Farm Shops Unite Against Supermarkets

Lidl’s recent adverts promoting its food in a farmers market-style scene has angered some small producers, who believe that doing so puts the authenticity of their products into question.

Independent retailers are recognised as offering consumers the face of local food, but some believe that such marketing ploys by supermarkets, designed to compete by promoting local foods, are aggressively imitating the work of independents.

Three Midlands retailers joining the fight are Ludlow Food Centre, Apley Farm Shop and Denstone Hall.

Sally Jackson, chair of FARMA said, “Farm shop owners are getting used to the supermarkets hitching a ride on the ‘real farm’ ethos yet no amount of slick advertising can replace the experience of buying real food at a real farm shop.

“Home raised, home grown, homemade and a love of all local foods are the characteristics of a great farm shop. Combine freshness and taste with few food miles and with so much more money going back into the local community – why wouldn’t you support your local farm shop?”

Jeremy Jagger, leader of the Midlands group and owner of Battlefield 1403 said, “I believe that we are blessed with a particularly strong concentration of exceptional award winning establishments in the Midlands that we can be very proud of.

“Farm shops are very competitive with supermarkets in terms of price and shouldn’t be considered as high end or exclusive in this way. We all offer quality local and homemade produce. Our staff are passionate about this region’s food and they all provide outstanding service which we hope gives every customer a pleasurable shopping and dining experience.”

Tom Hunt, marketing manager of Ludlow Food Centre said, “We are proud to have brought together so many farm shops in one area. It shows we are not in competition and that we are all working for a common goal.

“At Ludlow Food Centre we are farmers and food producers first and foremost. We live and die by quality of our food and we want our customers to understand that we are committed to sustaining local agriculture and local produce.

“The aim of this campaign is to help people understand the difference between supermarket advertising and the real thing. Our farmers need help and support if we are going to continue to grow and rear great food in Britain in the years to come.

“Farm shops and farmers markets are the best way for people to find, identify and buy local produce. When they do, the money they spend will go back in to their local economy, helping to employ local people and grow local businesses.”