15 March 2007, 14:49 PM
  • An independent survey carried out on behalf of IFE07 has revealed consumers listen to celebrity chefs over the Government, when it comes to food issues.

With 17% of those surveyed stating that they would rather listen to the likes of Jamie Oliver and celebrity chefs about foodie matters and worryingly 63% saying that they do not listen to anyone at all (the Government is low on the list for consumers where food is concerned).

With the UK becoming increasingly recognised as a nation of foodies, the independent survey, carried out by IFE07, the International Food and Drink Event 2007, was designed to highlight changing consumer opinion around food.

Martin Bates, chief executive Officer, The Craft Guild of Chefs and IFE07 Advisory Board Member, comments, “It is extremely interesting to see how the prominence of chefs has increased over the past few years and the impact this has had in gaining consumer trust.

“In my view, the reason that people are listening to celebrity chefs is because they can relate to chefs as ‘real people’ and can often see the Government as removed from our day to day needs. Also, the Government is in the position where they have to deliver both good and bad news concerning food, which can weaken their credibility with consumers.”

Paul MacDonald, exhibition director, adds, “At IFE07 we have a mixture of Government organisations and chefs to give a balance to the event. Celebrity chefs’ having such an influence with consumers is understandable considering the number of food and drink programmes, books and magazines that are becoming increasingly available.”