Originally from: Farmtalking
                        
News Release
 
Friday 27 June 2003

On-line Shopping To Boost Local Economy and Profit For Members

Farm Gate Direct, a new on-line shopping site being launched by Freedom Food on Monday 30 June 2003, is embarking on a major recruitment drive to attract new and existing Freedom Food members.

The aim of Farm Gate Direct, developed by DBT Ltd, is to bring even more animals into the Freedom Food scheme and increase product availability resulting in improved welfare from farm to plate. The benefits to those who sign up include a free trial period for the first six successful applicants.

The website, in-line with government recommendations set in the Curry report, seeks to help Freedom Food members maximise their profits, by providing an opportunity for them to boost their own incomes and support their local economy.

A survey published today reveals that nearly 90% of consumers questioned think that high standards of welfare for the farm animals reared to produce our food is important. And with nearly a third of 25 to 54 year olds (questioned in the same survey) now shopping on-line, Farm Gate Direct clearly provides a cost-effective way for producers, abattoirs, processors and packers to access a growing market.

The financial and welfare advantages of Farm Gate Direct don¡¦t end here! Other benefits include:

„h Selling direct to the end consumer – cutting down the supply chain by bringing farmers and consumers closer together and so maximising profits. „h Developing local supply chains – as membership grows Freedom Food hopes traders will form local alliances to widen their product range and enhance profitability. Freedom Food also hopes that trading on the net and improved local supply networks could also help reduce use of livestock markets. „h Reducing live animal transport – as a result of developing a local supply chain the distance travelled and the number of journeys made by animals will be reduced. „h Carcass utilisation – opportunity to find a market for under/oversized carcasses that do not fit rigid supermarket specifications.

A number of traders are already preparing to come on board in the next few weeks including Argyll-based Loch Fyne Oysters and Smokehouse and family run abattoir Ensors of Gloucestershire. But first to sign up is independent retailer Alternative Meats who will sell Freedom Food labelled rose veal on the site. Partner, Jeanette Edgar, said: ¡§Farm Gate Direct is a great opportunity. It will help us to cost-effectively reach more restaurants, more local catering operations and of course more consumers. We hope to sell a range of beef and pork products as soon as more local farms achieve Freedom Food approval.¡¨

Leigh Grant, Chief Executive of Freedom Food, said: ¡§Farm Gate Direct will give traders the chance to expand business opportunities and improve profits. And in turn it will give consumers nationwide the opportunity to buy a wide range of higher welfare products from one easy-to-use site. But most importantly, Farm Gate Direct will help Freedom Food reach and raise the welfare standards of many, many more of our farm animals reared for food.¡¨

Informal press briefings and previews of the site will take place at the Royal Show, NAC Stoneleigh Park, Warwickshire, on Sunday 29 June from 1pm until 2.30pm in the Avon Lounge 2, Warwick complex.

For further information please contact Rebecca Ralph in the press office on 0870 754 0450.