‘Guerrilla’ marketing campaign rolls out to promote natural local food

A new marketing drive by the Farm Retail Association is encouraging shoppers to buy locally sourced, natural food.

Spearheaded by broadcaster and FRA patron Hugh Fearnley-Whittingstall, the ‘More Than Food’ campaign aims to redefine how British consumers view food, while promoting the freshness of farm-to-fork produce and its benefits for wellbeing, local economies, communities and the environment. It also encourages a return to local, naturally grown ingredients.

“There’s an undeniable magic to buying food directly from the people who grew or reared it,” said Fearnley-Whittingstall. “Individually, farm retail outlets offer something wonderful. But as a national network, they play a monumental role – empowering farmers, strengthening regional economies, providing fresh food and cutting food miles.”

Activity kicked off this week with a ‘guerrilla marketing’ initiative in which stickers featuring QR codes with web links were placed on products in 200 FRA-member farm shops and markets.

The links direct consumers to the campaign’s website, where they can discover stories, find local retailers, and learn about the benefits of farm-fresh produce. The drive will be supported by a social media campaign.

According to the FRA, for every pound spent in a farm retail environment, 75 pence directly benefits the local economy. Although strong trading has been reported by farm shops and markets across the country, farmers faced continued pressure from rising costs and post-Brexit complexities, the body stressed.

“We felt an urgent need to launch this campaign now,” said Emma Mosey, FRA chair and owner of Yolk Farm in North Yorkshire. “As high streets decline, farm shops and markets become vital ‘bricks and mortar’ hubs. They are vibrant social spaces, economic anchors, and a celebration of our farming heritage.”

The work of the FRA, and TV shows such as Clarkson’s Farm, had driven a surge in public appreciation for agriculture, she added.

In January, the FRA relaunched its certification scheme designed to give the public a clear understanding of which operations are ‘true’ farmers’ markets.