M Farmers' Market, Kent

Stallholder Sandra Woodfall looks after customers and other stallholders at M Farmers' Market, a member of the Farm Retail Association in Kent, which incorporates several farmers' markets.

Sandra is no stranger to determination and hard work. She has been running farmers’ markets since June 2000, as well as maintaining a part time job in climate change, and has been producing her own range of preserves to sell at markets since 2009.

A typical market day begins when her alarm goes off at 4.15am. She checks the weather and her emails, in case of cancellations, and then promotes the day's events on social media. After breakfast she heads out to the stalls.

Once on site at the first market, she checks parking, signage, electrics and weather-related issues such as puddles. She greets stall holders to advise them of their location and manages any issues which arise, like stallholders or customers being taken ill, electrical issues, missing goods and of course the temperamental British weather! 

Once the market has finished Sandra oversees the dismantling of the stalls, makes sure everyone leaves safely, and that the place is left clean and safe.

As soon as one market finishes, she travels to the next destination to put up signs and banners and often doesn’t finish until 7pm. Back at home, there are often queries and messages from customers and stallholders to deal with.

Food and stories

Sandra finds her job very rewarding. “My husband Brian and I have been operating farmers’ markets for nearly 25 years. We love engaging with customers new and old, and talking to them about local real food. We enjoy supporting the small businesses and seeing how a business grows and develops. 

“Most of all, the markets are about bringing fresh, local seasonal products to customers. We love hearing great stories about how the vegetables have grown that season, how beekeepers are looking after their bees, or which fish has been landed. We enjoy educating about the products available to everyone, young and old, and meeting people who care about the traceability of food and eating products grown and made locally. We’ve met some wonderful stallholders and customers over the years at the farmers’ markets. 

“We believe in running our farmers’ markets to a recognised standard, however, there are many markets using the farmers’ market name which are not working to the same standard." 

Opportunities to talk

Sandra is passionate about real, local food. One of the differences between a supermarket and a farmers’ market is the opportunity for the customers to talk directly to the person involved in producing the item. 

"The traceability of products is key and the customers love to find out more. Farmers’ markets bring real, local food to the community and we are seeing more and more support for this. Farmers’ markets are essential and provide so much to the local community, economy and the environment.”

Emma Mosey, Chair of the Farm Retail Association, noted: “Many of our farmers’ market members are celebrating their 25th anniversary so this is a really important time to talk about how important they are to local communities in bringing real, local food to life.”