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specialityfoodmagazine.com outgoings low, Macknade Food Hall in Faversham recently made the ambitious decision to launch a brand new fish butchery. It is the first retailer to team up with the Pesky Fish platform, whose pioneering technology guarantees super fresh British fish and seafood from sustainable sources, with 100% traceability from boat to plate. Despite the risks in expanding during such uncertain times, the teamwere keen to follow through with their plans for the new butchery as a long-term investment to boost their ethical ambitions. “It has taken us many years to identify a supply chain that supports our proud British fishing industry and whose ethos aligns with our own,” says Rosie Collins, marketing manager at Macknade. Meanwhile, Rob Morton from Morton’s Family Farm in Norwich says that it’s never been more important to create and support ‘localised’ supply chains. “The pandemic has made it clear that we need to re-look at farming and the food chain and move the focus away from produce being as cheap as possible. We need to shift back to a more sustainable farming systemwith a focus on local, quality ingredients. Supporting our farms now will mean that we are in a much better position to deal with an issue like this, should it arise again.” According to Darren Henaghan at Borough Market, the Covid crisis has provided a unique moment for retailers to educate consumers about the importance of shopping locally and sustainably. “I’d say this is a once-in-a-generation opportunity for independents to really engage with consumers. You have their attention – it’s now up to you to prove why you’re different to the supermarkets in an easy- to-understand way. Explain why your food is more expensive, tell your story. Create a narrative. Be proactive. I find that customers want to do the right thing – it’s just that sometimes those choices aren’t obvious.” With the boom in home baking and growing we’ve seen in 2020 so 35 far, food has certainly proven to be at the forefront of people’s minds. “In a way we’ve rediscovered food. Seeing the work that goes into making a loaf of sourdough or growing 14 mangetout from seed gives shoppers a new appreciation for the food they buy. Retailers have a captive, engaged audience, now’s the time to sell yourselves,” adds Darren. REASONS UK SHOPPERS ARE USING THEIR LOCAL STORES MORE SOURCE: FINDER RESEARCH, APRIL 2020 “Local businesses should emphasise their uniqueness” ROMILLA ARBER , OWNER OF HONESTY GROUP (WHICH INCLUDES SADDLEBACK FARM SHOP) IN BERKSHIRE “On the first day of lockdown, the bottom fell out of the business. Turnover went from a reasonably healthy £180,000 pcm to virtually nothing. With 120 staff, rents, rates and suppliers to pay it was a very worrying few days. Once our main staff were furloughed, the management team began to look forensically at everything from the top to the bottom of the business, and we were all determined to make sure that once lockdown was eased we would be in a good position to face the challenges ahead. Over the past few months I’ve learned that no problem is insurmountable. Going forward I think local businesses need to emphasise their uniqueness – stand out from the crowd. I think local food is very important and that that message needs to be pushed.” 3 WAYS TO KEEP NEW CUSTOMERS ENGAGED Best-selling hospitality author Joy Zarine gives her advice on retaining new customers as lockdown eases Strong customer communication and connection will be essential to riding out the financial storm ahead. Having a clear message of how your business is rising to the challenges will inspire customers to support you. Connecting with your customers either via social media, on your website or via local community forums, being the constant guide and supporting your customers in these times of crisis has been essential. As the country begins to reopen we should not stop telling our customers who we are and how we want to support their needs. Local shoppers can certainly be swayed to remain loyal to their local stores if the stores add a little creativity to their offering. Due to longer supply chains and logistics, many of the supermarkets cannot compete with the taste and freshness of a community store. Plus the long queues to access the supermarket don’t seem to be ending anytime soon – so there is every opportunity for the local store to keep rising and keep shining. Food businesses opening from lockdown have a mission to reassure consumers they are safe spaces to be in – and this need cannot be exaggerated. After months of fear and uncertainty, now is the time to open with clear plans and clear communication to reassure everyone under your roof that they are safe and important too. Safety must be a priority, but the experience must also be exceptional. Joy Zarine’s new book, Sales Through Service , is out now. ADROSS FARM SHOP ADROSS FARM SHOP SADDLEBACK FARM SHOP