Provenance is at a premium - local has come to mean better, tastier, healthier, purer food...
by James Horsham, Western Mail, 26th July 2010 

South Wales chair of the Chartered Institute of Marketing James Horsham on price verses provenance.

SINCE the recession began the food and drink market has been going through a big change.

This is mainly due to turbulent global markets and climate change, but at a more local level we as consumers are changing the way we buy.

Price is winning over provenance as more of us are feeling the financial squeeze. Shoppers in large numbers are switching to own-label and discount brands in an attempt to save money.

Read the full article by James Horsham at: 

www.walesonline.co.uk

Note: James has a monthly column in the Western Mail business section. You can read published articles regularly throughout the year. Visit the Brand/68 website to see new articles.