The National Farmers’ Retail & Markets Association (FARMA) insists it will not compromise on the quality of its seasonal veg and is urging customers to buy direct from farmers to receive value for money.

FARMA, which represents farm retailers all over the UK, believes farm shops can still thrive through the difficult economic climate if consumers “cut out the middle-man”.

YouGov, which conducts independent polls, has gathered data for the last five years which shows that farmers’ markets and farm shops are consistently popular with one-third of the UK population.

FARMA is a 700-strong farmer-owned co-operative that represents and supports direct sales to the consumer in all its forms: farm shops, pick-your-own farms, farmers’ markets, box schemes and internet sales.