With partners, the NEEFDG will evaluate the food and drink supply structure in North East England, including mapping and benchmarking producers, suppliers and providers to assess capabilities and potential for development. The results will be used to identify gaps in the supply structure, ascertain what assistance is required to grow and provide and signpost business development support with appropriate partners.

It will provide strategic and tactical industry information across the sector to the relevant producers, agencies and stakeholders and provide information on sector trade channels. It will promote a better understanding of key food related issues such as the benefits of healthy eating and diet.

For new and embryonic businesses a comprehensive one-stop guide to producing food and drink will be developed as will an online business start up programme.

A comprehensive programme of training will be developed to cultivate Technical, Manufacturing, Hospitality and Business Skills and develop manufacturing accreditation.

The NEEFDG will assist in the enhancement of the National Skills Academy for Food & Drink manufacturing in the region and work to develop a skills strategy for the sector involving higher and specialist skills and engaging and motivating young people to be part of the sector.

The NEEFDG will look at the viability of satellite R&D kitchens and also incubation facilities in appropriate locations providing small scale manufacturing and industrialisation facilities.

OUTCOME – the region’s food and drink producers will have greater capacity and new businesses will be producing new products and fresh levels of innovation.

Scenic photography by Graeme Peacock

An evaluation of existing distribution chains will be undertaken both inside and outside the region thus identifying barriers to development and highlighting gaps in the supply infrastructure. The NEEFDG will stimulate and develop the supply chain making distribution systems efficient and wide reaching by working with appropriate partners. A key output from this work will be the creation of a trade Food and Drink Directory for both primary and secondary producers.

New markets will be developed both within and outside the region through attendance at Trade exhibitions and ‘Meet the Buyer’ Events and food producers will be assisted with workshops and training to maximise their presence at these events. Links will be created between primary producers, processors and manufacturing businesses e.g. meat in pies, flour in cakes etc. The NEEFDG will support the development of local supply chains and networks of producers assisting local strategic partners in scoping and delivering local regeneration solutions involving the promotion of regional food and drink.

The regions food and drink offer will be actively promoted to a range of trade customers through developing relationships with key decision makers.

Strategic and tactical market data will be made available to create strong arguments for new listings, increased distribution and preferred promotional activity. Account management support will also be provided, helping producers develop strong and lasting relationships with customers.

To aid logistics, the feasibility of a business led regional distribution hub will be facilitated over two stages; an electronic ordering and invoicing systems followed by a logistics system for storage, picking, packing and physical distribution.

Farmers Markets are key sales outlets for local food producers and the NEEFDG will assist raise the profile of these by enhancing the quality, consistency and coordination of markets across the region. A producer accreditation scheme will be implemented and more markets encouraged to become certified as Farmers’ Markets.

OUTCOME: Multiple chains and the hospitality sector will be offering North East England regional food and drink. There will be sustainable network of Farmers’ Markets, a regional distribution solution, web based e-commerce solutions and a significant increase in credible local food producers.

A detailed marketing and PR strategy underpins the partnership, business and trade aspects of the plan. It is vital that we raise consumer awareness and encourage customers to buy and become advocates for regional food.

To this end we will:

• Create brand architecture that is clearly associated with the aims of the Group. We will consider the feasibility of a regional identifier brand, linked to and working alongside the Passionate people. Passionate places North East England campaign, and, if appropriate, developed and promoted through a tactical marketing and event initiatives and Point of Sale materials. This may also, following consultation, be utilised across a wide range of primary and secondary food and drink products. Where appropriate, co-operatives of producers will be formed to ensure continuity of supply, quality and consistency. The NEEFDG would promote and support the brand and encourage those producers with limited resources to engage in it. It would provide accreditation and brand guidelines, act as guardian and provide POS materials and a barcode management system.
  
  
• Seek synergy with complementary agendas- RES, RIS, Tourism Marketing, BLNE etc and other partnerships including the media and One NorthEast PR team
  
  
• Create a website presence for the NEEFDG with landing pages which cross refer to partner sites and providing a proactive e-communication channel
  
  
• Generate enhanced levels of national and local coverage showcasing key people, progress to date and plans going forward
  
  
• Create ‘excitement’ through marketing initiatives and specific national and local awareness events, such as the outcomes of Tesco ‘meet the buyer’, Farmhouse Breakfast Week, British Food Fortnight, and Sausage Week etc.
  

Our key audiences will be: Organisational stakeholders, food and drink producers (current & potential), retailers/ buyers, restaurateurs and the general public (consumers and those interested in careers in food & drink sector) in the region and the wider UK

Initial focus will be on:

• Getting the people of the region to take pride in things local and act as advocates
  
  
• The Journal Taste campaign will act as the public facing catalyst to encourage people to ‘eat local, buy local’; encourage retailers to stock more local produce; encourage restaurants to serve and highlight local produce on their menus etc. The NEEFDG is a key driver of this high profile initiative and sits on the steering group
  
  
• The organisation of a series of food related events
  
  
• Active and ongoing negotiation with major supermarket chains
  
  
• Ensuring that the NEEFDG is and is seen to be a truly pan-regional organisation
  
  
• A series of highly creative ideas to help achieve our aims including partnerships with TV shopping producers, the Countryside Alliance Local Produce Raceday at Gosforth Park and the introduction of a new food business platform in the Teesside Evening Gazette.

To further engage consumers with regional food, a web based Consumer Club will be developed generating additional uptake and loyalty.

The NEEFDG will support food and drink businesses to attend regional and national events to showcase the regional food and drink offer. It will look at the viability of a major regional Food and Drink Festival and if appropriate deliver an Event that will benefit tourism in the region. This will enhance the growth and recognition of the food and drink sector to a national and international audience.

OUTCOME: Regional food and drink will have a strong identity in North East England and nationally