Pondering Provenance

I was at the Pub Food Awards last night and everyone was talking about provenance, from the gastropub chef who had just started rearing his own chickens for their eggs to the foodservice big shot pondering how to add provenance based value without adding cost.

There wasn’t a lot of discussion about the importance of organic food, food miles, or CSR – but there was a real recognition that UK consumers are confused by Soil Association certification, Fairtrade, Red Tractors, RSPCA Freedom Food logos and the like.  They just want to know that their food has been ethically produced and isn’t full of rubbish.  Maybe we need some kind of catch-all hotel style star rating system?

One thought on “Pondering Provenance

  1. Pingback: Provenance vs. Value « (almost) always thinking

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