3 One of the biggest supermarket chains in the UK has expressed an interest in the farmers’ market phenomenon. Write a brief report outlining and justifying what you see as the major threats currently posed to a supermarket chain by farmers’ markets and make recommendations for countering or minimising those threats. Farmers’ markets are springing up in towns and cities all over the place! You only have to read the lifestyle pages of the quality newspapers to see how the cookery editors are raving over the quality and range of produce these markets supply, and how a farmers’ market in the neighbourhood can increase the value of your house. So what are farmers’ markets and why have they suddenly become so trendy?

According to the National Farmers’ Retail & Markets Association (FARMA), A farmers’ market 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. (http://www.farmersmarkets.net)

‘Local area’ is defined by FARMA as being within 50 miles or within the county boundary. The precise criteria vary from market to market, however. Most impose a 30-mile boundary, while London Farmers’ Markets allow a 100-mile radius around the M25.