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Producers, and the development of localised markets. Dr James Kirwan jkirwan@glos.ac.uk 19 th March 2011. Why the growing interest in alternative ways of producing and marketing food?.
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Producers, and the development of localised markets Dr James Kirwan jkirwan@glos.ac.uk 19th March 2011
Why the growing interest in alternative ways of producing and marketing food? “Food is a microcosm of the macrocosm... If we are concerned about industrial farming, agri-business, food miles, soil erosion, cruelty to animals, fast foods, fatty foods, and non-foods then we have to look at our plate and what is on it. The food in our pantry and in our kitchen is ultimately connected to climate change and global poverty, as well as to our health”. (Satish Kumar: Resurgence Nov/Dec 2008, p. 3).
Outline • Growing interest in alternatives • Valorising the local • Markets in the UK • Farmers’ markets • Producer benefits of direct marketing • Tensions and up-scaling • Food security • Influencing demand
Alternative production outlets • Examples: • CSAs • Box schemes • Urban/city farming • Farm shops • Public procurement • Farmers’ markets • Traditional markets
Valorising the local "We believe that one of the greatest opportunities for farmers to add value and retain a bigger slice of retail price is to build on the public's enthusiasm for locally-produced food, or food with a clear regional provenance" (Curry 2002: 43). • Local food. • Locality food. • Short food supply chains (SFSCs).
Short Food Supply Chains • SFSCs involve more direct relations “between actors who are directly involved in the production, processing, distribution, and consumption of new food products” (Renting et al 2003: 394). • Distance is not the key factor, “but the fact that the product reaches the consumer embedded with information” (Marsden et al 2000: 425)
Farmers’ Markets Why are they of interest? “Food is a cultural as well as a commercial exchange [and] much of the interest in Farmers’ Markets arises from their ability to transform our increasingly isolated and disconnected food-relations into a real and vibrant cultural process” (Orbach 1998: 10).
Farmers’ Markets • Frequency. Mostly once a month; some weekly. • Stall numbers. Average 24 stalls per market; range of 4-100. • Av. No. consumers 1000-3000; range of 200-13000. • Value. Estimated at £260 million p.a. with high local income multiplier. • Stallholder take. £100 to £3-4000, depending on produce. • Number of markets. 550 locations, 9500 market days and 230,000 stallholder opportunities. • Number of producers. FARMA estimates 10,000 farmers/ producers take part in FMs
Farmers’ Markets “The Stroud market [which is now weekly] brings £950,000 into the town each year - that's what gets spent in the local shops over and above what they'd normally take on Saturdays. And that's over and above the further £950,000 spent in the market itself each year, which also feeds back into the local economy. That's because virtually all the produce comes from within a 30-mile radius”. (Matthew Fort – Guardian online)
Farmers’ Markets “Farmers' markets differ from conventional markets in that customers are buying direct from the producer. This helps develop trust, allows for the exchange of information and encourages high quality standards (FARMA).” Essentially FMs are a brand based on: • The produce being local • The vendor knowing about the production process And yet, paradoxically perhaps, FARMA see certification as vital
Farmers’ Market Certification Criteria • Locally produced. Only produce from the defined local area (DLA) shall be eligible for sale. • Principal producer. The stall must be attended by the principal producer or a representative directly involved in the production process. • Primary, own produce. All produce sold must be grown, reared, caught by the stall holder within the DLA. • Secondary, own produce. All produce must be brewed, pickled, baked, smoked or processed by the stall holder using at least one ingredient of origin from within the DLA. • Policy and information. Information should be available to customers at each market about the rules of the market and the production methods of the producers.
Producer benefits of FMs • Direct consumer feedback facilitates product innovation, as producers are better able to relate to their market. • Producers can explain to the public what they are doing. • Improved returns through selling directly to the consumer. • Opportunity to promote sales through other outlets: small shops, mail order, the Internet etc. • Less wastage of fruit and vegetables that do not meet specific supermarket selection criteria (outgrades). • Another marketing outlet for small producers who are often effectively excluded from the supermarket buying system because their production is too small-scale.
Producer comments “The advantage of selling it through FMs is that you are cutting out the middleman, you sell at a fair price, then you can get a better margin, and that is probably one of the main reasons why we all do it”. “It brings back that personal touch and responsibility. “It is the old-fashioned service, it is the thing they can’t get in the supermarkets. “You get a good rapport with a number of the customers, and over time you build up I suppose a bit of mutual trust”. Producers also highlighted the natural and traditional nature of their production: “The meat has been born and bred on the farm…we are nice to our pigs…we don’t put antibiotics in the food”.
Markets vs supermarkets • Some people might be ‘falling out of love’ with supermarkets, BUT • The top four supermarkets now account for about 80% of retail food sales. • Local food may be seen as a stand against globalisation, YET • Dependence on supermarkets is entrenched for most consumers. • And, supermarkets have significantly widened the access to organic, local and fair trade produce.
The distinctiveness of FMs and direct markets The combination of local, social and ecological embeddedness together with the producer selling their own produce directly to the end consumer, all of which takes place within a vibrant market atmosphere.
Food security and local producers “The recent price spike has served to underline our global interdependency and demonstrated the political and social importance of affordable food” (Chatham House 2009, p. 5).
Food security assessment Source: Defra 2010. UK Food Security Assessment: Detailed Analysis. Defra, London. P. 6
Threats and challenges Source: Defra 2010. UK Food Security Assessment: Detailed Analysis. Defra, London. P. 6
Food Security • What role do local producers have to play? • Up-scaling local foods • Supermarkets and local foods • Supermarkets or local markets • Community food projects • The importance of dietary choices, in relation to food security
Influencing demand • Economic interventions - including taxing non-preferred food types. • ‘Choice editing’. • Change individual behaviour. • The importance of understanding the ‘relationships between place, responsibility and morality’ (Harris, 365) • Educating consumers about what is involved in producing food, thereby stimulating demand.
Significance of these trends “In terms of overall production, these trends are a small contribution to a huge challenge, but they are a way of reconnecting people with food production and have an important part to play in encouraging the sort of changes in consumer behaviour that will be necessary for a sustainable system of food production.” (House of Commons report, 2009 p. 30). “Better decisions are made by an informed consumer” (Foresight 2011, p. 21)
Farmers’ Markets What is a Farmers’ Market? “A FM is one in which farmers, growers or producers from a defined local area are present in person to sell their own produce, direct to the public. All products sold should have been grown, reared, caught, brewed, pickled, baked, smoked or processed by the stallholder” (NAFM/ FARMA).
