Leading figures from the food and farming industries, non-profit environment and consumer organisations, and the media have pledged their support for a new Countryside Agency campaign. Launched today at the Royal Show, 'Eat the View' intends to brin...
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Key Players To Steer Countryside Agency's Local Products - 3 July 2000

Leading figures from the food and farming industries, non-profit environment and consumer organisations, and the media have pledged their support for a new Countryside Agency campaign. Launched today at the Royal Show, 'Eat the View' intends to bring consumers and producers closer together and help develop stronger markets for products that help to conserve the countryside.
Taking up positions on the campaign's Advisory Panel, the 12 individuals will steer the project. Chaired by Ewen Cameron, chairman of the Countryside Agency. members include: Sir William Lawrence (English Tourism Council), Dr Richard Hutchins (Institute of Grocery Distribution), Peter Nixon (National Trust), Charlotte Lawson (Food From Britain), Graham Wynne (RSPB), Stuart Gates (Fortnum & Mason), William Kendall (Whole Earth Foods), Patrick Holden (Soil Association), Henrietta Green (journalist and broadcaster), and Richard MacDonald (NFU).

New Countryside Agency research reveals a strong consumer appetite for local and sustainably produced products. In just over two years, the number of farmers' markets has shot up from single figures to more than 200 across the country. Based on the traditional model, a farmers' markets sells locally produced goods to local people with stall holders having grown, reared, cooked, brewed or baked the goods themselves. Annual turnover is estimated to be at £65 million a year currently and if growth continues at its present rate will top £100 million by Spring 2001.

As part of the Eat the View project, the Agency and its advisors will conduct extensive research to determine the economic significance of markets for sustainable produce. Research will also determine what proportion of the market for any single commodity could be satisfied by products which are produced and marketed in ways which are inherently more beneficial to the countryside than 'conventional' products. Tracking public awareness and concerns will help them evaluate the success of the campaign.

For many producers looking to diversify or add value, making the transition from producer to retailer can be difficult. Eat the View will create opportunities to provide training and advice.