A raft of stories in this weeks press suggest that price is not always king, and that the 'own and local' tagline is more important than ever in driving people to independent retailers.

First up was an interesting piece in The Grocer, 17 July, which said of local produce ‘Mary Portas, Queen of Shops, swears by it; Symbol groups are clamouring to fill their shelves with it, and Indies [independent retailers] across the country are arming themselves with it.’ It then argued that it is the ‘one bandwagon that the multiples struggle not to fall off’ and ‘It seems the answer to independents’ woes was on their doorsteps all along.’

Local food is fundamental crowd-puller for independent retailers, attracting customers who, according to IGD research (as reported by FARMA e-news earlier this year), are looking to lower their food miles, and support local producers, retailers and the economy. Regional Food Group, Heart of England Fine Food claims “The demand for more local foods remains in the top four improvements requested by shoppers in 2010.’

Nice to have, but where’s the profit? A survey conducted by the Grocer in March this year shows 63% people weren’t prepared to pay a premium for local food. The reality is that smaller companies often can’t reach the economies of scale and their products are more expensive, and the retailer’s margin potentially smaller. However, it creates a point of difference against the supermarkets, who are struggling to meet their own targets for local food, and where local combines with quality (and traceability and good supply) you have a product that people will pay more for.

As an aside, Cleall’s of Corfe, a recent outlet transformed by Mary Portas, has seen sales soar since the Queen of shops insisted they introduced local produce. Owner Chris Porter affirmed ‘people are prepared to pay that little bit more’ and his website now lists their local lines http://clealls.co.uk/shop

Retailers could be faced with a shortage of British-grown brassicas in the autumn and winter as the dry weather affects growing conditions, producers have warned.

The main planting season for brassica crops, such as broccoli, cauliflower and cabbage, is now under way. However, the recent dry and hot weather is threatening this year's crops as dry conditions can stunt their growth and broccoli plants risk closing up.

"We could see significant potential falls in production during the period of September through to early November," warned Philip Effingham of the Brassica Growers’ Association. This is on top the fact that warmer weather means customers are choosing salads over brassicas.

On the up side, it’s not only lettuce that’s doing well. One producer in Kent is looking forward to the first commercial crop of English-grown kiwis. Worldwide Fruit planted two varieties, Hayward and Harding in May and hopes to harvest the first cop in October 2012, with fruit appearing in shops the following month. If the project succeeds, there are plans to plant red and gold flesh varieties.

We’ve had a few farmers’ market organisers contact us of late looking for some new ideas for their markets. If you’re after some inspiration, here are our current top ten suggestions from market managers and the FARMA team:

1. Berry Bonanzas: Celebrate gooseberries, raspberries, strawberries, blackcurrants, redcurrants, and cherries. This Saturday 17 July is also National Cherry Day. Offer different varieties to taste, and encourage producers to use the fruit in their products eg. cakes, pies, biscuits, meat stuffings and sausages, juices and preserves. Do something similar for the first apples when they arrive. 

2. Involve local businesses – Some markets partner other community projects, but it’s also worth talking to local businesses who want a platform for their products and services. Eg. Tunbridge Wells’ farmers’ markets have Lakeland Plastics coming with their staff to demo the latest smoothie makers and a jam making machine (jame in 30 minutes!).

3. Cookery demos – these don’t have to be expensive – some restaurants and cookery schools will help pay for a demo kitchen in exchange for the chance to profile their business.

4. Keep cashing in on ‘grow your own’ trend. Some markets have 'plant fayres @ the farmers' market' which attracts a wider, but complementary, audience on the look out for locally bred, unusual plants. It’s not to late for vegetable plug plants either – encourage succession planting, and think about offering plugs of winter vegetables (turnips, parsnips, kale etc) How about grow your own veg for Christmas?

5. Promote BBQ as a market. BBQ food is not just about sausages and burgers – think about how you can encourage people to put together an alfresco menu from across the market. Perhaps use a 'Perfect for the BBQ' logo to be displayed by suitable products on every stand, or maybe even run a promotional offer on those products?

6. School holidays are nearly here, so think about how you can better engage children and families at the market. You might want to work with local youth and community groups, provide hands-on kid's activities, organize colouring or recipe competitions, or get live animals in to view. Perhaps provide a craft tent within a café area – frazzled parents will be grateful!

7. Profit from tourism – Summer also means more tourists and visiting relatives. Consider activities linked to the local heritage or other festivals already planned in the town.

8. Harvest Festival – September is a month of abundance as the last of the summer crops overlap with early Autumn fruit and veg. Use established promotions such as British Food Fortnight, or the traditional Harvest Festival, or come up with something of your own.

9. Create a buzz – The plight of the bumble and honey bees have much documented, but news is only just starting to reach a lot of the public. Think about having a Bee week – get a honey producer or someone from the Beekeepers Association to talk or bring in a demo bee hive. Get a webcam installed in a live hive to show at the market. Promote bee friendly plants.

10. Natural cosmetics – Natural ingredients in cosmetics is very much on trend, and good way to attract a younger audience. Consider getting in beauticians or companies to demo products, or show how food can be used to create beauty products (berries, yoghurt and honey make a great face mask).

Calling all farm shop delis and cheesemakers…

The British Cheese Awards are once more upon us – if you’re a cheesemaker, you can enter your cheeses into this year’s contest by emailing This e-mail address is being protected from spambots. You need JavaScript enabled to view it with your request for entry forms. Winning cheesemakers across the country report that winning a British Cheese Award significantly benefits their business in both sales and PR terms.

If you’re a new farm shop with a great deli, a passion and knowledge of cheese, encourage your customers or suppliers to nominate you for the Best New Cheese Retailer 2010? All nominations can be sent to This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Deadline for all entries is the 27 August 2010.

Now in their 11^th year, the BBC Food & Farming Awards offer a great platform to food, drink and farming businesses, including farm shops and farmers’ markets, and guaranteed high profile media exposure to the winners. And for the first time, British drinks producers have their own dedicated category.

Encourage your customers to nominate you via the The Food Programme website, by email or by post. More details at http://www.bbc.co.uk/radio4/features/ffa/2010

Presenter of BBC Radio 4's The Food Programme, Sheila Dillon, said: "Food and farming have the potential to become important drivers of our future economy. These awards, celebrating the best of Britain's food producers, farmers, retailers and markets have never been more important." 

Chair of judges and chef, Angela Hartnett, added: "We know there are businesses out there changing the direction of food and farming in this country, it's now down to the public to make sure we hear about them.” 

The winners will be announced at the awards ceremony in November.

Closing date for entries is August 15th 2010.