In the UK, berries are also taking centre stage in institutional communications about agriculture. On the occasion of Farm24, Driscoll's UK took part in the initiative held at Morrisons' headquarters to highlight the value of the berry supply chain and bring retailers, growers and consumers closer to the work behind every punnet.
British agriculture is promoted not only in the fields, but also in the places where commercial decisions are made. This is the significance of Driscoll's UK's participation in Farm24, the national initiative promoted by the Farmers Guardian as part of the 24 Hours in Farming campaign, which celebrates each year the contribution of agriculture and the people working throughout the entire food supply chain.
The event was held at the headquarters of Morrisons, one of the UK's leading food retailers, where Driscoll's set up a dedicated area for visitors to sample its berries and learn more about the work required to produce high-quality fruit.
An opportunity to showcase the entire supply chain
In a message published on its social media channels, Driscoll's UK highlighted how Farm24 provides an important opportunity to connect Morrisons colleagues with growers, commercial partners and industry professionals, while recognising the role of the people who make British food production possible.
During the initiative, the company offered samples of its berries, using them as a starting point to highlight some of the less visible aspects of the supply chain: the care in growing, agronomic expertise, varietal selection and attention to quality behind every punnet of fruit.
Retail as a platform for communication
The initiative also highlights the growing involvement of modern retail in promoting British agriculture. Holding an event at Morrisons' headquarters creates an opportunity for direct interaction between those who grow the product, those who buy it and those responsible for developing commercial strategies for the fresh produce category.
For Driscoll's, a global leader in premium berries, participating in Farm24 was also an opportunity to strengthen its relationship with the retailer and reaffirm the value of British production.
An interesting model for the Italian sector too
Initiatives such as Farm24 show how fresh produce promotion can go beyond communication aimed simply at consumers. Bringing retailers, growers and the media together in shared initiatives can help strengthen perceptions of the value of the entire supply chain, while raising awareness of the work required to guarantee quality, food safety and continuity of supply.
For the berry sector, which is becoming increasingly strategic in the Italian market as well, initiatives of this kind provide an example of how communication can promote not only the final product, but also the people and expertise that make its production possible.
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