UK: TRENDIEST CONSUMERS IN LONDON NOT LOOKING TO THE RUNWAYS BUT RATHER TO FARMERS MARKET SCENE PROVIDING A NEW WAY TO SHOP

Record ID: 496390

  • Title: UK: TRENDIEST CONSUMERS IN LONDON NOT LOOKING TO THE RUNWAYS BUT RATHER TO FARMERS MARKET SCENE PROVIDING A NEW WAY TO SHOP
  • Date: 24th May 2000
  • Summary: LONDON, ENGLAND, UNITED KINGDOM (MAY 24, 2000) (REUTERS) 1. SLV SWISS COTTAGE FARMERS MARKET AND PEOPLE SHOPPING 0.10 2. MV MEDIUM SHOT OF PEOPLE BUYING VEGETABLES FROM FARMER 0.15 3. SCU CLOSE UP OF ASPARAGUS AND RASBERRIES 0.21 4. MV LINDA DEME, FRUIT AND APPLE JUICE PRODUCER FROM CHEGWORTH, KENT, PUTTING JIUCE INTO BAG FOR CUSTOMER 0.26 5. SCU CU ON BOTTLES OF JUICE 0.30 6. SV SOUNDBITE (English) LINDA DEME, SAYING "It's better because we're selling direct and we can explain to the people what we're selling, the different varieties of apples, how we make the juice, what apples we use for the juice, and they (customers) like it. They do like it rather than going into a supermarket and it's all very clinical." 0.46 7. MV MEDIUM SHOT OF BREAD 0.52 8. CU OF BREAD 0.56 9. MV MEDIUM SHOT OF MARK CAVANAUGH, LONDON (PADDINGTON) RESIDENT AND LOUISE VALENTINE OF LINCOLNSHIRE BUYING BREAD 1.02 10. CU OF CAVANAUGH AND VALENTINE 1.09 11. MV MEDIUM SHOT OF BAKERS SELLING THEIR BREAD 1.18 12. SV SOUNDBITE (English) FARMER'S MARKET CUSTOMER LOUISE VALENTINE, SAYING: "I think it's really lovely there's a violinist playing some nice music and it's just off a busy road but its got a lot of really natural things going on and everybody's bringing all of their things for you to buy and it's so much nicer, the city life people just use supermarkets all the time and it's really bad." 1.34 13. CU OF VIOLINIST PAN TO BREAD 1.42 14. MV CELIA DAVIES, LONDON (SWISS COTTAGE) RESIDENT WALKING THROUGH MARKET 1.47 15. SV SOUNDBITE (English) FARMER'S MARKET CUSTOMER CELIA DAVIES, SAYING: "I think it's a nice community thing, I'm beginning to get to know lots of the storeholders. And, so, there's a very friendly atmosphere, it's like a really nice social outing when you come." 2.00 16. MV PEOPLE TALKING WHILE SNACKING ON PURCHASES 2.06 17. FRANK UNDERWOOD, LONDON (MAIDA VALE) RESIDENT WALKING THROUGH MARKET 2.11 18. SV SOUNDBITE (English) FARMER'S MARKET CUSTOMER FRANK UNDERWOOD, SAYING "The vegetables are always very fresh. They do taste a lot different from what you buy in the supermarket." 2.20 19. MV FARMER PUTTING GREEN INTO A BAG AND HANDING TO CUSTOMER 2.26 20. CU OF FRUIT 2.31 21. BV RICHARD BEARD, GOAT CHEESE PRODUCER FROM ROCHESTER KENT, SELLING CHEESE TO CUSTOMER 2.37 22. CU ON GOAT CHEESE 2.40 23. SV SOUNDBITE (English) RICHARD BEARD, SAYING: "We bring in the cheese and put it on taste, if people like it we sell it." 2.45 24. MV CUSTOMER TALKING TO NIALL CRAWLEY-MOORE, PORK PRODUCER FROM LINGFIELD, ABOUT PURCHASING A PIECE OF PORK 2.55 25. SV SOUNDBITE (English) NIALL CRAWLEY-MOORE, SAYING "We were loosing between thirty and thirty five pound every pig we sold. It was actually costing me that to send them to the slaughter house. When we started doing this, we started making money again." 3.05 26. MV MEDIUM SHOT OF MARKET 3.11 Initials Script is copyright Reuters Limited. All rights reserved
  • Embargoed: 8th June 2000 13:00
  • Keywords:
  • Location: LONDON, ENGLAND, UNITED KINGDOM
  • Country: United Kingdom
  • Reuters ID: LVA3FMNOQUS6NIH53MARKZ39ONZ6
  • Story Text: The trendiest consumers in London are not looking to the
    runways this spring, but rather to the farmers.

    Less than a year old, the farmer's market scene in London
    is providing consumers a new way to shop.



    Situated in the middle of bustling London, the Swiss
    Cottage Farmers Market officially opened it's "doors" last
    Septermber and consumers have been flocking to this oasis ever
    since.

    Farmer's markets are a new way for Londoners to buy
    groceries, allowing customers to talk directly with the
    producers of the vegetables, fruit and meat. Some farmers
    believe that being able to meet the consumers has helped to
    sell their products.

    "It's better because we're selling direct and we can
    explain to the people what we're selling, the different
    varieties of apples, how we make the juice, what apples we use
    for the juice, and they (customers) like it. They do like it
    rather than going into a supermarket and it's all very
    clinical," said Limda Deme a fruit and apple juice producer
    from Chegworth, Kent.

    The markets are set up through a group called the
    Wheatland Farmers Market Association. The association allows
    local farmers to sell their products direct to the customer
    instead of going through a supermarket. Meat, goat cheese,
    fruit, vegetables, honey and bread must all be produced, grown
    or made by the seller.

    Farmers market customers for the first time, Mark Cavanaugh
    and Louise Valentine said that the markets provided
    a way to get great food in the context of a nice atmosphere.

    "I think it's really lovely there's a violinist playing
    some nice music and it's just off a busy road but its got a
    lot of really natural things going on and everybody's bringing
    all of their things for you to buy and it's so much nicer, the
    city life people just use supermarkets all the time and it's
    really bad," said Valentine, a Lincolnshire resident.

    A local resident to the market, Celia Davies said she
    enjoys coming because of the atmosphere and because she likes
    to support the farmers.

    "I think it's a nice community thing, I'm beginning to
    get to know lots of the storeholders. And, so, there's a very
    friendly atmosphere, it's like a really nice social outing
    when you come," Davies said.

    And other customers said they come to the market for the
    quality and freshness of the food.

    "The vegetables are always very fresh. They do taste a
    lot different from what you buy in the supermarket," said
    Frank Underwood, a London (Maida Vale) resident.

    The farmers also benefit from the markets because some
    say that customers will buy more because they can taste their
    purchases beforehand.

    "We bring in the cheese and put it on taste, if people
    like it we sell it," said Richard Beard, a goat cheese
    producer.

    Other farmers say if it weren't for the markets, their
    business would not be around without the farmers markets.

    "We were loosing between 30 and 35 pound every pig we
    sold. It was actually costing me that to send them to the
    slaughter house. When we started doing this, we started making
    money again," said Niall Crawley-Moore, a pork producer.

    But for now the mutually beneficial markets looks like it
    won't be a passing fad.


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