While shoppers in most stores are greeted by PA announcements or pop music, at Garsons it's the farmyard surroundings and all the associated scenes that draw attention.

The character of the food hall has been created by following one simple rule - keep it natural. The painstakingly restored

19th-century farm building still has many of its original features - heavy grey flagstones that keep the inside cool (even in the heat of summer), whitewashed stone walls and sturdy oak wall and ceiling beams.

Fresh produce is and always has been the family-run business's star product allowing it to compete with the major multiples very much on its own terms. Seasonal produce from the farm's enormously popular pick-your-own fields is granted pride of place at the shop's entrance, while long wooden tables laden with a comprehensive offer of fresh fruit and vegetables stretch across its interior.

Garsons began life in 1871, when founder George Henry Thompson started supplying his fruit and vegetables to greengrocers at London's Borough Market. Back then, the 20-mile trip from its base in Esher, Surrey to the capital took a full 24 hours by horse and cart.

Thirty years ago, Garsons stopped selling its fruit and vegetables to wholesalers and opened up its 100 acres of

fields to the public - creating what is now the UK's largest pick-your-own centre and

farm shop complex.

The farm's popularity has been escalating steadily each year and the shop attracted more than half a million visitors in 2006. Last year it benefited from an extensive refurbishment programme.

Selling space was increased to just over 4,000 sq ft and a large new delicatessen counter

installed, offering a wide range of

artisan cheeses from the UK and the Continent.

"The increase in space has also enabled us to extend our ranges of premium branded goods and to stock more produce from local suppliers, which is incredibly important to us," says managing director Peter Thompson, great-great-grandson of George Henry.

The shop stocks a wide range of local products, including seasonal meat and game, cakes, soups, preserves and frozen ready meals. It has also recently introduced a "75 miles or less" scheme that identifies

products from the local area with clearly labelled point-of-sale material - all of which is made in-house.

"Local sourcing has become a massive issue for shoppers, much more so than organics, and the flexible nature of our business has enabled us to respond to it quickly," says Thompson.

Three months ago the shop

also introduced a small Cook concession and a dedicated US section, complete with Hershey bars and Marshmallow Fluff.

While Garsons doesn't grow organic produce, or sell very much of it, the company endeavours to be environmentally minded. Pesticide usage is kept to a minimum and all water is pumped from the nearby river Mole. Plastic bag recycling is also strongly encouraged.

Garsons' only real competitor is Waitrose - incredibly there are five within a four-mile radius of the farm - but Thompson isn't worried. "Our customers don't just come here for the food - it's also a lovely place to visit and pass a few hours."

The farm complex also boasts a huge garden centre, premium gift shop, pool centre, customer café and restaurant. More than 40 different crops and five types of flowers can also be picked on the farm's fields throughout the warmer months.

"Being family-owned lets us be far more reactive than supermarkets," says Thompson. "We can change displays, extend ranges and introduce initiatives at will.

"We are also closer to our customers, many of whom conduct a full grocery shop here each week - and pass on great ideas for concepts we can develop." n