Reconnection in the UK food chain

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Abstract
Purpose – This paper reports the findings of a research project that investigated the extent of the information gap that exists between the British agri‐food industry and consumers to help assist the industry in its efforts to re‐connect with consumers and the wider public.Design/methodology/approach – The first stage involved an information audit to examine the communication activities of the providers of information about food and farming, which was conducted using desk research and personal interviews. The second stage involved qualitative and quantitative primary research to examine the information needs and knowledge amongst consumers, one of the key target groups identified in the first stage of the project.Findings – The review of the communication activities of organisations in the agri‐food industry identified an extremely fragmented delivery to consumers and a distinct lack of resources to effectively communicate the information that exists and evaluate its impact on the attitudes, perceptions a...

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