Consumer direct initiatives in North West England farmers’ markets

An investigation into the viability, sustainability and future developments of farmers’ markets in North West England was carried out in 2001. For this purpose, the attitudes of consumers, traders and organisers were surveyed. A primary research study was developed specifically to study North West farmers’ markets and to survey consumer attitudes to other direct selling initiatives. Both qualitative and quantitative methods were used for data collection. A total of 34 farmers’ markets were active in the North West .The highest density was found in Cumbria. Over half of the markets in the North West were thriving or developing. However, more than 60 per cent of those in Lancashire were classified as surviving. Findings showed that customer loyalty was a key factor. A lack of funding for promotion and low produce diversity were identified as major problems. The study concluded that there appears to be a potential for growing and sustainable farmers’ markets, provided that the problems identified by this study are addressed.