More than half of UK households buy direct from the farm

More than half of UK households are choosing to buy direct from the farm, according to the latest research from the National Farmers’ Retail and Markets’ Association (FARMA). The sixth annual FARMA local food sector tracking survey shows 53% of the population now buy food from direct sales outlets including farm shops, farmers’ markets, pick-your-own farms and box schemes. The survey was conducted through YouGov on 23-25 June 2009 among over 2,000 households across Great Britain.

Farm shops and farmers’ markets are seeing their highest numbers of customers since FARMA began its annual tracking survey in 2004. Both show 33% of households shopping at them in 2009, farmers’ markets up from 30% last year and farm shops up from 32% last year. They remain the most popular places to buy local food and support those who made it.

Pick-your-own farms are showing their first increase in customer numbers after a period of decline 2004-2008. There are indications from the USA, where pick-your-own originated in the 1970’s, that there is potential for a revival as consumers seek the very best produce and value for money.

The survey showed that consumers have gained a better understanding of farm-direct sales over the year with only 32 per cent of households not aware of farmers’ markets in their area, down from 39 per cent last year. Currently 62 per cent of households are aware of farmers’ markets in their area - up from 58 per cent last year.

Consistent with previous years, the survey showed that 90 per cent of households would like to buy direct from the farm if they could.

’We believe these results show a healthy sector,’ said Gareth Jones, FARMA managing agent, ’and they are consistent with what members are telling us. People are becoming more aware of the benefits of local foods direct from the producer, particularly in this economic downturn. Their custom supports local businesses and their friends and neighbours’ jobs, the rural economy, and foods that are locally distinctive. Consumers come back over and again for food of excellent quality that has lower environmental impacts both in its production and its retailing.’