Members' Training Courses

Developing your team is crucial to the future success of your business. We have developed a series of training courses specifically for our members. If you or any of your team would be interested in attending one of the training courses please look at the details and contact the FRA office.

Members’ Training and Development Courses for Owners, Managers and the Team

Courses range from customer service, sales, leadership, social media and food safety and are delivered by our trusted supplier members. The quality of the training is first class and each trainer is an expert in the course content chosen field.

Most courses a single day, some are half day, some multiple days or via webinar.


Training Courses Spring/Summer 2019

Leadership and Dealing With Difficult Situations

A two day course for Team Leaders/Supervisors/Senior Management working in farm retail. Led by Ian Kelsall of Insight6. 

The course will take place at Apley Farm Shop, Norton, Shifnal, TF11 9EF

Day 1: Mon 3rd June, 10am - 4.30pm - Topics Covered

  • What is the difference between a manager and a leader?
  • The three elements of great communication
  • The art of active listening and being understood
  • Empathy, collaboration and trust
  • Giving Great Feedback and Having Difficult Conversations
  • Inspiring Great Performance 
  • Action Planning - what will you be doing differently?

Day 2: Mon 15th July, 10am - 4.30pm - Learning Lookback Session

  • What has gone well? What have you been doing differently that has worked?
  • What are you struggling with? What have you tried to implement? Experience share from the rest of the group to help
  • Coaching - Challenge & Support session
  • Coaching - Opportunity for everyone to practice their skills in a facilitated Action Learning Set

The Workshop will be led by Ian Kelsall from Insight6...Ian was a Tesco top manager, running one of their largest Tesco Extras in Staffordshire. He is an experienced leader who is passionate about inspiring colleagues to deliver operational improvement and exceptional levels of service to improve the overall customer experience. He has worked across many sectors (major grocery multiples, fashion & general merchandise, healthcare & pharmacy, fuel & convenience), in the UK and Europe, with a great understanding of the changing landscape for UK consumers.

Cost for both days £195 + VAT per delegate plus £10 + VAT per day for refreshments and light lunch. Total £215 + £43 VAT + £258. Price shown below includes VAT. Click the link below to book with a credit card.

Delivering Better Service

Introduction: The customer service experience is the single most important factor as to why a customer will return to your shop. If your whole team appreciates and understands your customers needs your business will thrive. This course will ensure that they do!

Who is this course for? Your whole team - both customer facing and those working behind the scenes. This course will cover:

• The importance of the first impression
• The role body language plays in creating great customer service
• Appreciate that colleagues are also very important customers!
• Put themselves in their customers’ shoes
• Develop strategies to improve the “customer journey”
• Developing five golden rules about customer service
• Individually make at least five personal customer service improvements

This course is highly motivational and has been attended by thousands of food retail team members.

6th JuneMidlands/South - Jolly Nice, Gloucester
17th June

Scotland - Craigies Farm Shop, Edinburgh (was 28 May)

4th July

Midlands/South - Jolly Nice, Gloucester (New date)


Times: These are half day training courses, planned to run in the mornings. 09.30 - 12.30pm

Cost: £75pp + VAT. Click the link below to book with a credit card. 

Combined course: If you book the Delivering Better Service and the Helping to People to Buy half day courses below on the same day & venue, lunch will be included.

Helping People To Buy

Introduction: Developing the extra sale from each customer is a subtle but a very necessary skills to create more profit. The art of asking the right questions to produce more sales, is in its own right, something that needs guidance and practice. This course will help your team develop the confidence do just that.

Who is this course for? All team members who are customer facing.

This course will cover:

• Discuss the team’s experiences of helping customers to buy more products
• Identify the different needs of customers and who is ‘open’ to buy more
• Learn how to ask the right questions to identify customer needs
• Learn how to respond to different customer needs
• Learn how asking the right questions helps customers to buy more
• Develop an action plan

6th JuneMidlands/South - Jolly Nice, Gloucester (1pm - 4pm)
17th JuneScotland - Craigies, Edinburgh (1pm - 4pm)
4th JulyMidlands/South - Jolly Nice, Gloucester (1pm - 4pm)


Times: These are half day training courses.

Cost: £75pp + VAT
Click the link below to book with a credit card. 

Combined course: If you book the Delivering Better Service and the Helping to People to Buy half day courses on the same day & venue, lunch will be included.



Full Range of Courses on Offer

1    A Day in the Life of a Corporate Supermarket Manager
2    Building and Managing Successful Teams
3    Communication Skills for Leaders and Managers
4    Delivering a Memorable Service Experience
5    Developing Your Shop’s Customer Journey
6    Helping the Customer to Buy
7    How to Delegate really effectively
8    Leadership - Management for farm retailers
9    Performance Management - Business
10  Performance Management - People
11  Social Media Success in 4 Easy Steps
12  Train the Trainer
13  Food Safety Level 3
14  Food Safety Level 4
15  HACCP Level 2
16  HACCP Level 3
17  Upping your Coffee Experience for more profits
18  Visual Merchandising, Margins and the Maths

Click here to download a pdf copy of the training Brochure with course details & prices.

We are looking to set up more courses on a regional basis subject to demand, or the courses can be delivered just for you and your team, in your shop or farmers’ market. Prices start at £75pp for a regional course of £750 for your team only.

To register interest for a Training Course please email [email protected] or call the FRA on 0345 319 6740.