More Than Food campaign: Prue Leith encourages people to shop local and support farmers
7th September 2025
TV presenter Prue Leith will support the More Than Food campaign, shining a spotlight on farmers markets and the vital role they play in communities across the UK.
The Farm Retail Association (FRA) has announced the second phase of its nationwide campaign, building on a highly successful launch fronted by campaign patron Hugh Fearnley-Whittingstall.
Prue Leith has been speaking passionately about the importance of supporting farmers markets. She said: “Food tastes better from a farmers market because it’s fresher.
“Supermarkets have a long food chain, so it can take days or even weeks for food to reach us, whereas if you buy from a farmers market, it will taste fantastic. It’s important to get great food, but farmers markets bring something else.
“It’s the best day of the week, it’s when the whole village turns out and communities come together. It’s a social event, and it’s glorious! If you’ve never been to a farmers market or farm shop, give it a go! It’s fun, and you’ll come with a lot more than you meant to!”
‘Bringing people and communities together’
At the heart of the campaign is a call for shoppers to look for and support accredited FRA member farmers markets. Accreditation ensures that markets meet strict standards:
Authenticity and provenance – produce is genuinely local and sold by the people who grow it, make it and understand it.
Quality and freshness – customers know they are buying seasonal food at its very best, that has done very little food miles and is direct from local farmers.
Trust and reassurance – the FRA reassures communities that the market is professionally run and that the correct insurance is in place.
FRA said that by choosing an accredited farmers market, shoppers are not just buying delicious local food; they are supporting farmers, growers, and makers who are keeping Britain’s food culture alive.
Emma Mosey, chair of the Farm Retail Association, said: “We’re proud to highlight the difference that accredited farmers markets make. Many of our farmers market members are celebrating 25 years this September, which is a testament to how they strengthen rural economies, reduce food miles, and give people access to real food they can trust. With Prue’s support, we can show just how powerful markets are in bringing people and communities together.”
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, click here.
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