Emma Mosey, chair of the Farm Retail Association, looks at what the coming year could mean for farm shops and other independent food and drink retailers
In my three years as chair of the Farm Retail Association, I have learnt a few things. The most crucial of which is how unique our industry is and how – rather than trying to emulate larger retailers, who are in the business of price wars and lowering quality – we must stand ever stronger in our core values and in what makes us special and unique.
Specialist food retailers are crucial in maintaining our food culture and allowing it to flourish. Shopping with us is about More Than Food – as our 2025 PR campaign with Hugh Fearnley-Whittingstall and Prue Leith articulated. It is about local economy, protecting local farmers and producers, enhancing our communities, and educating the next generation at a time when enjoying and understanding what we eat seems to no longer be considered an essential part of being human.
Ten thousand years ago, farming gave us community, it gave us homes as we settled to grow our own crops. Now, in 2025, it is too easy to see food as a commodity, rather than crucial nourishment. As we look to 2026, here are my two pence worth on the challenges, and opportunities, the modern world offers us.
The key message for 2026 is simple: We must double down on being different.
Proving value, not price
Our primary challenge remains the cost of living. Customers are making tougher choices, and while loyalty is high, they are scrutinising every pound spent. This puts farm shops and specialist retailers in direct competition with the deep discounts of mainstream supermarkets. Our strategy must not be to compete on price – a battle we cannot win – but to aggressively market our irresistible value proposition.
This means demonstrating provenance, celebrating the story behind the product, promoting the low food miles, and reinforcing the investment we make in the local economy (where approximately 75p in every £1 spent stays local). For producers supplying these shops, this means providing retailers with rich, engaging content and stories to share with customers.
The experience economy
Footfall is no longer enough: we need to convert visits into experiences. The successful farm shop in 2026 will evolve into a multifaceted destination. This means integrating outstanding retail with complementary offerings – from high-quality cafés and restaurants that champion the shop’s own produce, to events such as pick-your-own, seasonal trails, and workshops. These ancillary businesses drive traffic, boost margin, and solidify the farm shop as a social and community hub, not just a place to buy groceries.
Local sourcing and the supply chain edge
The turbulence of global supply chains continues to create uncertainty. This is a massive opportunity for farm shops and farmers’ markets. As specialist food retailers, our strength lies in our short supply chain and close relationships with producers. In 2026, we should be leveraging this to guarantee quality, consistency, and traceability. Customers will continue to reward authenticity and ethical sourcing. The Farm Retail Association’s Real Farmers Market Accreditation Scheme is a great example of formalising this commitment.
Operational efficiency and digital integration
The days of paper-based admin are over. To offset rising costs in wages and utilities, every retailer must commit to operational efficiency. For farm shops, this involves integrating better inventory management, streamlining the checkout experience, and using data analytics to understand what customers are truly buying. Producers must also consider how they can better support retailers through integrated ordering and delivery systems. The time saved through technology is time that can be reinvested in customer service: the ultimate differentiator.
A stronger voice for a new era
The challenges of 2026 are simply catalysts for innovation. By focusing on the experience economy, we transform footfall into valuable customer relationships. By leveraging local sourcing, we future proof our supply chains and guarantee the provenance customers crave. And by embracing digital efficiency, we free up precious time to invest in the excellent service that truly differentiates us.
As I hand the Farm Retail Association chairmanship to Ben Loughrey of Over Farm in March, I do so with absolute confidence in this sector’s future. Our industry holds the key to the authentic, sustainable, and community-focused food culture Britain wants.
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