Exploring the market for speciality cooking oils and 'healthy' bread - Coastal Grain (Case Study)

A number of farmers who belong to Coastal Grains, a farmer controlled grain marketing business in the North East of England, have identified two “value adding” opportunities for their products, but have little experience of consumers and thus whether and in what form their ideas might work.

With both cereals and oilseed rape value is generally added further up the supply chain when the grain is processed in one form or another. But, farmers are just as well placed to identify new ways of adding value and in this case identified a high value rapeseed cooking oil and speciality bread with specific health attributes as
potential new product opportunities.

BUSINESS AREA:
Differentiation