39 - VHS, 'Lord Sieff Interview at M&S headquarters for the Royal Agricultural Show'

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39 - VHS, 'Lord Sieff Interview at M&S headquarters for the Royal Agricultural Show'

Lord Sieff is interviewed by Ann Davis Lord Sieff is asked how much influence the housewife has over what the farmer produces. His simple answer is 'Not enough'. He believes that the farmer is not listening to what the customer wants. He does, however, criticise the retailer for not doing enough and stresses that they should be the 'number one link'. He is then asked how EEC agricultural rules are affecting farmers, who are caught up in the over-production of certain products for financial recompense. He confirms this by citing food mountains and wine lakes as the consequence of the Common Agricultural Policy. The interviewer goes on to consider changing tastes in food consumption, with more high-fibre and less fat becoming fashionable. Lord Sieff's response is that although the sale of dairy products is down, there is still a demand for high-fat food of good quality. He also points out that the British are developing changing tastes for other foods through travel, quoting chicken Kiev and moussaka as examples, alongside the traditional beef dumplings. Asked whether the continent is asking for more British foods, he replies that they are keen on high quality ones such as bread. He recalls a customer in the company's Paris store wanting sliced wholemeal loaves because 'the quality is so good'. The interviewer wonders how quality in foods is maintained. Lord Sieff refers to the example of 'Cold Chain' controls, whereby the sequence: farmer > distributor > store > customer ensures a controlled temperature of food is maintained throughout the process. He stresses that co-operation, not isolation, is the key to success. The interview is followed by footage of quality checking strawberries, footage of packaging for Moussaka, Chicken Kiev and Beef Stew and Dumplings, and by footage of cooking in an M&S kitchen. Running time: 14min 11s

Date: 13 Jun 1985

Reference Number: P10/1/39

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