Farm Retailers Ignite a National Movement for Authentic British Food with "More Than Food" Campaign

As modern life distances us from the source of our food, a powerful movement is emerging from Britain's rural retailers. Today, the Farm Retail Association (FRA) proudly launches its transformative national campaign, "More Than Food," spearheaded by beloved broadcaster and FRA Patron, Hugh Fearnley-Whittingstall. This initiative is more than just about groceries; it's a passionate call to reconnect with the origins of our food, support the backbone of our nation, and rediscover the true joy of real, local produce.

For every pound spent in a farm retail environment, an astonishing 75 pence directly benefits the local economy – a vital injection of lifeblood into our communities. This remarkable statistic underpins the "More Than Food" campaign, launching on Monday 21 July 2025, with headline sponsorship from The EPOS Bureau. The FRA aims to redefine how the nation views its food, championing the unparalleled freshness of farm-to-fork produce and its profound benefits for health, wellbeing, local economies, vibrant communities, and our environment.

A Nation's Call to Action: Supporting Our Farmers Now

British farmers face unprecedented pressures from rising costs and post-Brexit complexities, yet public appreciation for agriculture has surged, fuelled by shows like Clarkson's Farm and the FRA's tireless advocacy. Now, choosing a farm retailer is a profound gesture of support, directly investing in the resilience of rural Britain.  Reports from farm shops and markets up and down the country suggest that sales are up, and consumers are voting with their feet.

"There's an undeniable magic to buying food directly from the people who grew or reared it," comments Hugh Fearnley-Whittingstall, face of the campaign and patron of the FRA. "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. This collective network is a national treasure we must champion."

Reclaiming Authenticity: The Farm Retail Difference

In contrast to the rise of ultra-processed foods, farm shops and farmers markets offer a vital antidote – a sanctuary of authenticity and human connection. This campaign directly confronts the health threats of processed diets, encouraging a return to locally sourced, naturally grown ingredients.

"We felt an urgent need to launch this campaign now," states Emma Mosey, Chair of the FRA and owner of Yolk Farm. "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. Across the UK, farm retail businesses contribute £1.4 billion to the economy and proudly support over 25,000 rural jobs – real people building real futures."

The "More Than Food" campaign will capture the nation's imagination, highlighting farm retail's core pillars:
•    FRESH: Unbeatable quality, often harvested hours before sale.
•    LOCAL: Supporting British farmers, communities, and economies.
•    EXPERIENCE: A welcoming, engaging, and personal shopping journey.
•    SUSTAINABILITY: Reducing food miles and promoting ethical practices.
•    FOOD ADVENTURE: Discovering unique, artisanal products and seasonal delights.

An innovative "guerrilla marketing" initiative will see 30x30mm stickers (with QR codes/web links) placed on bestselling products in 200 member farm shops and markets. These will direct consumers to the Campaign's immersive online hub to discover stories, local retailers, and the transformative benefits of farm-fresh produce, and will be supported by an invigorating social media campaign.

A United Front: Thanking Our Visionary Partners

This ambitious campaign is made possible by our incredible partners. A heartfelt thank you to our Headline Sponsor, The EPOS Bureau, and our Supporting Sponsors: Dole Foods, Popcorn Kitchen, and Quinton Edwards. Special appreciation goes to our Photography Partner, Olivia Brabbs, and our Videographer Partner, Manto Films, for their exceptional talent.

Join the Movement: Discover "More Than Food"

The "More Than Food" campaign is a rallying cry for a healthier, more connected, and economically vibrant Britain. It's a chance for consumers to vote with their wallets for quality, community, and the future of our farms.

Farm retailers are already working hard to build resilience within their businesses, by diversifying product ranges, and introducing technology like The EPOS Bureau to help boost efficiency and open opportunities to new ventures and offerings for customers. 
But local and national support will be critical to the future of these businesses – and it is critical we retain them for the good of our communities, environment, economy, and health.  

To find out more about the "More Than Food" campaign, discover why choosing farm retail offers truly unparalleled benefits, and locate your nearest farm shop or farmers market, please visit: www.farmretail.co.uk/morethanfood