The national Farm Retail Association has announced its biggest brand overhaul in its 45 year history at the Speciality & Fine Food Fair on Wednesday 11 September at Olympia. 

The Farm Retail Association (formerly FARMA) is a not-for-profit association of the best real farm shops and real farmers' markets from across the UK.

Today it unveiled a fresh new look and vision to bring together the 1,000-plus farm shops and farmers markets operating in the UK.

Writer and broadcaster Hugh Fearnley-Whittingstall who is also Patron of the FRA, launched the rebrand with FRA chair Emma Mosey.

Fearnley-Whittingstall is a writer, campaigner and presenter best known for his River Cottage TV series as well as for fronting documentary series such as Hugh's Fish Fight, Hugh's War on Waste, Britain's Fat Fight and War on Plastic with Hugh and Anita.

He said: “I'm delighted to be joining the Farm Retail Association at Speciality & Fine Food Fair this September to celebrate the start of a new chapter for the association and to connect with the amazing farm retail community.”

Emma said: “Today marks the start of a new chapter for the FRA which we are taking to the next level in bringing farm retailers and farmers markets together. It is vital to have one strong voice for the industry, to promote local food, low food miles and local producers to consumers and to ensure farm retailers and farmers markets continue to thrive.

“Today we really want to encourage all farm retailers and farmers markets to join the FRA to really put our industry at the forefront.”

The Farm Retail Association is also thrilled to announce the launch of its highly anticipated annual conference in March 2025, themed "Profit With Purpose: Let's Grow With Integrity."

This year's event will feature an impressive line-up of renowned speakers, including Guy Singh-Watson, visionary founder of Riverford Organics; George Eustice, former Secretary of State for Environment, Food and Rural Affairs; and Nigel Barden, renowned food journalist and broadcaster. These industry leaders will share their insights on building successful and sustainable farm retail businesses while upholding strong ethical principles. Attendees can expect thought-provoking discussions, valuable networking opportunities, and practical takeaways to help them thrive in today's competitive landscape.

On the evening of the conference, the FRA’s annual awards will also be held to spotlight and celebrate innovative businesses in the industry.

Entries close on Monday 23 September and the awards will be announced on Tuesday 12th March at a glittering dinner at the Eastside Rooms in Birmingham.

Awards include Rising Star Award which celebrates business development and newcomers to the industry, to the Farm Shop Butchery of the Year Award.

Other categories include: Large Farm Shop of the Year (turnover over £1.5m); Small Farm Shop of the Year (turnover under £1.5m); Farmers’ Market of the Year; Farm Café/Restaurant of the Year; PYO of the Year; Associate Member of the Year.

The category of Pick Your Own Farm (PYO) of the Year, was shortlisted in July as judging took place in the height of the PYO season. The finalists are Craigie's Farm, West Craigie Farm, Queensferry, near Edinburgh;  Manor Farm Fruits, Hints, Tamworth, Staffordshire and Garson Farm PYO, Esher, Surrey.

All members of the Farm Retail Association are eligible to enter the awards free of charge. To find out more about joining the Farm Retail Association, contact hello@farmretail.co.uk