Isle of Man Local Food Market:

Market Research Results Summary Report

September 2010

Commissioned by:

Isle of Man Government Department of Environment, Food and Agriculture

Report prepared by Heather Smallwood, Chartered Marketing Consultant

HS/09/10 2

Table of Contents: Page:

1. Executive Summary 3

2. Introduction and background 4

3. Research objectives 5

4. Research methodology 5

5. Research findings 6

6. Recommendations 9

7. Appendix 1: Chart Data 11

8. Appendix 2: Questionnaire 22

Report prepared by: Heather Smallwood, Chartered Marketing Consultant, Market Research Project Manager and Agricultural Marketing Society Board Director

Fo Glion, Glen Rushen Rd

Glen Maye

Isle of Man IM5 3BA

Tel: 01624 840333

Mob: 07624 451246

E-mail: hsmallwood@manx.net

This report has been produced for the Isle of Man Government Department of Environment, Food and Agriculture (DEFA) solely for the purpose of reporting the outcomes of the Market Research Study into consumer perceptions of the local food market. It may not be used for any other purpose, reproduced in whole or part, nor passed to any organisation or person without the specific permission in writing of DEFA. Any liability arising out of use by a third party of this document for purposes not wholly

connected with the above shall be the responsibility of that party, who shall indemnify the Isle of

Man Government Department of Environment, Food and Agriculture and Heather Smallwood

against all claims, costs, damages and losses arising out of such use.

© Copyright Isle of Man Government Department of Environment, Food and Agriculture

HS/09/10 3

1. Executive Summary

In 2008, the Agricultural Marketing Society Ltd recognised the importance of understanding our

local food market and customers’ needs and commissioned a piece of market research

(sponsored by the Department of Agriculture, Fisheries and Forestry) to understand the specific

needs of Isle of Man consumers relating to their purchase of locally produced foods. This

benchmark research has now been followed by a further study, commissioned by the

Department of Environment, Food and Agriculture in 2010 to identify changes taking place in the

local food market on the Isle of Man.

The 2010 market research data have also been proven to be statistically robust and consistent

through appropriate sampling and cross-referencing to both the 2008 study and additional

secondary research. The methodology and questionnaire were kept as close to the original

research as possible to maximise reliability and validity of the data.

Our local food industry should be very proud that a very significant proportion (82% in 2010

compared with 75% in 2008) of respondents often buy local food and Isle of Man residents

continue to rate very many local products highly in terms of quality and value for money, despite

economic recessionary changes to consumer buying habits that are widely reported on.

More detailed key elements of the findings are as follows:

Manx milk, meat, eggs, cheese and bread are purchased by over 80% of people.

Quality, price and freshness remain the key drivers for Isle of Man householders when

buying their food generally. Key drivers for buying local food were stated as freshness,

convenience and quality, with price featuring lower in the ranking than food miles.

Specific mentions of food miles and traceability being important when buying food in

general remain low. However, these become more important when buying local Manx

produce.

There were increases in levels of purchases of several categories of Manx produce

82% indicated that they often (62%) or always (20%) buy local produce (75% in 2008).

Most of the Manx products researched are considered to be generally good value for money

This study shows an improvement in ratings of the quality of beer and cheese, but in

particular in seafood and eggs.

Three quarters of respondents find Manx produce easy to identify

Lower prices and wider availability of products are stated as factors that would encourage

people to buy more Manx.

94% respondents check food labels to see where products are produced and grown

A very high number (87%) continue to feel that there should be regulations on what should

be able to be called ‘local Manx’ produce

Fewer people state that they are aware of the ‘I love Manx’ campaign

PDO (Protected Designation of Origin) shows an increase in its effect on purchasing decisions

(3% in 2008 to 14% in 2010), as does the Quality meat logo (47% in 2008 to 63% in 2010)

23% find it important for their food to be organic.

72% continue to feel it is important or very important to buy locally produced meat.

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2. Introduction and background

The Isle of Man Government, advising the way forward for Manx Agriculture, stated a vision that

was “to achieve a reliable, sustainable and self-reliant Manx food chain that profitably produces

a diverse range of products and staple foods to feed the Manx nation …”.

To help achieve the vision, it is suggested that Manx food producers need to develop high value,

innovative and distinctive products that are focussed on the needs of consumers. In 2008, the

Department confirmed its intention to take an active role in helping to demonstrate how the

industry and individuals can adapt their businesses, farms and knowledge to better meet the

challenges and opportunities. The Department was committed to providing support for food

producers to better understand the specific views and needs of the local Isle of Man population.

Consumers are generally seen to have varying levels of concern and desire about health, the

environment and their local economy. In terms of health, consumers increasingly seek out fresh,

quality produce, in which they can invest a level of trust. Additionally, consumers are becoming

increasingly aware of a need to reduce food miles: the distance which produce must travel to

reach the market. There are also concerns over levels of energy use, and for this reason,

products with low levels of energy use, or sustainable sources of energy often have extra appeal.

Whilst much information exists highlighting these general changes in the modern food market,

very little market information was readily available on the specific changing needs of consumers

in the Isle of Man. The lack of information available to Manx food producers about the specific

opportunities which may exist locally makes innovation more difficult and attaches a high level

of risk with making significant business decisions about food production without the availability

of objective facts on where new opportunities may lie and how to take advantage of them.

In 2008, The Agricultural Marketing Society Limited led a market research study, funded by the

Department of Agriculture, Fisheries and Forestry, to understand and quantify the views and

needs of local Isle of Man consumers. It was able to show clearly that Isle of Man householders

buy high levels of a variety of local foods and rate them very well in terms of quality and value

for money. The research was communicated to and used by not only the Government

Department, but also industry organisations to assist them in planning their own activities.

More recently, the economic recession has impacted consumers’ spending patterns and

priorities and the Isle of Man Government itself has been subject to significant cut backs. Many

other factors may well also have affected the views, needs and purchasing patterns of local

consumers. Moreover, the industry itself faces significant short term challenges whilst needing

to become more consumer-led. Any risk of investment by producers will be reduced significantly

by the provision of good quality, valid and reliable local data.

The study carried out in 2008 provided a very useful and informative benchmark but the

changing market requires up-to-date and local data to support decisions being made across the

industry food chain. The study was repeated in the summer of 2010 and followed as closely as

possible the methodology carried out in 2008 to maximise comparability.

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3. Research objectives

Agreement of the objectives for any market research project is key, as these guide the

methodology for the research.

Key objectives to be achieved through the project included identifying changes against

benchmarked data for:

The importance of local, organic, seasonal or other factors affecting purchasing behaviour, such as pricing, across different food groups

The importance of benefits offered by local food for Manx consumers, eg. Low food miles, support local economy, freshness etc

The understanding of food labelling and symbols and any confusion that currently exists across food groups and stakeholder groups

The awareness and impact of the I love Manx campaign and the need for a local label designating origin

Packaging and other production implications for food producers

Identifying additional opportunities for the industry to promote itself locally

Identifying specific opportunities for new product or service development

4. Research methodology

In July 2010, a randomly selected sample of 1500 households were mailed with a target

response rate of 30% to give a target of 500 responses. To mirror the original research, an online

version was also created for inclusion on the Government website.

Total number of questionnaires mailed = 1500

Total number of questionnaires returned = 428

Response rate was 28.5%

5% of responses were generated through the questionnaires posted on the internet and are

included in the total, given that they are unlikely to bias the analysis

Responses have been correlated with the previous 2008 study and a number of independent

reports from the Isle of Man and UK and are regarded as being a sound and representative

view of the general public on the Isle of Man

Summary methodology:

Present findings

Analyse findings /make

recommendations

Collate responses/ input data

Mail out questionn-

aires

Prepare questionn-

aires

Finalise research method-

ology

Agree objectives

and research proposal

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5. Research findings

Results throughout the research can be broken down to a detailed level of subgroups as the data

is held on an individual (but anonymous) level and can be correlated across different question

areas. Organisations wishing to analyse this data further should contact kim.etherton@gov.im .

Classification questions showed the following:

Almost three quarters of the responses were completed by Females (compared with two

thirds in 2008).

The majority of the questionnaires (66%) were filled in by people aged from 31 – 64, with a

slightly higher number of retired people returning questionnaires than the previous study

and than census data would have predicted.

35% of the respondents live in Douglas, showing a slight reduction in this weighting

compared with half the respondents being in Douglas in the previous study, but more in line

with census data

Most respondents came from towns (41%) but there was a higher level of respondents

coming from village (36%) and rural (22%) areas this year.

61% of respondents had 2 adults within the household.

Equal numbers of Manx nationality and other nationalities completed the questionnaire and

it could be seen that nationality appears to have no effect on purchasing patterns when

asked about the frequency of buying local foods.

54% of the respondents were either in full or part-time employment.

The majority of households (52%) have a yearly household income of over £28,000. 9%

respondents did not answer this question compared with just 0.1 % not answering in 2008.

Behavioural questions showed the following:

45% of the respondents spend over £71 on food shopping per week, with a further 29%

claiming to spend between £51 and £70.

Frequency of shopping is high - most people shop more than once a week. Very few shop

once a month.

In 2008, Shoprite, Tesco, Marks & Spencer and Co-op/Spar accounted for 85% of food

purchases. In 2010, this figure is reduced slightly to 83% with some change in the dynamics

amongst these four larger supermarket chains and Tesco having the highest market share

overall (comparable with UK figures of 31% market share in 20091).

Interestingly, those claiming to buy local foods often or always appear to have increased

their buying to a greater extent with Shoprite.

Readymade meals are bought at least sometimes by two thirds of respondents.

Manx milk, meat, eggs, cheese and bread are purchased by over 80% of people.

Increases in levels of purchases of Manx produce were seen by beer, bread, cheese, eggs,

flour, ice-cream, meat, and seafood in the 2010 study compared with 2008 data. Although

1 TNS Worldpanel 2009

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still very high, a slight reduction in the purchase of milk (88% in 2008, 85% in 2010) and

vegetables (77% in 2008, 69% in 2010) can be seen.

82% of respondents indicated that they often or always buy local produce compared with

75% in 2008.

Attitudinal questions showed the following:

Quality, price and freshness remain the key drivers for Isle of Man householders when

buying their food generally. Key drivers for buying local food were stated as freshness,

convenience and quality.

Price, although reduced in mentions in the 2010 study, remains an important factor and was

shown in 2008 to be more than twice as important as indicated in a similar Local Food

Report2 on the UK market.

Specific mentions of food miles and traceability being important when buying food in

general remain much lower than that indicated in the UK Local Food Report1 (1.9% and 0.9%

in the Isle of Man compared with 12% and 18% in the UK). However, these become more

important when buying local Manx produce with 7-8% respondents including these in their

top three reasons for buying.

Freshness, convenience and quality are the most common reasons mentioned for buying

local Manx produce, with price featuring lower in the ranking than food miles.

Most of the Manx products researched are still considered to be generally good value for

money with a slight improvement in rating across most products. Notably, whilst 58% people

rate it as good or very good value for money, there is a slight reduction in the number of

people who mention meat as being poor value for money compared with the previous

study.

This study shows an improvement in ratings of the quality of beer and cheese, but in

particular in seafood and eggs. Although still good, kippers, vegetables and milk saw a slight

decrease in quality ratings.

Three quarters of respondents find Manx produce easy to identify, directly comparable with

the 2008 research.

Lower prices (48% mentions) and wider availability (20%) of products would encourage

people to buy more Manx, directly comparable with the 2008 research.

94% respondents check food labels (compared with 96% in 2008 and approximately 75% in

the UK1). The questionnaire was altered in 2010 to include ‘to see where products are

produced and grown’ to the question ‘Do you check labels?’ to help understand the focus of

this question.

A very high number (87%) still feel that there should be regulations on what should be called

‘local Manx’ produce. The comparable figure in 2008 was 88% and the UK was just 62%1.

Fewer people state that they are aware of the ‘I love Manx’ campaign – 33% compared with

54% in 2008.

PDO (Protected Designation of Origin) shows an increase in its effect on purchasing decisions

(3% in 2008 to 14% in 2010), as does the Quality meat logo (47% in 2008 to 63% in 2010)

23% find it important for their food to be organic.

2 Local Food Report, Food Standards Agency, March 2007

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15% continue to state that they would choose to buy organic over locally produced

products.

A new question was added in 2010 to ask ‘Given the choice, would you prefer to buy organic

produce over local Manx produce?’ Responses to this were:

o Local organic 43%

o Local non-organic 24%

o Neither 28%

72% continue to feel it is important or very important to buy locally produced meat. Twice

as many people feel it is very important (35%) compared with 17% in the earlier UK study1.

Even fewer people state they are unlikely to use online food services than in 2008 - shoppers

want to see the product and nearly 24% claim not to have the internet or a computer.

A further additional question was added to the questionnaire: ‘What local food products or

services, if any, would you like to see that are not currently available?’ There were relatively

few answers to this, spread over range of suggestions, including vegetables, chicken,

organic, farmers’ markets, and variety. This suggests a lack of awareness of what may

already be available.

The best way to keep the public informed in the future continues to be by local press, radio

and supermarket leaflets.

Further comments included mentions such as ‘too expensive, more variety, labelling’.

There were very few respondents (5%) via the online route this year compared with some

10% of total respondents in 2008. This may have been due to technical issues, but the

deadline for submission was extended to take account of this.

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6. Recommendations

Despite the economic recession, there is considerable momentum behind local food

purchasing and the profile of local foods should be maintained wherever possible

The detailed information contained in this report and in the tabulated data should be

communicated to interested members of the food industry as further analysis at a product

level may inform decision making and may allow use of some of the data in promotional

messages.

Much profile detail is available in the data to facilitate targeting of promotional activities -

demographics and income and food expenditure statistics in particular

Evidence has been strong for some time now for the development of a ‘certification label’ to

help consumers know the Manx origin of foods. This should be considered as a priority

Price continues to be important in the purchasing decision for food but factors such as

freshness, convenience and quality should be highlighted in communications approaches as

these are emphasized more in the stated reasons for buying Manx produce. This means that

producers should showcase their products in a way that particularly appeals to local food

consumers and should attempt to add value wherever possible.

Given that two thirds of people claim to buy ready meals, this would be an area for local

food producers to add value

There is also an opportunity to further educate the consumer about local food choices at a

broader level, including provenance, convenience and local food economy to help support

individual product messages around quality etc

The question on the best way to keep people informed of information about local food will

be of some use for targeting of promotional activities also, with radio, press, supermarkets

and shows still scoring the higher responses. This suggests that producers should use every

PR opportunity possible by contacting our radio stations and writing articles for local

newspapers and magazines to generate interest in their products and services

The more information provided to consumers, the better as customers generally love signs

and explanations but particularly as Isle of Man consumers are such high readers of labels. A

brochure or recipe cards would be helpful

The most frequently mentioned additional comments towards the end of the questionnaire

relate to variety – this should be seen as encouragement for those intending to launch new

products but also offers an opportunity to promote the range of local produce available.

Suggestions of products that respondents would like to see were primarily vegetables, with

several mentions of chicken, organic, farmers’ markets, variety, fish and so on. These are

already available but suggest that messages on availability are not reaching householders.

Producers may often fear direct competition, but, given that Isle of man consumers are

looking for wider availability and choice, additional products/provider may be seen as good

and may help to generate awareness and business

Farmers’ markets have not grown significantly as a mentioned outlet for buying food

shopping – around 5% people say they buy food at farmers’ markets. There is an opportunity

to engage through market research with a wider range of consumers and understand their

preferences and reasons for not using this form of outlet

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The influence of the I Love Manx logo was much reduced compared with the previous study,

suggesting a lower general awareness – this is still a potentially valuable vehicle for

disseminating messages regarding local foods despite this reduction in awareness

Whilst this food survey was carried out amongst Isle of Man households, it should also be

borne in mind that local foods are an importance aspect of the visitor experience to the Isle

of Man and should continue to be prioritised particularly through the catering and

hospitality sectors

Local bread continues to be rated less well than many other local products in terms of value

for money and quality in this year’s research as well as the previous study. It is

recommended that further work is done to understand the reasons for these consumer

perceptions

Vegetables also score less well in this years’ research and it is recommended that suppliers

consider how they can improve consumers’ perceptions of these

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7. Appendix 1: Chart Data

26.17%

73.36%

0.47%

Q1. Are you?

Male

Female

Didn't answer

5.61%

31.07%33.64%

29.21%

0.47%

30 and under 31 - 49 50 - 64 65+ Didn't answer

Q2. How old are you?

Douglas

North

South

West

Central

Didn't answer

35.28%

24.53%

21.73%

12.85%

5.14%

0.47%

Q3. Which region of the Isle of Man do you live in?

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41.36%

35.51%

22.20%

1.00%

Q4. What type of area do you live in?

Town

Village

Rural

Didn't answer

22.72%

60.62%

10.77%5.85%

1 2 3 4 or more

Q5. How many people do you buy for in your household?

Adults

50.6%48.9%

0.5%

Q6. What is your nationality?

Manx

Other

Didn't answer

HS/09/10 13

36.9%

17.5%

1.9%

35.3%

8.4%

Work full-time

Work part-time

Unemployed

Retired

Other

Q7. What is your employment status?

8.9%

16.4%

29.0%

44.9%

0.9%

Q8. How much would you say you spend on food per week in your household?

Less than £39

£39 - £50

£51 - £70

£71 +

Didn't answer

More than once a week

Once a week Once a fortnight

Once a month Didn't answer

56.8%

37.1%

4.9%0.5% 0.7%

Q9. How often do you go food shopping?

HS/09/10 14

Tesco Marks and Spencer

Shoprite Online Co-op / Spar

Specialist retail

outlets

Farmers' market

Smaller grocery shops

Didn't answer

Q10. Where do you do your food shopping?

11%

23%

7%

2%18%

18%

2%

1%4%

0%11%

3%

Q11. Most important factors when buying food.

Convenience

Quality

Health

Organic

Price

Fresh

Food miles

Traceability

Animal welfare

Farm assurance

31.7%

56.1%

5.6%

0.9%

5.6%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Never

Sometimes

Often

Always

Didn't answer

Q12. How often do you buy/eat readymade meals?

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Q13. Which local Manx produce do you purchase?

No

Yes

0.0%

15.7%

61.7%

20.4%

2.1%

Q14. How often do you purchase local food?

Never

Sometimes

Oftem

Always

N?A

18.9%17.3%

3.6% 2.1%

7.7%

26.1%

8.5%6.8%

4.6% 4.5%

Q15. What are your three main reasons for purchasing Manx?

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0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Q16. Rate the following Manx produce in terms of value for money.

Don't know

Very poor

Poor

Fair

Good

Very good

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

Q17. Rate the quality of these Manx products

Don't know

Very poor

Poor

Fair

Good

Very good

HS/09/10 17

Yes

No

Didn't answer

78.5%

18.0%

3.5%

Q18. Do you find it easy to identify local Manx produce?

4.4%

35.7%

30.1%28.0%

1.6%

Never Sometimes Often Always Didn't answer

Q20. Do you check food labels to see where products are produced and grown?

87.1%

9.3%

3.5%

Q21. Do you feel there should be regulations n what is allowed to be called 'Manx'?

Yes

No

Didn't answer

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Completely unaware

Somewhat unaware

Somewhat aware

Completely aware

Didn't answer

Q22. Are you aware of the 'I Love Manx' campaign?

13.9%

61.2% 62.6%

20.5% 19.5%39.1% 33.4%

11.8%

PDO Three legs of Mann

Quality meat

Farm assured

Organic standard -

soil association

Fairtrade I Love Manx None of these

Q23. Which of the logos have had or would have an effect on whether you purchase a

product?

5.37%17.52%

43.93%

17.06% 14.95%1.17%

Very important Important Neither important nor unimportant

Not important Not at all important

Didn't answer

Q24. How important to you is it that your food is organic?

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15.2%

83.4%

1.4%

Q25. Given the choice, would you prefer to buy organic produce over Local Manx

produce?

Yes

No

Didn't answer

Local organic produce

Local non-organic produce

Neither

Didn't answer

Q26. Given the choice, would you prefer to buy...?

34.8% 36.4%

18.0%

5.1% 3.0% 2.6%

Very important Important Neither important nor unimportant

Not important Not at all important

Didn't answer

Q27. How important is it that any meat you buy is locally produced?

HS/09/10 20

Q30. What local food products or services, if any, would you like to see that are not currently available?

Asparagus 2

Availability 3

Biscuits 2

Box scheme 1

Chicken 9

Choice 3

Farmers markets 7

Fish 5

Fruit 4

Home delivery 3

Lentils 1

Organic 8

Porridge 1

Readymade 3

Vegetables 14

UHT milk 2

Variety 7

Yoghurt 2

20.6%

46.7%

22.0%

5.1%2.3% 3.3%

Very important Important Neither important nor unimportant

Not important Not at all important

Didn't answer

Q28. How important is price when it comes to purchasing meat?

6.6%

16.6%

35.4%

38.9%

2.6%

Q29. How likely are you to use online services to order Manx food and other

local produce?

Very likely

Likely

Unlikely

Very unlikely

Didn't answer

HS/09/10 21

Q33. Any further comments?

Waste of time 2

Asda 1

Too expensive 21

Thanks for the questionnaire 2

Support local 5

Good quality 3

More variety 14

Labelling 9

Is 'Manx' actually manx? 7

Farmers' market 6

Poor quality 5

Availability 5

Other 23

Further examples of comments are available on request (kim.etherton@gov.im )

15.9%

22.4%

32.2%

20.3%

9.1%

£0 - £15,000 £15,001 - £28,000 £28,001 - £55,000 £55,001 + Didn't answer

Q31. Average Household Income

7%

23%

37%0%

19%

14%

Q32. What in your opinion, is the best way to keep people on the Isle of Man informed of

information about local food?

Website

Radio

Local press

Public meetings

Supermarket leaflets

Shows/ markets

HS/09/10 22

8. Appendix 2: Local Isle of Man Food Market Questionnaire 2010

We would be grateful if you would take some time to complete this questionnaire which has

been designed to help us understand the important factors affecting consumer’s choice of

food products here on the Isle of Man.

If possible, this questionnaire should be completed by the adult in your household

responsible for buying food and returned by the 18th August 2010 in the PREPAID envelope

provided.

1. Are you?

Male Female

2. How old are you?

30 and under 50 - 64

31 – 49 65 +

3. Which region of the Isle of Man do you live in?

Douglas South Central

North West

4. What type of area do you live in?

Town Village Rural

5. How many people do you buy food for in your household?

Adults: 1 2 3 4 or more

Children: 1 2 3 4 or more

6. What is your nationality?

Manx Other

HS/09/10 23

7. What is your employment status?

Work full-time Unemployed Other

Work part-time Retired

8. How much would you say you spend on food per week in your household?

Less than £39 £51 - £70

£39 – £50 £71 +

9. How often do you go food shopping?

More than once a week Once a fortnight

Once a week Once a month

10. Where do you do your food shopping? (Tick up to three boxes)

Tesco Specialist Retail outlets

Marks and Spencer Farmers’ market

Shoprite Smaller grocery shops

Online Other

Co-op / Spar Please specify _ _ _ _ _ _ _ _ _ _

11. Please select three of the following factors which are the most important to you when

buying food. (Rank from 1 to 3, with 1 being the most important)

Convenience Price Animal welfare

Quality Fresh Farm assurance

Health Food miles Local

Organic Traceability

12. How often do you buy/eat readymade meals per week?

Never Sometimes Often Always

13. Which local Manx produce do you purchase, if any? (If necessary, tick multiple)

Beer Flour Seafood

Bread Ice Cream Kippers

HS/09/10 24

Cheese Meat Vegetables

Eggs Milk Other

Please specify _ _ _ _ _ _ _ _ _ _

14. Other than milk, how often do you purchase local Manx produce?

Never Sometimes Often Always

15. If you buy local Manx produce, what are your main three reasons for doing this? (Rank

from 1 to 3, with 1 being the most important)

Convenience Price Animal welfare

Quality Fresh Farm assurance

Health Food miles

Organic Traceability

16. How would you rate the following Manx produce in terms of value for money?

Very good Good Fair Poor Very poor Don’t know

Beer

Bread

Cheese

Eggs

Flour

Ice Cream

Meat

Milk

Seafood

Kippers

Vegetables

17. How would you rate the quality of these Manx products?

Very good Good Fair Poor Very poor Don’t know

HS/09/10 25

Beer

Bread

Cheese

Eggs

Flour

Ice Cream

Meat

Milk

Seafood

Kippers

Vegetables

18. Do you find it easy to identify local Manx produce?

Yes No

19. What, if anything would encourage you to buy more local Manx produce?

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

20. Do you check food labels to see where products are produced and grown?

Never Sometimes Often Always

21. Do you feel there should be regulations on what is allowed to be called ‘local Manx’

produce?

Yes No

22. Are you aware of the ‘I Love Manx’ campaign?

Completely Somewhat Somewhat Completely

unaware unaware aware ` aware

23. Which of the following labels, if any, have had or would have an effect on whether you

purchase a food product? (If necessary, tick multiple)

HS/09/10 26

PDO (Protected Designation of Origin) Organic Soil Association

Three legs of Mann Fairtrade

Isle of Man Meat Quality Mark I love Manx

Manx to the Max None of these

24. How important to you is it that your food is organic?

Very Important Neither important Not Not at all

important nor unimportant important important

25. Given the choice, would you prefer to buy organic produce over local Manx produce?

Yes No

26. Given the choice, would you prefer to buy local organic or local non-organic produce?

Local organic produce Local non-organic produce Neither

27. How important is it that any meat you buy is locally produced?

Very Important Neither important Not Not at all

important nor unimportant important important

28. How important is price when it comes to you purchasing meat?

Very Important Neither important Not Not at all

important nor unimportant important important

29. How likely are you to use services to order Manx food and other local products online?

HS/09/10 27

Very likely Likely Unlikely Very unlikely

Why do you say that?

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

30. What local food products or services, if any, would you like to see that are not currently

available on the Isle of Man?

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

31. Please indicate your average yearly household income.

£0 – £15,000 £28,001 – £55,000

£15,001 – £28,000 £55,001 +

32. What, in your opinion, is the best way to keep people on the Isle of Man informed of

information about local food?

Website Local press Supermarket leaflets

Radio Public meetings Shows / markets

Other Please state _ _ _ _ _ _ _ _ _ _

33. Please write any further comments you may have in this box.

Thank you for taking the time to complete this questionnaire