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Consumers are increasingly discerning about food choices. This research explores the attitudes of Irish consumers to local and artisan food products, and, in particular, if they would consider the supermarket environment as a location of choice for the purchase of these foods. This research applied a quantitative methodology to address the research question. 126,110 supermarket customers were contacted through an Irish supermarket loyalty data base, which resulted in 14,646 completed responses. This rich data allowed the researchers access to the attitude of Ireland’s consumers to speciality local food products, normally absent from the supermarket shelf. 98.8% of respondents would like to be able to purchase local food products in a supermarket, and 76% of respondents expect to pay either less than, or the same price for local food products, as they do for other similar standard foods. This research will be of direct benefit to parties involved with the grocery retail sector in Ireland.

A small seaside tourist town located on the south coast of Ireland, Youghal is a town with a difference. In terms of history, stories, buildings and artefacts, it boasts connections with historical figures such as Sir Walter Raleigh [Mayor (1588-1589)], Richard Boyle, 1st Earl of Cork, Oliver Cromwell, Queen Victoria ('Youghal Lace' for her coronation veil), Tom Thumb1, a town witch and witch trial, Viking and Anglo Normans settlers, Medieval buildings and town walls (1250 AD) that still stand. This research examines the heritage town and its current tourist offering. Empirical data was gathered using in-depth interviews and projective techniques. The qualitative element consisted of interviews with twenty-two key people drawn from local industry, the business community, residents and politicians. Additionally, 71 people were randomly picked to participate in projective techniques. [ABSTRACT FROM AUTHOR]