To market, to market – with a new approach

IT IS only 11years ago that the first farmers' market was held in Perth and in the intervening period, the movement has grown to a point where there are now more than 70 such markets scattered all over Scotland.

More importantly, it is estimated that up to 24 million of business is conducted annually at these events.

However, one of the original and arguably most successful farmers to take up the challenge of selling his produce direct to customers yesterday expressed his concern that some of the impetus had gone out of the system in recent years.

That was why Tom Mitchell, from Kirkcaldy, who sells his Puddledub Pork and bacon at 14 markets in central Scotland was enthusiastic about an initiative aimed at taking farmers' markets to the next stage in marketing.

"Farmers' markets have allowed me to add value to all the produce coming from my small farm. They have been a godsend, but I believe we have reached a critical stage where there is a need to breathe new life into the movement."

From a standing start, Mitchell now has a workforce of ten. All the progeny from his 100-sow herd is sold privately, with most of that going through the various markets he attends.

The Scottish Farmers' Market Partnership (SFMP), which was launched yesterday at the Rural Centre in Edinburgh by agriculture secretary Richard Lochhead, has the aim of "promoting, supporting and building capacity on a sustainable basis".

More understandably, Sally Crystal, the chair of the Scottish Association of Farmers' Markets, said she hoped it would help expand the holding of markets into weekly events in some of the major urban centres, as well as encourage more producers to come and sell their produce direct to customers.

She compared the situation in continental Europe, where almost every village has a weekly market, and said this should be an aim for Scottish producers.

Crystal said there were plenty of opportunities for producers, especially with dairy produce, cheese and bread. In fact, farmers' markets would welcome anything made or grown by producers, she said.

Asked whether regular retailers might object to a weekly market, Crystal said she did not believe this would be the case, explaining that where markets existed already, it had been proven they helped bring consumers into town, as opposed to going to out-of-town supermarkets.

The SFMP, for which there is a 120,000 three-year funding package, will help co-ordinate efforts across the various groups as well as trying to save costs through collaboration.

SFMP development officer Douglas Watson said he wanted to see more producers coming forward, but he also recognised the challenge of getting more customers to come to markets on a regular basis.

He said: "Farmers' markets should not just be seen as a tourist attraction, they have to become part of the regular shopping routine for consumers."

In addition, a further 97,000 has been made available to fund a supply co-ordinator, who will concentrate on marketing research and promotion.

In his welcoming speech, Mr Lochhead linked the initiative with the Eat Fresh, Eat Seasonal campaign and also with the many benefits there were in buying local produce.

While admitting the market share taken by farmers' markets was still relatively small, James Withers, chief executive of NFU Scotland, said their existence had been one of the most important initiatives in the industry for many years, in terms of connecting consumers with where their food comes from.

He said: "There were questions from some as to how the government's national food and drink policy would translate into action on the ground, but it has to be said that the Scottish Farmers' Markets Partnership initiative is one of the best examples.

"I believe it will provide the platform that farmers need to strengthen their network across the country."