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  Putting shopper insight into the hands of small food and drink producers.



Case Studies

Our case studies highlight how shopper insight reports from The Who Buys My Food project have allowed small food and drink producers to make evidence based business and marketing decisions in their business. See below how the project has helped a range of food and drink SMEs across the United Kingdom and Northern Ireland. 


Doherty's Meats

This case study highlights how insight can be used to identify key shoppers and stores in order to target effectively and compete as a family business against large brands in the competitive retail landscape. 

Dingley Dell

This case study highlights how a small local sausage producer in Suffolk has become an international supplier of exclusive pork products, to top end restaurants and food service companies.

Hillfarm Oils

This case study highlights how essential business listings with key retail customers can be retained and maximised by using cost-effective and innovative alternatives to price promotions. 

Miles Tea

This case study highlights the success of regional campaigns and how promotional activities alongside partnerships with retailers and local bodies can raise awareness of local brands and boost sales through in-store events, voucher activity and sampling.

Provenance Salads

This case study highlights how in 2009, shopper insight revealed potential within the Northern Ireland supermarket sector for a luxury, locally produced, wet salad product. Provenance Salads embarked on the challenge of meeting the untapped demand and launched a new product range that has helped them to grow their business substantially, with regular use of shopper insight supporting key marketing decisions at critical times.   

Rymer Farm

This case study highlights how shopper insight prompted a local free-range egg producer to experiment with costeffective promotions and social media, targeting shoppers where it matters most, at the point of purchase. 

Shaws of Huddersfield

This case study highlights the importance of shopper insight and its ability to inform businesses of key performance indicators crucial to their success in supermarkets. In this case study we highlight how insight has helped to turn around the performance of Shaws of Huddersfield, from a business with below average key measures to a business with now above average performance, thanks to successful sampling events.

Tasty Foods Cuisine

This case study highlights how Tasty Foods Cuisine, a Northern Irish Food supplier, has used shopper insight to support its marketing decision-making. Through new product development (NPD) and the adaptation of existing lines, Tasty Foods continues to grow as it meets the needs of its ever-expanding customer base.

Thistly Cross

This case study highlights the role that shopper insight has played in supporting the success of a business established just nine years ago, which has grown from an artisanal cider producer selling at farmers’ markets to a commercial business with listings in the UKs largest grocery retailers as well as pubs and bars throughout the UK. 

Tideford Organics

This case study highlights how an improved understanding of key shopper metrics enabled Tideford Organics to target a new generation of shoppers and increase customer loyalty through improved distribution and targeted promotions.