Regional Provenance is a Priority for Noble Foods

As locally sourced and locally farmed food becomes a more important element of customers' choice , Noble Foods have raised Regional Provenance as priority for their 2008 Marketing plan.

Noble Foods currently collects eggs from more than 350 independent farms across the country and has a strong concentration of supply in many of the key farming regions.

"Although we are a national Egg company with a wide coverage across all regions, we have unique local level relationships with our producers. The consumer does not always think that their 'British Lion Coded' supermarket eggs have come from a local farm, it is therefore important to us that the consumer is advised of the regional source of our eggs and that they are able to support farmers close to the shops where they buy them." Comments Finn Cottle, Marketing Director of Noble Foods.

Noble Food's recent launch of 14 regional Egg brands have been extremely well received by retailers. Tesco have listed a number of the products within their egg range and are currently working on the next phase.

Says Sam Nundy, Tesco Buying Manager, " We are very proud to support local producers and sell locally produced products. Our customers tell us they want more local products in Tesco stores and Lincolnshire Free Range Eggs is a great addition to our ever growing range of Lincolnshire products including potatoes, green vegetables, carrots, chicken and beer"

A number of other retailers have planned launches for the beginning of 2008 which will increase the availability for consumers in their local supermarkets. In support, there is a bespoke regional website that allows consumers to discover where their actual egg was laid and learn about the farm and farmer so they can be assured that they are getting a genuine local egg.

Noble Foods are working closely with regional food bodies and tourist boards to boost the profile and development of the county food message. For example, there is already a successful relationship with Select Licolnshire, resulting in very positive publicity to support the launch.