Supermarket convenience forces farm shop to adapt

For farm shop owner Paul Conway, everyone in the industry faces the same struggle.

"Competing with supermarkets that have everything under one roof," said Conway, who runs Homefields Farm Shop.

"In the last six years or so we have seen that customers want more convenience. They want a wider selection of produce."

Since 2019, half of the island's of long-running farm shops have closed their doors, according to a Genuine Jersey report. Despite the headwinds, those in the industry insist there is still demand for farm shops but the way they are being used is changing.

In June, Holme Grown Jersey closed, with its owners saying they had been "swimming against a tide" after operating for nearly half a century.

Reflecting on the industry's future, Conway said customers lacked time but still appreciated fresh produce.

The shop has submitted plans to extend to create a larger floor space to accommodate a butchery, outdoor area and wider local food range.

Conway said: "People want to buy fresh produce but really buy some other essential ingredients along with those things.

"This is always going to be an independent retailer, but there's a way that we can provide local produce and fresh and seasonal produce from around the world with staples for your pantry, rice and pastas, things like that - complimentary items that help you build a bigger meal."

Honesty boxes, a staple of Channel Islands life, also face difficulties, according to one retailer.

The trust-based system relies on customers paying for what they take.

However, Amy Carré, from Carré Farms, said she was forced to close one of her honesty boxes after repeated thefts.

"It makes it sad really and it kind of takes away what's so unique from Jersey being able to do it," she said.

"It's just a few people that ruin it for everybody else."

Despite the setback, Carré has adapted by opening a pop-up honesty shop housed inside a converted shipping container equipped with CCTV cameras.

She said the response from customers had been overwhelmingly positive.

While there are challenges, Genuine Jersey said interest in local food was growing as consumers become more engaged with where their produce comes from.

John Garton, from the association, said farmers markets he organises were drawing in "thousands" and created a "buzz about the amazing produce that producers are growing".

"I think there's a very bright future for local produce, local farm shops and local producers," he said.

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