Go Forth! Mercurylab in London (Part Two) | They (and we) Love to Eat

July 29 2014

Farmer's Market Marketing

Whether based in Brooklyn or London, good farmer’s markets not only bring a sense of the native culture and some delicious foods, but also offer great marketing opportunities for the vendors.


Broadway Market, Hackney (Left, Popino, based in Hampstead, and their homemade savory tarts and pies; right, artisan cheeses from all over the UK)

The markets provide a great atmosphere and the chance to sell not only your product, but your brand. These small business owners and artisans foodmakers often build their brands at markets, gaining a following that allows them to begin to wholesale or maybe even open their own shop. These days, in the artisan sector, a successful food brand will always bring together a combination of market sales, wholesale and retail. The sellers at the market level are in a unique position to get feedback about their products straight from the horse's mouth (so to speak). Sellers can interact with customers, create a relationship, and put a face to the food. It's all very organic (mind the pun). The UK has been forward- thinking in providing provenance for local foods, and the local food movement has taken hold and flourished here for many years, far in advance of the US.

There is an incredible interest in locally sourced food. Cooks and consumers want the Real Deal. Organic. Healthy. Ethical. Local. Lucky for market stalls, eating and ethics all get rolled up into one concern that points to more sales and exposure.


Heavenly Andina, where we set at the kitchen counter and coveted everything coming out of the kitchen

Adina, an amazing Peruvian spot we went to a few nights ago in Shoreditch, is one of many restaurants to feature fresh, local, GMO-free ingredients. They call out their sourcing right on the menu. Even the beverages are based on “Peruvian Super Fruits,” and the fries are not potatoes, but are actually healthy root vegetables typical of traditional Peruvian cuisine. Anyway, it was all delicious, and everyone in the busy kitchen wanted to share their enthusiasm for the food. YUM!

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