Industry needs to win over its consumers

There are a number of very disgruntled individuals in the food and drink industry and in new product development. These people feel their voices have become lost, overlooked by consumers who favour celebrity chefs.

So why is it that the celebrity chefs have become the voice of the food and drink industry? I think there are probably two main reasons. First, celebrity chefs are seen to live and breathe food and drink on a daily basis and give the impression that it is an all-consuming passion. This is appealing to consumers because food is emotive and they enjoy seeing such passion.

Secondly, I also think there is a vacuum of 'consumer-facing people' in our industry. This needs addressing. We need people who really know what they are talking about to plug the knowledge gap.

The problem is that for many years we have instead had so-called 'experts' who have argued over everything, it seems. This has not gone down well in the eyes of the consumer, as these experts have often served contradictory information. Meanwhile, the government does little to help, as it frequently merely seems to respond to prejudices from consumers and the media.

However, the disgruntled 'experts' have now started to point the finger of blame at celebrity chefs. They accuse them of campaigning on issues, about which they have no expertise such as animal welfare and health. In my view, celebrities should only engage in debate in those areas in which they have knowledge.

Unfortunately, it may already be too late to redress the balance. Many consumers are already on the side of the celebrities who voice opinions often based on very little common sense.

Perhaps the industry needs to promote itself as being the home of straight talking, passionate, yet competent people. I would drink to that!

Mark Rigby is senior business development chef for Premier Foods​

mark.rigby@premierfoods.co.uk​