Video is a window on the truth about provenance. Sainsbury’s use video well to promote their supply chain.
Used by scrupulous vendors it can show how food is produced, where it comes from and why we, the customer, should buy it from retailers with proper checks and balances in their food supply chain.
Because to be frank, in the not too distant past, when the spotlight shone into corners of the UK and European meat trade, it found some very nasty goings on.
Restoring the validity of good practice in food markets must now be a priority for retailers.
And what’s more they should want us to see them doing just that
The consumer needs to know that our food is healthy and verifiable. From field to fork, with subliminal messages about fresh local produce tasting better, the subject makes fine fare for film makers, and in the right hands can persuade an awful lot of waverers that the grocery trade is in safe hands.