Farm Retail Association rolls out Real Farmers Market scheme

The Farm Retail Association is relaunching its certification scheme to help ensure farmers’ markets are selling and promoting local produce.

The association said the Real Farmers Market scheme has been devised to give the public a clear understanding of which operations are ‘true’ farmers’ markets.

To become a certified, a market must meet eight key principles:

• Champion farmers: customers should be able to buy directly from farmers, growers and suppliers
• Prioritise local produce: stall holders should be recruited from as close to the market as possible
• Be proud of your provenance: each product should have been grown or made by the stallholder, and ingredients sourced as locally as possible
• Understand your products: stallholders should be able to talk about how the product has been produced, from field to fork
• Be correctly insured: traders must have suitable public, product and employment insurance
• Follow the correct legal procedures: traders and markets must follow relevant national and local laws, and ensure each trader is registered with Trading Standards and Environmental Health.
• Promote yourself as a ‘Real Farmers Market’: be proud to fulfil these principles and shout about it in communications
• Enforce the above principles: the market organiser should have systems in place to ensure the above principles are enforced

After a market applies for certification, the FRA will review evidence such as the market’s website, social media channels and Trip Advisor, while unannounced auditing will take place to ensure markets fulfil the core principles. If a market does not adhere to the principles, the market organiser will be contacted and given a chance to address the issues.

Certified Real Farmers Markets will be promoted through the FRA website and other materials, and will have the opportunity to be included in the FRA annual awards. They can also use the Real Farmers Market logo in marketing and promotion.

“It is vital there is an industry standard for farmers’ markets in the UK so customers can be sure of the provenance and locality of the produce,” said FRA chair Emma Mosey.

Farmers’ markets can join the FRA and not apply to be certified. These markets will not be able to use the Real Farmers Market branding but will have access to other member benefits such as support, networking, advice, training and workshops.