Hampshire Farmer's Markets
Introduction
The key aim of the Farmers’ Market project is to allow smaller local producers an outlet direct to the public enabling them to become less reliant on wholesalers and supermarkets.
To achieve this aim, all produce being sold at all Hampshire Farmers’ Markets, must have been grown, reared, caught, brewed, pickled, baked, or processed within Hampshire or ten miles of the border. The producer, or someone directly involved with the production, must sell the produce themselves and no bought in produce is allowed.
During 2003 there was 83 Hampshire Farmers’ Markets held in 13 market towns across Hampshire.
All 13 Hampshire Farmers’ Markets have been certified to the National Association of Farmers’ Markets. This means that the markets have been independently inspected and recognised as achieving the standards required, including working closely with Trading Standards and Environmental Health.
All the producers are keen to talk about their produce and many offer the chance to sample before you buy including a variety of cheeses, wines, jams, honeys and cakes.
Objectives and Purpose of Project
The objective of the market is for Hampshire’s Farmers' Markets to sell the best in the county’s food and drink, direct from the producers. The intention is to allow smaller local producers an outlet direct to the public enabling them to become less reliant on wholesalers and supermarkets.The use of town centre locations allows easy access to all the markets. The average number of producers attending a Hampshire Farmers’ Market is around 40 - 45. This large number of producers ensures that there’s a huge range of products to taste, try, and buy and this helps fulfil their attempt to provide a true shopping alternative to a supermarket.
Participants
Hampshire County Council, Winchester City Council, the National Farmers Union (NFU), Hampshire Fare, SCATS Ltd, Hampshire Training and Enterprise Council, Hampshire Economic Partnership, Basingstoke & Deane DC, Rushmoor BC, Hart DC, New Forest DC Test Valley DC and Havant BC.Methodology & Resources
Pilot markets
In July 1998, Hampshire County Council’s Economic Development Office was approached by a local sheep farmer to start looking at the possibility of holding Farmers’ Markets in the county.From this initial approach a Hampshire Farmers’ Market Working Group was formed. Participants included Trading Standards and Environmental Health. This planned three pilot markets to test consumer demand.
The group agreed criteria for participation. All produce must be grown, raised, baked or caught in Hampshire, or within 10 miles of the border. No bought in produce or wholesalers were allowed .
Three pilot markets were held in May, July and September 1999, with a fourth being added to respond to public and stallholder demand.
A budget to support the organisation of the Markets was funded by Hampshire County Council, Winchester City Council, SCATS Ltd, Hampshire Training and Enterprise Council and Hampshire Economic Partnership. The cost of organising the three pilot Farmers' Markets was around £12,000, which included advertising and leaflet distribution, a part-time Farmers' Market Co-ordinator and entertainment.
Students from Sparsholt College carried out research at each of the pilot Hampshire Farmers’ Markets. Questions were posed to both consumers and stallholders.
| May market | 30 farmers and growers | 7,5000 visitors |
| July market | 49 farmers and growers | Over 10,000 visitors |
| September market |
58 farmers and growers | Over 13,000 visitors |
The results were made available to all district councils in Hampshire, and to farmers and growers, at the review meeting on 14th October 1999.
Following this meeting, many of the district councils, including Basingstoke & Deane, Rushmoor, Hart, New Forest, Test Valley, Havant and Winchester City Council expressed an interest in holding Hampshire Farmers’ Markets in their own areas in partnership with Hampshire County Council.
It was agreed that central co-ordination would help avoid duplication of dates, maintain the "identity" of Hampshire Farmers’ Markets for the public and ensure maximum use of available resources.
Hampshire Farmers’ Markets Project
The feedback was exceptionally positive from both consumers and stallholders towards the Hampshire Farmers’ Markets pilot scheme, with a strong groundswell of opinion towards a programme of Farmers’ Markets across the county. Hampshire County Council organised a programme of Farmers’ Markets across the county in conjunction with the relevant local authorities and the NFU. Around 32 markets took place in 2000 at venues across the county including Winchester, Andover, Ringwood and Basingstoke. A part time co-ordinator was appointed.Further funding was secured from the European Social Fund in 2001 to support the programme of 62 markets across the county. Training was undertaken for the producers in marketing, display and business management.
Further successful markets took place in 2001 and Hampshire County Council decided that as the markets were now well established it was time to allow the stallholders to manage the markets themselves. During this year they worked with Business Link to set up a stallholder led company, Hampshire Farmers’ Markets Ltd.
Hampshire Farmers’ Markets Ltd took over the running of the Farmers’ Markets from 1st January 2002. The popularity of the Hampshire Farmers’ Markets meant that the demand for additional markets was ever increasing and during 2002 funding was secured from the England Rural Development Programme to fund a full time co-ordinator and also a part time assistant as the markets expanded to a programme of 68.
In this year Hampshire Farmers’ Markets were the first group of markets to become certified by the National Association of Farmers’ Markets (NFMA). The certification process involved independent assessment of the management of the markets, the relationship with Trading Standards and Environmental Health, and stallholders views. All Hampshire markets now display the NFMA logo boards at all markets. Certified markets assure visitors of the quality of the market and also that the stallholders attending are all local (within the definition of the market).
Details of Market organisation
- Stallholders are charged around £30 to attend the Farmers’ Market. The stallholders pay an additional £20 if they require electricity.
- The stallholders pay an additional £20 if they want to bring a refrigerated van on site.
- The stallholders are required to take away any rubbish.
- The local authority provides public conveniences at the market.
- The markets co-ordinator for Hampshire Farmers Market also organises the following areas:
- Promotion (press releases for each market)
Planning
- Street Closures- Liaising with Local Authorities
- Liaising with Environmental Health Departments
- Liaising with Trading Standards Departments
- Dealing with Applications
- Dealing with Complaints
- Dealing with Any Enquiries, and Matters That May Arise
- Planning The Markets – working one year in advance
- Inviting Stallholders to apply again
At each market it is important to:
- Ensure that similar producers are located in the same area – so that people can locate produce easily
- Spread the stalls out so that people have the chance to browse
- Layout of the venue – carefully planned and controlled
- Stallholders must be set up and ready for 10am and cannot leave until after the market closes
- Surveys should be carried out at each market
- It is useful to charge a booking fee per market (£5)
- The producer or someone who works on production must staff the stall
- It has been proven to be more cost effective for the stallholders to purchase their own table for displaying the produce
- Ensure that the electricity supply is adequate
Future Developments
This year there has been a further extension of the programme to see 83 markets being held in 13 venues. More venues than ever are holding monthly markets and consumers are using them as a regular shopping experience.Special Circumstances
The Economic Development office were asked by the Cabinet Office (Performance and Innovation Unit) to use the Hampshire Farmers’ Markets as a case study for their Rural Economies Project. The report from which was submitted to Tony Blair in August 2003. A Cabinet Office representative advised that, of all the Farmers’ Markets starting up around the country, he felt that the Hampshire Farmers’ Markets in Winchester had the largest number of stallholders and customers.Other Resources:
This project has now completed and remains on the Food Vision site as an example of a great food project, the project team can no longer be contacted.