More Than Food: A Fresh Call to Back Britain’s Farm Shops

This summer, the Farm Retail Association has launched a nationwide campaign, More Than Food, to champion the value of shopping locally at farm shops, farmers’ markets, and pick-your-own (PYO) businesses. The campaign is fronted by FRA Patron and renowned food campaigner Hugh Fearnley-Whittingstall, with sponsorship from The EPOS Bureau.

More Than Food aims to raise public awareness of the broad benefits of choosing farm retail – highlighting not only the health and wellbeing advantages of fresh, seasonal food, but also its positive impact on local economies, rural communities, and the environment.

The campaign comes at a pivotal time. The UK’s rural economy supports around 3.6 million jobs, yet farmers and independent retailers are facing mounting pressures from inheritance tax changes, post-Brexit trade disruptions, and spiralling production costs. Now more than ever, community support is essential.

Farm retailers are uniquely placed to deliver tangible benefits at local level. For every £1 spent in a farm shop, an estimated 75p remains in the local economy – a striking contrast to the conventional retail model. As the nature of Britain’s high streets continues to shift, farm retailers are stepping up as modern-day community hubs.

Encouragingly, many farm shops and markets across the UK are reporting increased footfall and strong sales growth, signalling a growing appetite among consumers to reconnect with the origins of their food.

In an era marked by rising consumption of ultra-processed foods, the campaign positions farm retailers as a trusted alternative – offering fresh, unprocessed, locally grown produce with clear provenance and human connection.

"There's an undeniable magic to buying food directly from the people who grew or reared it," said Hugh Fearnley-Whittingstall, face of the campaign and patron of the FRA. "Individually, farm retail outlets offer something wonderful. But as a national network, they play a monumental role – empowering farmers, strengthening regional economies, providing fresh food, and cutting food miles. This collective network is a national treasure we must champion."

“It’s such a pleasure to bring produce back from a farm shop or farmers market, that’s been grown nearby and that comes from your local landscape. You know it’s in season, it hasn’t travelled far and it’s the best it can be. It’s also so important that children get their hands on real food, and on fresh fruit and vegetables to help them understand what fun it is to have these in your home, in your kitchen and on your plate.”

To engage consumers directly, a novel ‘guerrilla marketing’ initiative will roll out across 200 FRA member farm shops and markets. Bestselling products will feature small 30x30mm stickers containing QR codes or web links, directing customers to an immersive online hub. There, shoppers can explore the stories behind local producers, find nearby retailers, and learn more about the benefits of farm-fresh food. The campaign will be amplified further through a targeted social media drive.

The FRA is also highlighting how farm retailers are adapting to changing consumer needs – diversifying their ranges, investing in digital tools like The EPOS Bureau, and streamlining operations to enhance service and open new revenue streams.

However, the long-term future of Britain’s farm retailers will depend on continued support – both locally and nationally. These businesses are vital not only to rural livelihoods, but to the broader goals of sustainability, health, and economic resilience.