Indies Fight Back Aganist Chains

In a bid to save local stores, a universal loyalty card has been introduced which will challenge cut-price offers from the supermarkets.

The aim of the Ice scheme is to draw shoppers away from supermarkets in favour of their local farm shop, food and drink producers.

Devon Rose Farm Shop, based at Gatcombe Farm, Seaton, is one of a number of businesses to sign up to the scheme which rewards customer loyalty with Ice credits.

Shoppers can use the credits in the same store or in others taking part in the scheme. Credits may also be used online or by placing a telephone order.

Devon Rose has been producing free range, organic meat since 1921.

A spokesman for the farm said: “This is about all the ‘little guy’ farm shops co-ordinating together for the first time and could have a massive effect on consumers as they will now be rewarded on a national level – none of us could ever do this alone.

“We know there is a huge public appetite for farm fresh food, and by coming together in the Ice loyalty programme we can begin to persuade significant numbers of consumers to buy their food direct from their local farm shop.
“There is clearly a hunt for value among consumers and for me, and growing numbers of other people, buying local seasonal foods direct from the farm shop represents enormous value in price, buying experience and eating experience.

“Ice, with its generous rewards system, adds yet another layer to what we can offer and is going to revolutionise the number of consumers who can access farm fresh food.

“Moreover supermarkets are generally affected by the VAT hike and rising fuel prices more than us because we have such low transport costs and because the majority of our foods are zero-VAT rated.

“So shopping with us is far less likely to result in you buying expensive VAT-able items also on sale in bigger outlets.”