Establishing a point of difference

SFFF will soon showcase over 800 British and International producers - providing the most comprehensive opportunity to research the latest trends emerging in the speciality market. 

Roger Kerr, Chief Executive of the organic certification body OF&G, discusses the importance of standing out from the crowd.

“Speciality and Fine Food Fair is a great event for the food sector and this year’s show looks to be one of the largest and most exciting.  Of course, one key challenge for exhibitors is standing out and getting their message across to visitors so they can maximize the opportunities available, amongst all the other trade stands at such a large event. 

It is well known that the careful consideration of a USP is an essential element in the New Product Development process. Brands that provide both a distinctive and high quality product will strengthen their offer and heighten their appeal. Any business choosing ‘organic’ provides a clear statement on production and processing values that underpin a product’s identity. In broad terms organic products appeal to an increasing body of people, who are seeking food with high production values, provenance and with an environmental and high welfare focus.  

OF&G certify some of the most popular and distinctive organic brands in Britain. Many of our licensees come to us through recommendation as our staff have the practical experience combined with market leading expertise to ensure safe and efficient certification in one of the strongest growing areas of the food sector. Currently, organic is outperforming general grocery, along with free-from, vegetarian and vegan sectors. Companies that choose to offer organic lines that also carry some of these other qualities can be sure that they will have a strong and attractive product to go to the market with. 

We know that across the rest of Europe organic has been growing strongly throughout the recession and it appears to be on an inexorable growth trajectory. 
At OF&G we work with businesses, both commercial and in research looking for improvements for the whole of the food and farming sector, particularly helping to establish effective and efficient supply chains. It is vital that we continue to work hard to share best practice, learn from each other and drive growth here in the UK. 

We are really excited by the prospects for the British and the European food markets. So if your business is interested in exploring the option of introducing an organic line and you’re looking for some advice, please do contact us at the OF&G office. Whatever you have planned for SFFF, I’d like to wish you all the very best for the future and have a great show.” 

Roger Kerr, Chief Executive, OF&G