RECOGNISING ‘REAL’ FARM SHOPS
Listed under: News
Published: Tuesday, December 15, 2009
Rumwell Farm Shop, Taunton is the first shop in the UK to receive The Genuine Own And Local (GOAL) certificate from the Farmers’ Retail & Markets Association (FARMA)
The accreditation is awarded to shops selling their own farm produce, and was introduced to help consumers identify 'real' farm shops.
“Shoppers want to support local farmers and food producers because they want to reduce food miles and buy better food,” said Rita Exner, FARMA secretary.
“Hopefully the scheme will make it easier for them to find outlets that meet these objectives, and to shop with confidence where they see the GOAL sign,” she added.
“The image of the farm shop has become so widespread. There are a growing number of retailers claiming to grow their own food, when it's actually produce that they've been buying in,” said Anne Mitchell, owner of Rumwell Farm Shop.
Rumwell went through vigorous inspections and mystery shopper visits before being awarded the GOAL certificate.
“We were recognised because it's clear that we rear the beef and pork we sell, grow our own vegetables and make our own preserves,” said Mrs Mitchell.
“The shop will be monitored and assessed again in a year to make sure the standards are maintained,” she added.
FARMA is encouraging other retailers to apply for the certificate in the new year.
Visit http://www.farma.org.uk to find out more.
“Shoppers want to support local farmers and food producers because they want to reduce food miles and buy better food,” said Rita Exner, FARMA secretary.
“Hopefully the scheme will make it easier for them to find outlets that meet these objectives, and to shop with confidence where they see the GOAL sign,” she added.
“The image of the farm shop has become so widespread. There are a growing number of retailers claiming to grow their own food, when it's actually produce that they've been buying in,” said Anne Mitchell, owner of Rumwell Farm Shop.
Rumwell went through vigorous inspections and mystery shopper visits before being awarded the GOAL certificate.
“We were recognised because it's clear that we rear the beef and pork we sell, grow our own vegetables and make our own preserves,” said Mrs Mitchell.
“The shop will be monitored and assessed again in a year to make sure the standards are maintained,” she added.
FARMA is encouraging other retailers to apply for the certificate in the new year.
Visit http://www.farma.org.uk to find out more.
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There are currently 3 comments - Have Your Say Today
Clearly I wholeheartedly agree with the aims of this project. It is essential that the vital connection between farm and plate is only given to those that do actually produce some of their own food sold in the shop. However, for the scheme to work there is going to have to be a lot of publcity within the consumer press so that consumers understand the message and recognise the logo. Where is this money for advertising and PR going to come from?
There are some “farm shops” that surely even the most stupid consumer would recognise as having nothing to do with a farm e.g. ‘Farm shops’ within garden centres around which the only things grown are garden plants. This doesn’t make them unviable places to shop for good food, as I would still much rather consumers shopped there than at their local supermarket. However I agree the name “farm shop” for these retail outlets is misleading - better to call them “food halls”.
Paul Hargreaves
Managing Director - Cotswold Fayre Ltd
Like Paul says, I too broadly agree with the sentiments of this scheme. However as a small producer of handmade biscuits for cheese we have made a conscious decision to support the independent trade, much of which is made up of Farm Shops.
It would be easy for us to approach the supermarkets, however we know that this would irritate and alienate our 350+ independent customers. If a farm shop only sells what they themselves make then the choice will be limited to say the least. Surely the ideal situation is if farm shops sell their own meat and veg and make their shops even more attractive by selling quality products from specialist small producers that are not available in the High Street Grocers.
I am fully in support of Farm Shops and everything they stand for. I can also see how the term “Farm Shop” could be abused as a cheap marketing ploy, allowing any general food retailers to tap into the increasingly popular Farm Shop concept. However, playing Devils Advocate, is this accreditation system a step too far? Surely we should give our Consumers a bit more credit for being able to find out for themselves what is a genuine Farm Shop selling its own grown produce, and what isn’t?