British Food Journal

Christien M. Enzing; Maarten H. Batterink; Felix H.A. Janszen; S.W.F. (Onno) Omta

2011 British Food Journal

doi: 10.1108/00070701111148379

Purpose – This paper seeks to investigate with reference to which factors the innovation processes of new and improved products differ and how these factors relate to the products' success on the market, with a specific focus on technology‐ and market‐related factors. Design/methodology approach – Data were collected on 129 products of the Dutch food and beverages (F&B) industry announced in professional journals in 1998. Questionnaires were used in 2000 to evaluate product innovativeness, product innovation process factors and short‐term market performance; whereas in 2005 long‐term market performance was measured. Findings – The results show that there are considerable differences in the innovation processes of new versus improved products and in the role of process‐related aspects in the short‐ and long‐term market success of these products. Interestingly, taking the current emphasis on market orientation in the F&B industry into account, technology‐related aspects are especially crucial for long‐term market success. Originality/value – The study distinguishes between product development processes of new versus improved products and relates innovation process factors to the success not of the company as a whole but of the specific product that is under development. This is a new approach. Moreover, the success of products is measured not only soon after market launch, but also after several years. It fills an important research gap by investigating success factors of products that have become cash cows of F&B companies.

Amos Gyau; Achim Spiller; Christian Wocken

2011 British Food Journal

doi: 10.1108/00070701111148388

Purpose – The aim of this paper is to determine the relative importance of actual price and behavioural factors for the quality of the business relationship between German dairies and their milk suppliers. Design/methodology/approach – The paper reports the results of field study involving 209 farmers in Lower Saxony and the northern section of North Rhine‐Westphalia regions in northwest Germany. These regions are the most important milk production centres in Germany. Findings – The results indicate that, whereas behavioural factors, specifically relationship management practices and price satisfaction, have a positive influence on the quality of the business relationship between the farmers and the dairies, the actual price levels have no influence. Practical implications – Actual prices paid to the farmers is not the most important factor which influences the quality of their relationship with the dairies but rather behavioural norms such as milk price satisfaction and relational norms. Dairies are advised to enhance price perception through price negotiations and transparency in order to facilitate quality relationship instead of through higher price payment alone. Originality/value – This study is the first to integrate and compare the actual prices and behavioural variables to determine their relative importance and influence on relationship quality.

Rami Paasovaara; Harri T. Luomala

2011 British Food Journal

doi: 10.1108/00070701111148397

Purpose – This paper aims to investigate how differences in message content and in need for cognition influence consumers' sensory evaluation, product attitudes and purchase intentions in terms of spelt porridge and sea buckthorn juice. Design/methodology/approach – Quantitative research methods were used. Four taste experiments were carried out among Finnish female consumers ( n =129). Findings – Health‐related product information had a positive impact on attitude towards and intention to purchase spelt porridge, and safety‐related product information had a positive impact on sensory experience of sea buckthorn juice. In addition, in the examination of the need for cognition effects revealed a tendency indicating that spelt porridge and sea buckthorn juice were experienced more positively among individuals high in need for cognition than among individuals low in need for cognition. Research limitations/implications – The instrument of need for cognition is also applicable to investigating actual behavioural elements such as sensory evaluation. Practical implications – This paper has implications for novel food marketing. Originality/value – The findings advance understanding of the roles of subtle message differences and need for cognition in consumers' food product experiences.

Gaetano Martino; Paolo Polinori

2011 British Food Journal

doi: 10.1108/00070701111148405

Purpose – The aim of this study is to the test the hypothesis that a network involved in the division of labour can contribute to individual skills creation. Design/methodology/approach – This paper is divided into two parts. First, it proposes and examines the fundamental of the hypothesis. In the second part, it reports the results of the investigation designed to test the hypothesis. Findings – The hypothesis that task specification in organisational learning influences skills creation cannot be rejected. The evidence indicates that information on network integration of task specifications engages agents in problem solving and promotes skills creation according to opportunities of interaction in a structured context. Originality/value – This study tests the hypothesis that a network involved in the division of labour can contribute to individual skills creation.

David Pearson; Joanna Henryks; Alex Trott; Philip Jones; Gavin Parker; David Dumaresq; Rob Dyball

2011 British Food Journal

doi: 10.1108/00070701111148414

Purpose – This paper sets out to profile the activities and consumers of a unique and successful local food retail outlet in the UK that is based on weekly community markets. Design/methodology/approach – The seminal literature on local food in the UK is reviewed prior to providing a case study on a local food outlet, the True Food Co‐op. This is followed by the results from a detailed survey of its customers. Findings – The increase in availability of and interest in local food over the last decade has been matched by new research findings. Although there is a consensus on the reasons why people buy local food, there are significant gaps in other areas of one's understanding, such as the lack of a clear definition of what local food is. This is frustrating further developments in the sector. Research limitations/implications – Business development strategies that rely on niche markets, such as local food, in fast‐moving consumer goods categories are enjoying rapid growth. However, there are many difficulties with research in this area that emerge from the multitude of purchases made by numerous people, of various products, and in different places. Practical implications – Innovative community‐based food retail outlets, such as the True Food Co‐op, provide an example of a business model that links consumers and producers in local food networks. As such they contribute to food security by filling a vital role in a diversified, resilient and environmentally friendly food system. Originality/value – The paper publicises recent research findings in the local food sector that have practical implications for policy. In addition, these findings are important for individual businesses in the local food sector which are aiming to develop and secure their position in the marketplace.

Ramona Teuber

2011 British Food Journal

doi: 10.1108/00070701111148423

Purpose – This paper's objective is to investigate consumers' and producers' expectations towards geographical indications (GIs) in a German context, where this certification scheme has not been widely used so far. Design/methodology/approach – Data for the consumer side were obtained by a structured questionnaire. A total of 741 consumers were asked online with respect to their knowledge and expectations towards geographical indications in general and Hessian apple wine in particular. The collected data were analysed by an explorative factor analysis and a binary logit model. Additionally, data for the producer side were collected via an in‐depth interview with one major producer of Hessian apple wine. Findings – The consumer side results indicate that Hessian consumers' awareness and knowledge about GIs is very limited. Moreover, it is found that the quality warranty dimension is not as important as the economic support dimension and perceived authenticity of the product. A hypothetical willingness to pay for protection is mainly driven by consumer perceptions and expectations towards the positive impacts of geographical indications on the local economy. The producer side results highlight that the most important motivation to apply for a protected G1 (PGI) is to secure the established reputation against misuse by competing producers in order to ensure the quality level of Hessian apple wine. Practical implications – The findings indicate that a PGI is by no means a self‐runner. The positive impacts of this certification scheme have to be communicated to consumers in order to be successful. Originality/value – Empirical evidence regarding consumers' knowledge and expectations towards geographical indications in a non‐Mediterranean context is limited. The present paper contributes to the existing literature by providing empirical evidence for a German case study.

David Coley; Mark Howard; Michael Winter

2011 British Food Journal

doi: 10.1108/00070701111148432

Purpose – The purpose of this paper is to test the efficacy of the concept of food miles that has proved so popular with the public as a means of assessing the sustainability of produce. Design/methodology/approach – This paper uses data from a UK major food importer and retailer to correlate carbon emissions from transport, and transport‐related storage, with food miles by creating farm‐specific mode‐weighted emission factors. Findings – The correlation is found to be poor for a wide range of products and locations and it is clear that the mode of transport is as important as the distance, with sourcing from parts of the Mediterranean resulting in emissions greater than those from the Americas. Practical implications – It is concluded that it is difficult to justify the use of food miles when attempting to influence purchasing behaviour. Because of this result, processes and tools have been developed that relay information on true transport‐related carbon emissions to customers and bulk purchasers that allow them to make informed decisions. Originality/value – This paper questions the value of using the concept of food miles as a driving force for changing purchasing behaviour by either the customer or the purchasing department of a retailer.

Peter Jones; David Hillier; Daphne Comfort

2011 British Food Journal

doi: 10.1108/00070701111148441

Purpose – The purpose of this paper is to offer an exploratory case study of how the UK's top ten food retailers are communicating sustainable consumption agendas to their customers within stores. Design/methodology/approach – The paper begins with a discussion of the growing awareness of the role that retailers, and more particularly food retailers, can play in promoting sustainable consumption. This is followed by a short literature review of current thinking on sustainable consumption. Information obtained from two simple “walk through/visual observation and information collection” surveys conducted within the largest store operated by each of the top ten food retailers within the towns of Cheltenham and Gloucester, UK, provided the empirical material for the case study. The paper concludes with some reflections on how sustainable consumption fits into the large food retailers' business models. Findings – The survey revealed that, while the UK's top ten food retailers were providing customers with some information on sustainable consumption, the dominant thrust of marketing communication within stores was designed to encourage consumption. More generally, the paper concludes that, at best, the UK's leading food retailers are pursuing a weak model of sustainable consumption and that their definitions of, and engagement with, sustainable consumption is driven as much by commercial imperatives as by commitments to sustainability. Originality/value – This paper provides an accessible review of the extent to which the UK's leading food retailers are communicating sustainable consumption agendas to their customers within stores and as such it will be of value to academics, practitioners, consumer organisations and policy makers interested in the role retailers can play in promoting sustainable consumption.