In response to the growing trend for locally-sourced products, D&F McCarthy – East Anglia’s leading supplier of fresh fruit and vegetables – recognised the need for a subsidiary brand to increase local trade. When we asked a cross-section of consumers if they would prefer to buy local products, most said they would, providing they weren’t significantly more expensive. When we asked how they could tell if a product they are buying is local, they answered that often they couldn’t, while some assumed organic produce was likely to be local.
So all consumers really needed was a little encouragement – some indication, in the first instance, that the produce was local. A call to action rallying a tempted consumer to ‘pick local’… “you know you want to!”