FARMA National Annual Conference 2006

FARMA AWARDS HIGHLIGHT BEST FARM RETAILERS AND FARMERS’ MARKETS

The National Farmers’ Retail & Markets Association (FARMA) has announced the winners of its Farm Retailer of the Year, Farmers’ Market of the Year and Best Farm Retail Newcomer. The Awards, and certificates for the regional finalists, were presented at the FARMA national conference in Torquay on 14 November.

Darts Farm Village receiving Farm Retailer of the Year award from Rachel Owens of Tyrrells Potato Chips. Dinner theme of smugglers and pirates!

The 2007 FARM RETAILER OF THE YEAR award, sponsored by Tyrrells Potato Chips, attracted an ‘A’ list of entries among which Chatsworth Farm Shop, Derbyshire was judged regional winner for the Midlands; Garsons, Esher, Surrey was regional winner for the south-east while, in the north, the Farmer’s Cart Farm Shop, near York, took the regional title. In the south west, Darts Farm Village, Exeter, Devon (above) won the regional round and went on the take the national title, Farm Retailer of the Year 2007, having excited the judges for its first-class retailing presentation, internal and external communications and team building work ethos, all based on a family-run farming business connected to its produce, community and environment.

The 2007 FARM RETAILING NEWCOMER award, sponsored by Windsor Food Machinery, attracted a similarly high-profile candidate list from businesses with three years or less of trading. Regional finalists were:
Midlands: Sunnyside Up Farm Shop, Lincolnshire
North: Farmer Copleys, Pontefract, West Yorkshire
Scotland: The Store, Edinburgh
South-east: Godshill Organic Farm Shop, Isle of Wight
Wales: Thornhill Farm Shop, Cardiff

However, it was the entry from the South-West that shone out for the judges. Lobbs Farm Shop, Heligan, St Ewe, Cornwall, owned and run by brothers Ian, Richard and Terry Lobb, was considered to show excellence in its presentation and marketing, based on own, local and the region’s produce. Benefiting from its proximity to the Lost Gardens of Heligan, a popular tourist attraction, it also has strong regard for its local customer base and repeat business.

Edinburgh Farmers' Market (left-to-right: Tristan MacLean, Richard Darke, Rita Exner from FARMA, Ian Broadfoot)

The 2007 CERTIFIED FARMERS’ MARKET OF THE YEAR award, sponsored by Zapp Canopy Umbrellas and Chillerz, went to Edinburgh Farmers’ Market, recognising its transition to a weekly presence while retaining and growing its range of some 50 stallholders without compromising quality or the ethos of farmers’ markets. Various promotions involved customers in the market as a dynamic organisation. Its managers, Richard Darke and Tristram Maclean at Edinburgh City Centre Management have also developed a number of ‘satellite’ farmers’ markets in schools to promote a local foods, healthy-eating message and bring new customers to the main market – something which the judges felt could be a useful example for others in developing farmers’ markets.

Regional finalists for this award were:
Midlands: Kings Norton Farmers’ Market, Birmingham
Scotland and the North: Edinburgh Farmers’ Market
South East: Milford Farmers’ Market, Surrey
South-West: Stroud Farmers’ Market, Gloucestershire
Wales: Haverfordwest Farmers’ Market, Pembrokeshire

Garsons, Esher receiving their PYO of the Year award

The Award for best PICK-YOUR-OWN was presented for the first time this year, sponsored by The Grower magazine. Top honours went to Garsons, Esher which was, in the opinion of the inspector for the Award and the judging panel, exemplary in every way. The Award was assessed from the viewpoint of customers so that factors of customer service - such as ease of access, user-friendly layout, signage and information - were most important, along with crop range and quality. Garsons, owned and managed by the Thompson family, is also the largest PYO in the UK with some 200 acres on offer; however the judges were keen to stress that Garsons did not win the Award for the scale of its operation but for its professionalism.

Pick-Your-Own has been growing in popularity again in recent years as customers continue to find ways of engaging more directly with seasonal produce. One of its challenges is that, with the opening of each season, customers have to be reminded about its existence afresh.

Garsons, Esher receiving the new Marketing award from Stuart Dixon, Reddipak

Garsons, Esher, also won the MARKETING award from FARMA, sponsored by Reddipak. This award, also in its inaugural year, sought to reward well-considered marketing campaigns based on business planning, risk assessment and results measurement. The Garsons entry embraced all aspects and presented a well-constructed campaign implemented by Ben Thompson and overseen by marketing director, Peter Thompson, to promote the Pick-Your-Own in 2006 using an email newsletter sent directly to customers and carefully targeted public relations activity. With more than 1,200 customers signed up for the e-newsletter, the result was PYO sales at their highest level ever in all the 25 years of Garsons operation.

Gareth Jones (FARMA) presents Community Spirit award for the late Charles Newey to Linda, his partner. Looking on, the Deddington Farmers' Market management team.

Finally, FARMA COMMUNITY SPIRIT AWARD went to Charles Newey, Deddington Farmers’ Market, Oxfordshire, in recognition of his energy and dedication to the establishment of the farmers’ market which has been entirely instrumental in bringing the village community together and providing an excellent outlet for local farmers’ produce. Charles passed away in August but his legacy lives on in a thriving farmers’ market supported by a team which was motivated by him to take up the opportunity.

Many thanks to all our sponsors!

The 2007 FARMA conference will be in Huntingdon, Cambridgeshire on the 12-14 November! See you there!

The FARMA National Conference 2006 will take place the Riviera Conference Centre, Torquay, on 12-15 November

Tours: Sunday 12 November & Monday 13 November

Conference: Tuesday 14 and Wednesday 15 November.

The biggest and best yet at the Riviera Conference Centre, Torquay, 12-15 November 2006
Our focus is on business building in an increasingly challenging environment, showing how farm retailers take the lead in demonstrating sound environmental practice, conservation and self-sufficiency. Respect for landscape, food and people inform our debates.

All events are ticketed, there will be package prices for people wishing to come for more than a day. The trade show on Tuesday is free to anyone wishing to attend, pre-registration recommended (check the website for details from September). Accommodation has been reserved at the four-star Grand Hotel nearby on the sea-front at special rates, or you can book at any of dozens of nearby guest houses and small hotels.

What's on offer?

Sunday 12 November - start of a two day tour of west-country farm retailing businesses, staying on Sunday night at the Lands End Hotel at the tip of Cornwall. For those not embarking on this there's an opportunity to visit Hugh Fearnley-Whittingstall's River Cottage HQ in Dorset for a truly local banquet, from 5.30pm. Note that numbers for the tour are limited to one coach (49) and for the River Cottage treat there is a limit of 40 people.

Monday 13 November - a choice of four different tours set out to visit farm retail businesses in the region while, at the Riviera Conference Centre there will be a farmers' market special event featuring Gail and Doug Hayden of the California Farmers' Market Association. Gail won the USA National Farmers' Market Manager of the Year in 2005.
Evening: from 7.30pm, a West Country Supper with cider, pasties and other local foods. Followed by a rousing sing-along (or you can just enjoy listening) with The Wurzels.

Tuesday 14 November - from 9am-5pm the Making Waves trade show, How many times have you trudged around other trade shows to find the half-dozen or so stands of interest to you? Not this one! Every one of these exhibitors is interested in your business. Book too for the Conference Fringe - a number of 'masterclass' talks from experts including Guy Watson, Riverford Organics; Naomi Tickle, face-reading specialist ... Some workshops will be free of charge, there will be a ticket price for others.
Tuesday evening - the Awards Banquet and dance to Dragonsfly, music for the soul.

Plus! from 10am-4pm the Making Waves focus on food and health: hear from the Healthy Start team about fresh produce vouchers for mothers and low income families; Gloucestershire chef Rob Rees on food in schools; about food procurement initiatives in the west-country and more. Ticket price applies, open to anyone interested in these issues.

Wednesday 15 November - Conference day with three to four streams of talks throughout the day including One Minute Manager techniques from the Ken Blanchard Organisation and the reflective wisdom of Satish Kumar, founder of Resurgence.

More details from FARMA from September 2006. If you are interested in a trade show space, please call 0845 4588 420 for a floor plan and prices. There are good discounts for FARMA members - ask about joining now!

Click here for booking form