Farmers' Markets
Background
The Rural White Paper published in 2000 supports the development of farmers’ markets. It proposes a national priority to double the number of farmers’ markets to achieve a target of 400. This builds on local authorities’ responsibility for the promotion of well-being set out in the Local Government Act 2000. Farmers’ markets provide a bridge between rural and urban areas and can support a series of policy issues at a local level.
The number of farmers’ markets to date exceeds the target stated in the Rural White Paper. Farmers’ markets have already made a significant contribution to farm income support and the conservation of the rural way of life. Farmers’ markets are often set up for objectives such as Town Centre regeneration or Local Agenda 21.
The "Sustainable Farmers’ Market Developing Good Practice" guide produced by the Local Government Association (LGA), states that whilst the above objectives are often the motivation for some initial pump-priming funding, it is unlikely that many farmers’ markets can be entirely self-sustaining. Setting income generation targets for the farmers’ market by the local authority – over and above meeting direct costs – is not considered to be a realistic objective even when the farmers’ market has become fully established as a thriving and regular event. This document hopes to identify case studies where sustainability has been achieved and to share that information.
What is a Farmers’ Market?
Information taken from LGA Sustainable Farmers’ Market Developing Good Practice Guide:
A farmers’ market is one at which farmers; growers; or producers from a defined local area are present in person to sell their own produce, direct to the public. All products sold should have been grown, reared, caught, brewed, pickled, baked, smoked or processed by the stallholder.
This means fresher food, a better understanding between producer and consumer, high quality produce at an affordable price, and a fairer income for producers. Farmers’ markets promote a more sustainable society by reducing ‘food miles’ assist in the sale and marketing of food produced to high environmental and welfare standards and reconnect consumers with the farming community that surrounds and serves them. They also directly support the local economy.
No bought-in produce is allowed, so customers can ask how a product has been raised, grown or made. Produce will vary according to the season and the type of produce traditionally found in different parts of the country. In short, a farmers’ market is a high profile shop window for local produce.
Benefits
Producers
- They cut out the middleman allowing increased financial returns.
- They provide the producer with direct customer feedback on produce and prices.
- As transport and packing requirements are less this reduces the producers’ costs.
Consumers
- They provide direct contact between consumers and producers, consumers are able to get information on how the vegetables are grown and meat produced.
- Help to improve diet and nutrition by providing access to fresh food.
- Cheaper produce.
The Environment
- They help to reduce food miles, thus vehicle pollution, noise and fossil fuel use and they encourage farm diversification and hence bio-diversity.
The Community and Local Economy
- They bring life into towns and cities aiding regeneration.
- They attract business to retailers in the vicinity.
- They stimulate local economic development by increasing employment, encouraging consumers to support local business, and thus keep money within the local community.
Price Comparison Survey
A survey commissioned by the South West Local Food Partnership has shown that food sold at farmers’ markets is good value for money. Four farmers’ markets and a home delivery service were selected and prices compared to products of a similar quality in the local supermarket. The towns selected were Wincanton, Kingsbridge, Crediton, Glastonbury and Stroud.
Where equivalent produce could be found the products sold at the farmers’ market were better value, and on average 30 to 40% cheaper than those in supermarkets.
Shoppers go to farmers’ markets because they want good quality, fresh, local produce that is good value. They also want to support local producers and businesses. Farmers’ markets offer all this and the equivalent is rarely available in the supermarket.
Case Studies
Each of the case studies, listed below, have information attached in the form of downloads which would be helpful to authorities in setting up and running successful markets.
Once farmers markets have been started, through local authority partnerships, those involved have identified the need for farmers markets to be self-sustaining so that local authorities do not need to subsidise them. Three of this websites’ case studies highlight options to achieve sustainability (further information is available in the respective case studies):
- Stafford Borough Council keep the rent of the stalls low but intend to increase the number of farmers’ markets.
- Wrexham County Borough Council have a higher rent but this covers all the costs involved.
- Hampshire County Council worked with Business Link to set up a stallholder led company, Hampshire Farmers’ Markets Ltd. which now run the county’s markets.
Urban Farmers' Market Toolkit for Wales
The Urban Farmers' Market Toolkit was produced by Riverside Community Market Association (RCMA) to help others in urban areas to set up and run successful farmers' markets. It was commissioned and funded by FARMA and the WDA. The research and report uses Riverside (Cardiff) and Newport Farmers' Markets as case studies. RCMA also act as consutant advisors to groups/local authorities wishing to set up farmers' markets. The toolkit can be downloaded from the Retail section of the Food Vision website: http://www.foodvision.gov.uk/pages/retail
National Association of Farmers’ Markets
The National Association of Farmers’ Markets (NAFM) was established to protect and promote the concept of a farmers’ market as a venue exclusively reserved for farmers, growers, bakers and brewers to sell their own food to the public. To do this, NAFM (with the support of DEFRA) have developed a certification scheme for farmers’ markets. Certification is seen as fundamental to the continued growth and development of the movement as it protects the benefits of farmers’ markets. Certification also encompasses consumer protection by proactively linking Certified markets with Environmental Health and Trading Standards enforcement officers.
The aims of the National Association of Farmers' Markets are:
- To promote farmers’ markets and assist in the formation of new ones
- To support existing farmers’ markets and enable them to expand and remain self-sustaining.
- To define and accredit the farmers’ market concept and grant accreditation only to those markets which conform to the agreed criteria (link to criteria area 4).
- To represent the interests of farmers’ markets to local and national government.
- To draw on the support of the range of national agencies which support farmers’ markets and develop their involvement.
For more information about certification visit the National Association of Farmers’ Markets website: http://www.farmersmarkets.net
Useful Links
- National Farmers' Retail & Markets Association (FARMA)http://www.farma.org.uk/
FARMA is the result of the merger between the Farm Retail Association and the National Association of Farmers' Markets in 2003. FARMA works throughout the UK representing direct sales to customers through farm shops, Pick-Your-Own, farmers' markets, home delivery, on-farm catering, and farm entertainment.
- London Farmers’ Markets http://www.lfm.org.uk
London Farmers' Markets is a small company that exists to provide Londoners with fresh local food, and to provide farmers with a good return for their work. They manage every aspect of the markets from their conception to the daily running. Their aims are to increase farm incomes, and promote local and seasonal foods. They encourage sustainable agriculture, traditional animal breeds and heritage fruit and vegetable varieties and reduce the gap between rural and urban communities. They provide advice to farmers about what to grow, how to grow it, and how to market local produce.
- Buy Fresh, Buy Local http://www.buylocalfood.co.uk
This website promotes local farmers, producers and suppliers, food events and farmers’ markets in the South East of England. The site provides useful information to improve access, sustainability and availability for the surrounding community and also reduces food miles.
Useful Publications
- Sustainable Farmers Markets – Developing Good Practice. Produced by the Local Government Association and can be ordered directly from the LGA web site: http://www.lga.gov.uk
This guide seeks to identify the particular characteristics of farmers’ markets, setting out their benefits and why local government should view them as a particular activity worthy of support. The guide shows that the concept is still evolving and that no single model has yet emerged but some basic principles are clear as set out in the criteria promoted by National Association of Farmers’ Markets (NAFM).
- Food Standards Agency – http://www.food.gov.uk/news/newsarchive/2005/...
The FSA have published a guide to help market traders and organisers meet food safety requirements. As the new food hygiene regulations come into force in January 2006, the guide will be revised and labelling guidance will also be inserted.
- 2000 Farmers’ Market Business Survey. National Farmers’ Union (Spring 2000)
- The Economic Benefits of Farmers’ Markets. Friends of the Earth – Simon Bullock (2000)
- Farmers’ Markets in the South East of England. Countryside Agency 2001. Research by Land Use Consultants and Foundation for Local Food Initiatives
- Rural White Paper Recommendations (Autumn 2000)
- Farmers Markets’ – The UK Potential, Alan Chubb, Eco-logic Books, 1998
- Bath Farmers’ Market – A Case Study, Eco-logic Books, 1998
- Farmers’ Markets – An America Success Story, Harriet Festing, Eco-logic Books, 1998
- Local Food for Local People – Guide to developing Sustainable Local Food Economies, Soil Association 1998
- A Survey for Evaluating Farmers’ Markets, with sample questionnaires and guidance on using them, 1998. Common Cause Cooperative, 12 St. John’s Terrace, Lewes, East Sussex, BN7 2D