With partners, the NEEFDG is evaluating the food and drink supply structure in North East England, including mapping and benchmarking producers, suppliers and providers to assess capabilities and potential for development. The results assist it to identify gaps in the supply structure, ascertain what assistance isrequired to grow and provide and signpost business development support with appropriate partners.

It provides strategic and tactical industry information across the sector to the relevant producers, agencies and stakeholders and provides information on sector trade channels. The NEEFDG promotes a better understanding of key food related issues such as the benefits of healthy eating and diet.

For new and embryonic businesses a comprehensive one-stop guide to producing food and drink is under development and the NEEFDG is working with partners on an online business start up programme.

A comprehensive programme of training has been developed to cultivate Technical, Manufacturing, Hospitality and Business Skills and manufacturing accreditation. The NEEFDG is assisting the enhancement of the National

Skills Academy for Food & Drink manufacturing in the region and working to develop a skills strategy for the sector involving higher and specialist skills and engaging and motivating young people to be part of the sector.

The NEEFDG is looking at the viability of satellite R&D kitchens and also incubation facilities in appropriate locations providing small scale manufacturing and industrialisation facilities.

OUTCOME – the region’s food and drink producers will havegreater capacity and new businesses will be able to develop new products and fresh levels of innovation.

Scenic photography by Graeme Peacock

Evaluating existing distribution chains both inside and outside the region to identify barriers to development and highlight gaps in the supply infrastructure is ongoing. The NEEFDG stimulates and develops the supply chain making distribution systems more efficient and wide reaching by working with appropriate partners. A key output from this work is the creation of a Food and Drink Directory for both primary and secondary producers.

New markets are being developed both within and outside the region through attendance at Trade exhibitions and ‘Meet the Buyer’ Events and food producers are being assisted through workshops and training to maximise their presence at these events. Links are continuing to be created and maintained between primary producers, processors and manufacturing businesses e.g. meat in pies, flour in cakes etc. The NEEFDG supports the development of local supply chains and networks of producers assisting localstrategic partners in scoping and delivering local regeneration solutions involving the promotion of regional food and drink.

The regions food and drink offer is actively promoted to a range of trade customers through developing relationships with key decision makers. Strategic and tactical market data is made available to create strong arguments for new listings, increased distribution and preferred promotional activity. Account management support

is also provided, helping producers develop strong and lasting relationships with their customers.

To aid logistics, the feasibility of a business led regional distribution hub is to be facilitated over two stages; electronic ordering and invoicing systems, followed by a logistics system for storage, picking, packing and physical distribution.

Farmers Markets are key sales outlets for small local food producers and the NEEFDG is assisting in raising the profile of these by enhancing the quality, consistency and co-ordination of markets across the region. A producer accreditation scheme is to be implemented and more markets encouraged to become certified as Farmersí Markets.

OUTCOME: Multiple chains and the hospitality sector will be offering North East England food and drink. There will be a sustainable network of Farmers Markets, a regional distribution solution, web based e-commerce solutions and a significant increase in credible local food producers.

A detailed marketing and PR strategy underpins
the partnership, business and trade aspects of the plan. It is vital that we continue to raise consumer awareness and encourage customers to buy and become advocates for regional food. To this end we:
• Have created a brand architecture that is clearly associated with the aims of the Group. A regional identifier brand, linked to and working alongside the Passionate people, Passionate places North East England campaign, has been designed and guidelines developed. This may also, following consultation, be utilised across a wide range of primary and secondary food and drink products. Where appropriate, co-operatives of producers will be formed to ensure continuity of supply, quality and consistency. The NEEFDG will promote and support the brand and encourage those producers with limited resources to engage in it. It will provide accreditation and brand guidelines, act as guardian and supply POS materials and a barcode management system.

• Seek synergy with complementary agendas- RES, Tourism Marketing, Business & Enterprise NE etc and other partnerships including the media and One NorthEast PR team.

• Have created a website presence for the NEEFDG with landing pages which cross refer to partner sites and provide a proactive e-communication channel.

• Generate enhanced levels of national and local coverageshowcasing key people, progress to date and plans going forward of the NEEFDG.

• Create ‘excitement’ through marketing initiatives and specific national and local awareness events, such as the outcomes of Trade Exhibitions, ‘Meet the Buyers’, Consumer Events, Journal ‘Taste’ campaign, Farmhouse Breakfast Week, British Food Fortnight, Sausage Week and regional and national award campaigns etc.

Our key audiences are: Organisational stakeholders, partners, food and drink producers/manufacturers (current & potential), retailers/ buyers, hotels/restaurateurs and the general public (consumers) and those interested in careers in the food & drink sector in the region and the wider UK.

Our initial focus has been:

• Getting the people of the region to take pride in things local and act as advocates.

• The Journal ‘Taste’ campaign, which has acted as the public facing catalyst to encourage people to ‘eat local, buy local’; encourage retailers to stock more local produce; encourage restaurants to serve and highlight local produce on their menus etc. The NEEFDG is a key driver of this high profile initiative and sits on the steering group.

• The organisation of a series of food related events• Active and ongoing negotiation with major supermarket chains.

• Ensuring that the NEEFDG is and is seen to be a truly pan-regional organisation.

• A series of highly creative ideas to help achieve our aims including partnerships with TV campaigns, ‘Living North’ guides to the regions food & drink, what/where to buy and where to eat and various industry award campaigns.

To further engage consumers with regional food, a web based Consumer Club will be developed generating additional uptake and loyalty.

The NEEFDG supports food and drink businesses to attend regional and national events showcasing the food and drink on offer from our region. It is looking, with partners, at the viability of a major regional Food and Drink Festival and if appropriate will deliver such an Event that will benefit businessess and tourism in the region. This would enhance the growth and recognition of the food and drink sector to a national and international audience.

OUTCOME: Regional food and drink will have a strong identity in North East England, Nationally and Internationally.