The ninth edition of a rural affairs programmes produced by Tyne Tees Television that looks at the future of agricultural and the countryside as it heads towards the new millennium. In this edition presenter Eric Robson looks at the power of the supermarket both with regards regional farmers as well as consumers. On an arable field on the edge of a town or village where, presenter Eric Robson states, town and country meet there is a growing gap in understanding between town and country....

The ninth edition of a rural affairs programmes produced by Tyne Tees Television that looks at the future of agricultural and the countryside as it heads towards the new millennium. In this edition presenter Eric Robson looks at the power of the supermarket both with regards regional farmers as well as consumers. On an arable field on the edge of a town or village where, presenter Eric Robson states, town and country meet there is a growing gap in understanding between town and country. However, one organisation is attempting to bridge this gap and has both the farmer and consumer in its grip: the ‘mighty supermarket’. Title: Farming 2000 In his garden Eric Robson speaks with agriculture journalist Robert Forester who describes the supermarkets as the ‘robber retail barons of the 1990s’. He explains supermarkets have a simple philosophy; ‘provide a service people can’t do without, charge as much as possible for it, and pay as little as possible for the products they buy in’. In an Asda supermarket a woman does her shopping placing a bag of onions into her shopping trolley. Around her displays of apples, oranges and other fruits. Across the whole food industry, explains Mr Forester, food has never been so cheap in real terms and the British public are paying less for it. He dismisses the supermarket argument that the are just responding to consumer pressure because supermarkets have controls over the costs so they can pay less and charge more. In the supermarket a display of various potatoes. Eric uses the potato as an example of an item which farmers are being blamed for reducing consumer choice. Again, Robert Forester counters this argument by stating the supermarket is looking for only attractive products with predictable quality, a monogamous product. It is in fact the farmer who is responding to the retailers demands, the supermarket only wants to put on his shelves those items it wants the consumer to buy. Inside the commercial greenhouse of Cleveland Nurseries on the outskirts of Teesside lines of tomato and cucumber at various stages of growth. Varieties are sorted on a conveyor while workers pick produce that are then packed into boxes in a warehouse and then loaded onto a lorry by fork-lift. Interview with the owner Clem Bezemer who states that the consumer wants the best product he can produce that looks as well as tastes right. They use technology to help with plant breeding specific varieties for best available yield and quality. Eric askes if Clem was worried about getting involved with the ‘multiples’ or supermarkets. They were initially, but in the past 18 months things have gone very well. He talks with Eric about their requirements such as having regular inspections two or three times a years. Clem describes these inspections initially as ‘unnerving’, but while their requirements many seen finicky, they do make sense. Examples are given. Clem is asked why he is specialising in growing only two items: cucumbers and tomatoes. He explains in order to remain competitive. He continues by saying his experience with the ‘multiples’ has been a positive one, they need us as much as we need them. Cattle in a field belonging to Yorkshire farmer John Seymour who has banded together with other livestock producers to from a marketing co-operative to give themselves more clout with the supermarkets who brutally squeeze their margins. John walks though the field past a large bull changing to him being interview by Eric Robson in his office. John talks about the need for farmers to come to an understanding with both supermarkets and the consumer, to bring production closer to consumption. He talks about setting up the co-operative, known as Yorkshire Beef, and creating close relations with the supermarkets and people to buy the products he sells. In another field Northumbrian lamb which the co-operative is marketing to Harrod’s in London. Eric asks how hard it is to deal with supermarkets, extremely John replied. The past 20 years has seen a dramatic change in the meat industry from supplying the local butcher to the supermarket which now sells 60% of all fresh meat. John describes some of the standard and guarantees which he has to give the supermarkets in order for them to buy his product such as how his animals are reared and fed as well as their welfare. He understands this is so the consumer feels happy buying from the supermarket. The problem arises for farmers in that all these guarantees cost more, but the supermarkets are not prepared to pay more. He goes onto explain that currently the consumer doesn’t have a choice in paying more for these guarantees as the supermarkets are not prepared market these products on their shelves. However, he believes many consumers would be happy to pay more if they are made aware of the high standards that are being implemented on farms. In a supermarket a display various cuts of meat in a chiller cabinet, John is asked about the future of the market over the next 50 years. He sees Britain going the way of the United States with supermarkets taking an increasing share of up to 80%. At the checkout inside a supermarket customers bagging up their goods and produce is scanned across the tills. In the fruit and vegetable section interview with Paul Robinson, an ASDA Manager, who says it is in the supermarkets interest to have a good relationship with the farmer and for them not to go bust. He explains it’s not good business to squeeze them too hard. Using the potato as an example, Eric suggests that as it is the supermarket who decides which varieties to sell them rather than the consumer, if it isn’t made available by the supermarket then consumer doesn’t buy it. Mr Robinson replies by saying supermarkets and their buyers are always on the lookout for special purchases that can be sold wholesale from a supplier. He also says that the supermarket would also want to offer a range across consumer budgets. With regards ‘loss leaders’ such as milk Mr Robinson says that supermarkets need to be price competitive with other chains, they would also want to make sure that they wouldn’t be perceived to being expensive. He doesn’t believe the supermarkets have too much power, it’s a competitive market and competition in healthy and supermarkets will only stay in business if we supply what the customer wants. At an early morning wholesale fruit and vegetable market on the Team Valley Trading Estate at Gateshead boxes of produced are unloaded and loaded off and onto lorries by men in folk-lifts. Buyers wonder around the various markets buying produce for their clients. Eric speaks with Brian Moon of N.E. Wholesale Market who explains that it is young people who shop at supermarkets because of its convenience, but his market is the older clientele on limited budget. They traditionally buy from market stalls and corner shops, but these types of consumer are dying out and there is no one in the middle. He has seen an enormous change in the trade over the past twenty years because of the supermarkets, he believes markets like his have lost around £20 million a years. However, the traditional wholesale systems are holding their own against the supermarkets. Back in his garden Robert Forester explains to Eric that supermarkets haven’t grasped the idea that the best possible supplier is a solvent one, they have a ‘thuggish’ culture in their buying department grinding people down until they go out of business before moving onto the next. Eric asks if competition from eastern Europe will help or hinder the British farmer, will the supermarkets move on to buy from them. Robert explains that the supermarkets now have Britain covered, they are going to need to expand into Europe or implode. On being asked what the future looks like for British farmers Robert explains that exporting will save them. If the British consumer doesn’t want to buy their produce, the consumers around the world will. Over the closing credits a woman placing her shopping onto a supermarket check-out and the goods being scanned through the checkout. Credit: Camera David Leeder Sound Ken Davison Electrician John Mason Production Assistant Eileen Young Editor Bernard Helm Researcher Eithne Beggan Director Malcolm Dickinson Producer Bob Farnworth End credit: A Tyne Tees Television Production for ITV © MCMXCV