The Farm Shop Phenomenon

Could this be the breed of cattle needed at Richmond TAFE? Occombe Farm's 'Willow'

One of the informative noticeboards at Occombe Farm, an organic farm shop

Part of the dairy cow group at Taverner's 'Orange Elephant' farm shop, Kennford near Exeter

The Farm Shop at Darts Farm, near Exeter, Devon

England has seen a surge in the number of farm shop outlets over the past 20 years. Growing from a single roadside stall offering fresh-picked produce, some shops are now complex retail outlets competing with high streets and supermarkets.

Darts Farm at Topsham began life as a vegetable farm and was a centre for the supply of farm inputs including chemicals. The farm still produces fresh vegetables for sale but now has a new complex of shops including fresh produce, a butchery, delicatessen, small supermarket and a cafe and restaurant. Additionally, a kitchen and Aga cooker shop, a Pilates and health studio, a fishing shop with cafe attached and a camping and outdoors centre complete the complex which is now in a semi-suburban area. This is up at the top level of farm shops: close to a large city, on the fringe of an area noted for its recreational value and catering to a relatively high socio-economic group (judging by the make of cars in the car park). Prices for vegetables were slightly higher per kg, and the source of the produce was noted on each display. Local sources were highlighted and links to producers were given.

Taverner's 'Orange Elephant' farm shop is located about 15 minutes drive from Exeter. In a rural setting, the shop is located in amongst dairy and farm buildings. Operating for more than 12 years, the farm shop started out selling pork and eggs produced on the farm. Foot and mouth disease meant no more pigs so a dairy herd was established along with a beef suckler cow herd. The shop contains fresh fruit and vegetable section, jams, preserves and honey, and a butchery selling meat from the farm. The animals are processed at Ashburton (about 20 miles away) and other meat products are sourced from local suppliers. The Orange Elephant name derives from the South Devon cattle found in the area: noted as dual-purpose (dairy/beef) animals, they are an orange colour and are a large framed animal (see photo). Taverners are reintroducing crossbred South Devon/ Friesian cows into their milking herd, and as such are standing away from the other local dairy herds. Some of the milk from the dairy is processed into ice cream at the farm and visitors can view parts of the process while at the shop.

John, the butcher at the shop, indicated that the aim was to maintain the customer's interest beyond the novelty of the shop. Retention of the customer was linked to high quality produce, fresh and seasonal fruit and vegetables and the expectation that some items were not available outside the season as opposed to the importation of goods by supermarkets. The product range is now over 5 times larger than that offered 10 years ago. There was a high standard expected of the food products sourced from outside the farm as the reputation of the shop was on the line with every item. Local district suppliers and Devon-based producers were sought for the outside lines and each product's source farm was identified.

Future plans include a walk amongst the cows in their summer fields and observation areas in the milking parlour for visitors.

Occombe Organic Farm Shop is between the seaside towns of Torquay (what would you expect to see from a Torquay hotel window?) and Paignton in south Devon. Run under organic principles, the farm includes livestock (cows, sheep, chickens) as well as community vegetable gardens and fruit orchards. The product range in the shop is almost strictly organic, with suppliers and their location easily identified. Some sources are in overseas countries as the range of products is extensive. A fully fitted cafe and restaurant are attached to the shop with outdoor area for seating and children's playing areas.

The farm has a nature and farm walk where you head off on a trail through paddocks, sorry, fields, and into woodland and natural areas. Well signposted and with well-closing gates it is about 20-30 minutes of peaceful rambling.

The farm has a keen eye on community involvement with regular planting days and workshops for farm crafts.