The food and drink cluster in the region is strong by the very nature of its diversity of produce and centrality to the population. Food and drink manufacturing (excluding agriculture) employs 58,000 people with a value of around £6 billion per annum.
The West Midlands has a wide range of regional produce with particular strengths in red meat, bakery and confectionery, fruit and vegetables, breweries and drinks, ethnic foods, dairy, food technology and machinery.
There is also a high concentration of food engineering businesses, and internationally recognised university expertise such as Harper Adams, University College Birmingham (previously Birmingham College of Food) and University of Birmingham. The region’s central location makes it ideal for food distribution.
Achievements
The West Midlands Food Partnership ensures that food and drink businesses have access to the right level of support at the right time, helping the added value food sector to grow at 9% pa (DEFRA 2007). The Partnership has supported:
• New product development grants to encourage innovation.
• Trade Development through Heart of England Fine Foods who worked with Mack Multiples and Sainsbury’s to tour the region with a mobile tasting unit promoting regional food and drink. The promotion led to an increase in sales of between 110% and 300%.
• Resource Efficiency Clubs have delivered £500,000 of savings shared between 30 companies.
• Bite Sized Skills has helped to increase the knowledge in key business areas such as demand planning and food relevant legislation.
• V Machines and S Bars have created an innovative distribution system for regional producers to supply schools and hospitals with healthier snacking options.
• The Insights Service has provided access to key market and technical information, enabling West Midlands businesses to respond to fast changing consumer tastes.
Target Markets 2008 - 11
The cluster has chosen to focus on two main markets:
• Low Carbon: as global warming and an increase in the growth of bio-fuels lead to markets becoming more unstable and more robust, new crops to the UK will emerge and reliance on UK produced food and drink will increase.
• Healthier options: as pressure is put on the sector to respond to Government obesity targets, innovation will follow to remove trans-fats, salt and sugar from processed food. The trend for nutritionally enhanced foods will also continue as consumers aim for healthier lifestyles
This will be delivered through:
• The continuation of the West Midlands Food Partnership to provide information to food and drink businesses on markets, to support supply chain development and to improve the knowledge and understanding of the key drivers to better access markets.
• A Regional Food Academy to improve the knowledge and skills of the sector, as well as providing a focus for technical support.
• Provision of food-ready incubator support across the region.