Retailers Benefit From Online ‘hubs’

Local food website, BigBarn, is developing its facilities to form online speciality co-operatives, or ‘hubs’. The aim is to help niche food businesses to secure profits currently absorbed by the multiples.

It’s function is two-fold: an online sales database and a post-code generated map of businesses across the country. Both look to promote local trade to consumers across the country.

The database lists companies selling speciality food online, with the use of industry-specific software, MarketPlace. There are currently 380 artisan food and drink producers/retailers selling over 7,500 different products via the facility.

The directory uses Google maps to help consumers find the speciality food outlets located nearest to their homes. It also highlights the independents boasting cheaper prices than the multiples. Over 460 are already eligible for this bracket.

To welcome both retailers and producers, the facilities are as streamlined as possible with a format designed to be unintimidating and accessible.

“We don’t want people to have to learn new skills in order to understand how BigBarn works,” says Matt Macleod, web developer.

“It has to be easy for businesses to register online and equally simple for consumers to shop. The whole process must be as efficient as the supermarket search engines, or we cannot expect people to try the system,” he adds.

Members of the site are already reaping the dividends, teaming up with other businesses to create their own ‘hub’. 

“A few of our producers and retailers are already working together. So far a butcher, baker and farm shop have joined forces to claim back some of the margins the supermarkets have secured, supporting one another in bettering their businesses,” says Mr Macleod.

However, convincing consumers that buying specialist foods online is a cost-efficient, convenient option will take time.

“Consumes need to change the way that they think about buying food, so that they don’t automatically look at mass produced food as the cheapest option,” says Anthony Davison, founder of BigBarn. “There are a lot of people who do not want this option, and these will quickly appreciate and use the site. But, there are still a significant number who think local, good quality food is synonymous with expensive food – a stigma BigBarn wants to dispel,” he adds.

To speed up the process, the website is encouraging consumers to sign up to two weekly newsletters. One is tailored to their post-code so the content they receive concentrates on their local shops. The second, is a generic, UK-wide overview circulated to 30,000 subscribers.

“Subscribers are keen to find out how they can limit their food miles, but many do not know even half of what’s happening on their doorstep. This is a chance to change that,” explains Mr Macleod.

Registration for the directory is free and gives the opportunity to list company details on the site. Everyone shown on the map is given a user name and password, so any information can be updated easily.

There is also an option to pay for a £10 monthly membership, which comes with a series of benefits.  “Paying members can supply us with news about their shop, which we will then send out to any consumers living within a 30-mile radius as part of the weekly newsletter – an opportunity for businesses to promote themselves to the people who are most likely to be interested: loyal locals,” explains Mr Macleod. Members are also eligible for discounted courier costs and favorable rates on credit card terminal commission.

As more farm shops, village delis and community independents team up with the producers surrounding them, the focus of the BigBarn initiative will look to include domestic partnerships too.

“At the moment, we have a new retailer/producer joining the site every day. As the awareness snowballs so does the sense of collective responsibility. Eventually I want it to be commonplace for villagers to sell their home-grown food in their local farm shop, so that the whole of community is working in unison: retailer, producer and consumer,” explains Mr Davison. “The internet makes this an achievable goal,” he adds.

“In a nutshell, we want to build the local to local food trade – something that benefits all involved. I’m a food obsessive and we’re determined to make this happen,” he concludes.

Big Barn was founded by Anthony Davison, a fifth generation farmer, in 2000. From a one-man band, it now has a representative in every county, each one responsible for looking after the businesses in the area.

For more information:
Visit: www.bigbarn.co.uk
Email info@bigbarn.co.uk.
Call: 01480 890 970