Profit with Purpose

From Transactions to Trust: Growing a Food Following through Passion and Authenticity

Our modern food system has become impersonal, transactional and detrimental to public health and community. Farm retailers have the antidote – authenticity – and it is our most powerful asset, converting transactions into deep-seated trust, directly driving both initial footfall and guaranteed return visits.

Hugh Fearnley-Whittingstall’s amazing work over the last few decades as a leading campaigner for ethical and sustainable food systems has connected with a significant consumer base who want retailers who embrace these transparent values. This engaging interview explores how to leverage this mindset for business growth.

Growing Footfall and Return Visitors

Tim Leunig will talk about what we can all learn from Lidl’s £10 champagne, Tesco’s Clubcard, and the DFS sale…

Tim Leunig is a multiple international prize-winning economist who has taught at the London School of Economics for 25 years. He was a senior civil servant for 12 years, including serving as Economic Adviser to two Chancellors. He invented the furlough scheme and saved 4m jobs. Today he is Director of Economics at Public First consulting.
In this session, Tim Leunig will set out how economists think about issues such a company’s value proposition, customer acquisition and customer retention. He will explain why the answers are very different for different types of business, and – hopefully – allow you to work out an answer for your business in 2026.

The Ideas Battle is a fun, interactive session where members come together to share their ideas and experiences on increasing footfall and encouraging repeat visits. Each participant will take a turn to present their idea, before the audience votes live to choose the winning team. It’s relaxed, engaging, and full of ideas you can take away and apply.

GREEN TEAM: Cheryl Cohen, Food writer and ex Farmers markets organiser  |  Barry Hutchinson, Hutchinson Hobbs |  Sarah Evans, Denstone Hall

YELLOW TEAM: Janet Harrison, Abbey Leys Community Farmers Market  |  Emma Gray, Broom House Farm  |  George Dart, Darts Farm

So you want to open a Farm Shop? The history of Strawberry Fields

Starting Strawberry growing for PYO back in the 90’s, this progressed to opening a farm shop in 2002. Jo along with her family have been focused to keep the real ethos of “fresh and niche” alive in the shop, whether from the fields, the extensive bakery with family recipes, butchery selling homebred meat, or the traditional farmhouse restaurant. Jo speaks openly of the history, and challenges along the way, also the fun times, the invaluable connection with the FRA movement and the way she see’s farm retailing in the future.

A farmers daughter from Cornwall who was raised in the tourist area of Rock, learn’t to feed visitors at a very young age which was key in her future venture of founding, along with her family, Strawberry Fields 24 years ago. Jo has been married to Roger for 43 years and have two children, Adam and Leanne, and 5 grandchildren. She has now handed the reins to her very capable son Adam and his wife Laura who are now running the company.

Through stories from his own and other businesses, Paul Hargreaves from Cotswold Fayre will show that companies that have a clear purpose in the world ahead of making money, are the more successful businesses in these challenging times.  Not only do they create more fulfilment and happiness for the people working there and the owners, but they are often making more profit too.

Panel: George Eustice, Former Secretary of State for Environment, Food and Rural Affairs 2020-22, Andrew Goodacre, CEO of British Independent Retailer Association, Dr Phil Bennion, Farmer and former MEP, chaired by Nigel Barden, food and drink broadcaster and champion

Rural retailers and farmers face significant challenges and opportunities in the modern world. This panel will explore the key trends shaping the industry, and discuss how to protect and preserve food culture in the UK.  Join us as we delve into the future of food and rural retail explore the opportunities and challenges that lie ahead.

Join Guy Singh-Watson, the visionary founder of Riverford Organic, for an inspiring session on building a successful and ethical farm retail business.

Learn how to cultivate a thriving enterprise that prioritizes integrity, sustainability, and customer satisfaction. Guy will share invaluable insights from his decades of experience, empowering you to grow your business while making a positive impact on the environment and community.

What can farm retailers learn from the larger multiples about running successful food businesses? Join us for a panel discussion with Sainsbury’s and Morrisons, chaired by Michael Lane, editor of Fine Food Digest Magazine. Our experts will discuss customer experience, product range, pricing, digital transformation, and sustainability. Don’t miss this opportunity to gain valuable insights and elevate your farm retail business

Panel: Jen Price, Director of Insight and Customer Services at Morrisons, Rob Hainsworth, Head of Change at Sainsburys, Matt Baxter, Head of Transformation at Sainsburys, chaired by Michael Lane, Editor of Fine Food Digest Magazine

From Farm to Fame: A Q&A with Alex Emmanuel-Jones on Building a Brand with Purpose and Resilience

We’re excited to welcome Alex Emmanuel-Jones, Commercial Director of The Black Farmer, for a dynamic Q&A session at this year’s Farm Retail Association Conference.

Raised in an entrepreneurial family, Alex witnessed the creation of the multi-award-winning Black Farmer brand, sparking his passion for business and high-quality food. After more than a decade in the FMCG sector, developing commercial strategy and leadership in both supply and retail, he joined the family business in 2024. Now, he is driving its growth while championing diversity, innovation, and resilience in British food and farming.

In this interactive discussion, Alex will share his journey and insights on building a brand with purpose, overcoming industry challenges, and navigating the evolving retail and food landscape.