Bath Farmers’ Market -

Pioneering "radical change in the way we buy and sell our food." (The Independent, 20 Oct ‘97)

Many people in Bath and North East Somerset are regular shoppers at the monthly Farmers’ Markets held at Green Park Station in Bath. Indeed, when the first three experimental Farmers’ Markets took place in the autumn of ‘97, people travelled to Bath from as far as London, Wales and the Midlands.

Many people compare the Bath Farmers’ Markets to the French markets, where local farmers bring their produce to the town squares and sell it directly to local people. Many people agree that what is special about these markets is their vibrant atmosphere, and the distinctively regional characteristics of the produce on sale: types of cheese invented in the region and made from the milk of cows or goats which are grazed on the local flora; wines from a particular variety of vine suited to the soil and climate of the region; honey from local bees, and fresh herbs and salad vegetables pulled from the ground that morning.

The concept of ‘Farmers’ Markets’ actually comes from America, where they are not unlike our car boot sales - only with trucks instead of cars. Farmers set up their tables in the street or in car parks - bringing vitality to urban spaces, and fresh, seasonal produce to urban dwellers. Farmers’ Markets have become a popular way to shop in the US. In the 1990s they have increased by 35-40%, with over 20,000 farmers across the US selling through them. It has been estimated that in New York alone Farmers’ Markets (known as ‘Greenmarkets’) generate $10 million a year in sales.

At the Bath Farmers’ Market people have access to a wide range of fresh, seasonal produce which has been grown, bred, pickled, brewed or baked in the region by the vendors themselves. Fruit and vegetables, meat, eggs, cheeses, honey, herbs, wine, cider, conserves, cut flowers and garden plants, breads, cakes, pates and pies are all on sale. More unusual produce can be found - like duck eggs, swiss chard, pork from rare breeds, or old varieties of vegetable such as pink firapples. A lot of the produce is organic, and a lot of it is made using traditional methods. Tasting is encouraged. As with its French and American counterparts, rapport is established as producers and consumers come face to face, with not a middle-man insight. On Farmers’ Market days (the first Saturday every month) Green Park Station buzzes as people gather, meet friends and make acquaintances. And other shops nearby benefit, as one retailer said,

"We are doing incredibly well today, compared to last week because this (the Farmers’ Market) is bringing in lots more people. There has been a big difference in our takings. It’s wonderful and we love it and we hope it happens a lot more often"

The first Farmers’ Market was held in Bath in September ‘97 as one of 3 pilots to assess the commercial viability of a permanent Farmers’ Market in the city. It was felt that the simple concept of local, small-scale food producers selling their produce directly to consumers was a way of addressing some of the many issues surrounding food production and distribution which concerned local people. Twenty-six local producers took part, including community groups such as bee-keepers, allotment holders and the W.I. It was estimated that this first event attracted as many as 3,000 people. Some organic vegetable growers sold out by mid-morning. The media - both local and national - showed much interest. Headlines in The Independent read "Bath puts the green back into food shopping", and went on to describe "A new kind of food market ... (which) if successful, could radically change the way we buy and sell our food." An estimated 5,000 shoppers visited each of the following markets in October and November. The number of stallholders also increased - to 36, with more of them waiting in the wings.

The Bath Farmers’ Market has continued to operate since its 3-month trial run, and producers who were involved from the beginning have formed an association which governs the market’s permanent commercial operation.

The Bath Farmers’ Market story is now a ‘test bed’ for the Farmers’ Market concept both locally and nationally. On learning of it from the national media, professionals working in the fields of Economic Development, Urban Regeneration, Health, and Local Agenda 21 have been quick to see the social, economic and environmental benefits which Farmers’ Markets can bring to a region. Local authorities, chambers of commerce, business enterprise units, community groups and small-scale farmers and food producers all over the U.K. have contacted the organisers for more information, with a view to setting up Farmers’ Markets in their regions too.

Farmers’ Markets could and should thrive throughout Britain. The country has a history of small-scale, local markets selling local produce to local people. The skills and knowledge needed for a Farmers’ Market still exist within communities: small-scale farmers are selling good quality produce through farm shops, veggie box schemes and other local outlets; voluntary groups are promoting organic growing, allotments and local food production; local authorities are working to strengthen local economies and improve the local environment; and consumers are keen to buy direct from the producer in order that they can get first hand knowledge of the quality and safety of their food.

Members of the Working Group who set up the Bath Farmers’ Market believe that the project was a success for two reasons. First, the project stuck fast to the vision of local produce for local people (all produce came from within a 40 mile radius of the city, with not a ‘middle man’ in sight). And strict criteria, based on the principles of sustainable development, were set and referred to throughout the project. Second, the project was achieved through a strong partnership made up of the public, private and voluntary sectors, each bringing with them their skills and resources. Members of this partnership were:

Pat Tutt, Local Agenda 21 Co-ordinator, Bath and North East Somerset Council

Deborah Morris, Assistant LA21 Co-ordinator, Bath and North East Somerset Council

Sarah May, Bath Farmers’ Market Project Officer and smallholder

Peter Andrews, Bath Permaculture Trust and publisher

Alan Chubb, Bath Farmers’ Market Reporting Officer and horticulturist

Poppy Hayward, The Environment Centre, Bath

The concept of Farmers’ Markets is obviously not a new one. Farmers have bartered and sold goods as far back in history as agriculture itself. The term ‘Farmers’ Market’ is used here in a very specific way. It is based on a type of market currently on the increase in the USA and which is very different in nature to the kind of street markets which have become familiar in Britain.

The main emphasis of these markets is that they help local producers, processors and manufacturers to sell their goods near their source of origin, creating benefits to them and to the local community. One third of all stallholders in the US use these markets as their sole marketing outlet, and 2/3 of the markets are certified or regulated, the idea being that the vendors have produced the goods themselves.

The markets give an advantage to the producer over selling to a middleman, and they benefit the local economy. In addition they create many social and health opportunities. Last but not least they help the environmental sustainability of the local area by encouraging organic production, reducing transportation miles, pollution, packaging and waste, and by promoting associated recycling activities.

Farmers’ Markets place an emphasis on added value, quality and freshness. They often have associated music and festival events, sometimes with a seasonal theme. They aim for an atmosphere which is vibrant, upbeat and fun, helping to revitalise urban centres and to make shopping a sociable and enjoyable experience.

In the USA, Farmers’ Markets play a vital role in enabling small and medium sized growers to gain direct access to consumers. One million consumers in America visit the markets every week. Benefits are obtained because:

Direct selling (rather than through wholesalers or supermarkets) allows for premium prices.

Cash flow is improved and steadier.

Farmers and processors can get direct customer feedback allowing them to improve their service and product development.

The need for transportation and packaging is reduced, saving on costs.

There is less wastage from outgrades e.g. fruit and vegetables not uniform enough in size, colour, shape etc. to be sold to a supermarket.

Small scale producers who do not achieve a great enough quantity for a supermarket contract can have an outlet for their goods.

Ethnic minorities, women and small scale businesses including part-time farmers can gain market access and support.

Farmers and producers working in isolation get social contact and interaction with their customers, often leading to more job satisfaction.

Local growers and processors do not have to compete with larger companies from outside the area. The certification ensures that only local businesses can sell.

Farmers’ markets help to:

Revitalise village, town and city centres

Provide a social meeting point

Encourage interaction of people from all walks of life.

Promote goodwill and understanding between rural and urban populations.

Allow people working in isolated situations to meet their customers and other producers

Provide a health diet for local people through access to fresher produce.

Provide cheaper good quality food which is especially important for people on low incomes

Women and others with special commitments who need greater flexibility with working hours.

Provide support for music, drama and festive events.

Attract media and publicity attention to rural development issues.

Convey an educational awareness message to the public about where and how their food is produced.

Farmers’ markets are:

An employment provider and can aid adjacent retailers and other economic development.

Able to attract business at times and in places where trading may not normally take place, with spin off benefits to other traders.

A mechanism to encourage agricultural diversification, thus creating a more stable economy.

A way of establishing links with the farming community and agencies, towards partnership working.

A way of encouraging the consumer to buy local produce and support local business.

A way to provide ethical investment opportunities.

A method of encourage Local Exchange Trading Systems (LETS)

Farmers’ markets can:

Be a useful mechanism for implementing Local Agenda 21.

Reduce the transportation of goods, so using less ‘food miles’ and less fossil fuels.

Reduce vehicle generated air pollution and noise.

Reduce wastage from outgrades.

Encourage more organic production so less pesticide and herbicide use.

Benefit wildlife by less destruction of their habitat and food sources due to less intensive farming practices.

Encourage farm diversification which usually helps biodiversity.

Help raise awareness about sustainable development and the links between society, the economy and the environment.