This week producer Claire went to see professor of value chain management Andrew Fearne at the University of East Anglia (UEA). Having heard him do a great talk at the Norfolk Farming Conference (NFC), she went to learn more about what a value chain is compared to a supply chain. Claire tried to find out what Professor Fearne would do if he was a Norfolk farmer growing the typical crops of this area - wheat, barley, sugar beet etc. and was interested by his answer of being more proactive and growing a highly tailored crop. At the NFC many people were talking about his speech afterwards and the apparent revelation that price was far more important that provenance. As Prof. Fearne explains, it's important not to see the consumer as an homogeneous mass and start targeting your crop to your market. The market report for week commencing 4th March 2019 brings you Andrew's latest insights. In Farmchat, which we sometimes call banter but this week is more ranter, we hear from Victor Meldrew - sorry, Andrew Dewing who tells Ben Shadla-Hall about a particularly frustrating visit to the barbers as they sample Well's Banana Bread Beer.  Thanks to our sponsors this week:  Crush Foods - oils, dressing and granola. Local, healthly, delicious. www.crush-foods.com The Dewing Grain Podcast is co-produced by www.eastcoastdesignstudio.co.uk and www.tinshedproductions.co.uk Dewing Grain - Independent grain trader for Norfolk & Suffolk 01263 731550 - www.dewinggrain.co.uk

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