Farmers’ Markets: Future opportunities and threats

OPPORTUNITIES

Increased frequency and opening times of markets: According to FARMA, the most successful markets are held weekly as it encourages shoppers to change their habits. In the USA many farmers’ markets are held twice a week and some are trading in the evenings too.

Increased Government support for markets: The Government has recognised the importance of all markets and has started taking steps to promote them.

Certification of markets and accreditation of individual producers: These new initiatives help customers identify ‘genuine’ local producers

FARMA Healthcheck: Members can request a ‘healthcheck’, which involves research carried out among customers and stallholders of a market so market organisers have a better understanding of their customer base. FARMA has also launched a simple project called ‘Making Local Food Work’ working with clusters of markets.

Publicising the quality and value message: Farmers markets can compete on quality and price (particularly of seasonal vegetables) yet many do not publicise it yet.

Continued interest in supporting local producers: Despite the economic downturn, many customers are still interested in issues including food safety, sustainability and food miles and are committed to buying direct from producers.

THREATS

Less disposable income: Customers are more price conscious so many producers have had to adapt their product offering.

Pressure to merge with street markets: Customers can be confused if farmers’ markets are merged with ‘ordinary’ markets.

Continued rise of the supermarkets and internet: The supermarkets continue to offer unrivalled convenience and the perception of good value. The internet is being used more and more to source artisan food products.

Use of local sourcing as a major marketing tool: In 2008, Mintel reported the wider food industry was homing in on local sourcing as a major marketing tool. For example, Waitrose has plans to develop around 100 of its ‘Market Town’ stores nationwide, focussing on local produce.

Inflexibility from local authorities: Not allowing signage for farmers’ markets can cause an otherwise excellent market to fail.

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