Agriculture Reference
In-Depth Information
unusual niche local produce and provide a relaxed and pleasant 'back to
nature' shopping experience. We say authentic fresh local produce, as many
consumers in some countries have lost trust in supermarkets' honesty in
their claims.
Before opening a farm shop a farmer needs to be able to answer five
important questions.
1
Do I have the right location?
Is there a large residential population nearby and do they have easy access
to the farm site? Is the farm in an attractive location to visit and can the con-
sumer see the shop from the road?
There is a retail slogan: location, location, location. Farms are located in
rural settings and are attracting urban consumers who tend not to wander
too far from the beaten track. Therefore the location of the farm shop is
critical. It needs to be easily accessed from a major road and be clearly visible
from the highway.
2
Can the farm attract the right customers?
Fig. 3.3.
It is easy to convert a farm building into a retail operation as can be seen by
this farm in the UK.
Before setting up any type of business it is advisable to carry out a survey
of the type of consumers in the catchment area. Who are they (age, sex,
occupation, income and lifestyle interests)? Are the majority of the potential
consumers going to be locals, day visitors or vacationing visitors?
