Consumer Research Available to Farmers in Scotland: Sources and Dissemination
APPENDIX 25
McIntosh Donald -www.gcfg.com
Overview
McIntosh Donald is part of the Grampian Country Food Group (GCFG). GCFG now operates at 43 principle locations employing 21,000 people in the UK, Thailand and Germany. It is the UK's leading privately owned agri-food business, producing fresh and frozen chicken, pork, beef and lamb products for the retail, wholesale and food service sectors.
McIntosh Donald was acquired in 1994 and is a key part of GCFG's red meat operation. Through its producer group it is a major supplier of Scotch Beef to Tesco.
Market Research
McIntosh Donald acquires its Consumer Research from the Meat and Livestock Commission (MLC) Economics unit, the Tesco EPOS system, and other organisations such as the Institute of Grocery Distribution (IGD). The company believes this is the most efficient and cost-effective way of gathering the necessary Consumer Information it needs. The MLC provides regular data and an analysis service across a range of outputs from leading research organisations, including Taylor Nelson Sofres (TNS) and Super Panel. The IGD reports would also be used to reinforce the company personnel's market knowledge of developments in emerging opportunities, such as in catering, snacking, and organic meat.
As part of the overall process, the company undertakes its own store visits and discusses consumer issues and feedback with the retail staff.
At present the parent company, GCFG, receives consumer information directly from some research organisations such as TNS, particularly for the poultry business. GCFG may consider extending this information in order to be used by the other sector companies, but it will then require an element of analysis.
Dissemination of Research Findings
The research findings are used internally for McIntosh Donald's planning, marketing and promotional activity. They will also use this information to inform farmers and suppliers of changing market developments, potential opportunities and any emerging consumer concerns.
Use of Research
McIntosh Donald uses the data available to them for their own market and consumer analysis, promotional planning, and providing its suppliers and stakeholders with the information they require to respond to market demands.