement is something that we need to be better at as an industry. If we want consumers to place greater value on food, and pay more for it, then we need to show that we’re worthy of that value, and put ourselves out there.