EatScotland | Farmers' Markets
Farmers’ Markets have become a regular feature in towns and cities throughout Scotland since the first market was run in Perth in the late 1990’s.
Selling fresh, locally grown produce directly to the public in an informal, convenient location, farmers' markets greatly enhance the shopping experience for the consumer and support local economies.
Customers are assured of the provenance of the produce as market rules lay down stringent standards, which must be met before a producer is allowed to sell at a market.
The defining characteristics of all farmers’ markets are:
- the products are produced within a defined local area
- the food producer runs the stall
- only products he or she produces are allowed to be sold
Farmers’ markets give consumers the opportunity to meet the producer, ask questions about the produce, and purchase fresh quality product at a competitive price.
Producers also benefit from farmers’ markets. They get the opportunity to receive full value for their produce by selling directly to the consumer. Selling direct is concerned with shortening the food supply chain, cutting out the middleman and making more from the end price.
There are other direct routes to market for the producer such as farm gate sales, box schemes (usually organic), farm shops, mail order, telesales, E-commerce – but farmers’ markets offer an immediate ‘shop window’ to a receptive audience keen to purchase locally produced quality food, natural and straight from the farm.
Many farmers’ markets are held in town centre locations and whilst there was some initial concern amongst shop keepers, studies in several towns have shown that the ‘foot fall’ actually goes up on market days.
Councils and town centre managers have not been slow in recognising this economic benefit and have been very supportive in the development of farmers’ markets across Scotland.
Farmers’ markets also hold wider economic and environmental benefits in terms of savings in ‘food miles’. Some food sold in supermarkets can travel thousands of miles compared with food at farmers’ markets, which is generally produced within a thirty mile radius of the market.
As farmers’ markets expand and progress to become an integral part of the food retail sector, they require direction, common high standards and a marketing strategy.
To address these issues, the Scottish Agricultural Organisation Society Ltd, a leading rural industry development, has been instrumental in helping to establish the Scottish Association of Farmers’ Markets (SAFM) in partnership with farmers’ markets throughout Scotland.
SAFM – owned and managed by the member farmer’s markets – has a number of key functions to perform including the promotion of the concept of farmers’ markets in Scotland; providing advice in establishing new markets; developing existing markets; representing farmer’s markets to Government and other agencies, and providing model rules and regulations on health and safety, environmental and other regulatory considerations.
For more information or details on forthcoming markets throughout Scotland visit www.scottishfarmersmarkets.co.uk.