1. Introduction
The Tenant Farmers Association (TFA) and The National Beef Association (NBA) commissioned a review of the marketplace to provide strategic direction for the farming industry. Aims of this report The purpose of this report is to provide a marketing strategy to help the British farming industry to become market focused. However, this must be delivered for the long-term benefit of the consumer. Therefore, the following principles were agreed as a framework: 1. The consumer should have the freedom to choose where to shop and what to buy .

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A thriving mix of food purchasing outlets (eg. local shops, farm shops, farmers markets and supermarkets) should be able to coexist. One route should never dominate the market to the detriment of all others. The consumer should have access to a wide variety of suppliers (smaller to larger producers) and types of food production (free range, organic to conventional). The diversity and quality of food should be maintained and increased.

2. The consumer should be able to make informed decisions on his/her food purchases.  The consumer should be able to identify where the food has come from and who has produced it.  The consumer should be able to recognise the value of the produce they are buying in terms of health, animal welfare standards and impact on the environment. 3. Britain should become a leading nation in terms of food culture and farmed produce.  British farmers should be encouraged to add distinctiveness and additional consumer benefits to their produce.  The value of the food and farming industry should be recognised both economically and culturally.

In summary, the marketing strategy starts from the consumer down and not production up.

2. Executive Summary
 Food is big business. Food production, manufacturing and retailing is the biggest industry in the world. UK consumers spent 133