NEW RESEARCH TO TAKE DEEP DIVE INTO THE U.K. MARKET

Proper British beans on toast,
what else might the U.K. market hold for U.S. dry beans?

USDBC has contracted with LOTUS, a UK-based public relations firm to conduct an in-depth assessment of opportunities and challenges in the U.K. marketplace for U.S. dry beans. To date, USDBC’s market promotion programs in the U.K. have included an annual trade mission to visit key buyers and contacts and the LegumeChef program focused heavily on social media. These have all been run out of USDBC’s European office in Brussels. Market conditions have changed significantly in the U.K. since Brexit and interest in vegan, vegetarian, and plant-based foods has exploded. The U.K. has always been a top export destination within Europe for exports of U.S. dry beans but we have lost market share recently. USDBC feels the time is right to invest in a stronger U.K. presence. In order to ensure that both human and financial resources are positioned appropriately, we will start with this critical market assessment activity in 2022 in order to create a new program in 2023.

LOTUS has three areas of expertise – travel, food, and drink, focusing on “multi-channel public relations and marketing to stimulate business growth and propel clients to the forefront of audience’s minds.” Their expertise relies on insight to launch, position, reposition and redefine travel, tourism, and food brands. LOTUS understands the needs of agricultural trade associations having worked with Alaska Seafood Marketing, Oregon Wine, and other USDA-affiliated clients. This project has just gotten underway and we anticipate a market positioning document for dry beans in the UK marketplace by the end of January 2023.