LookLocal challenge: week 3

Spanking fresh courgettes, flowers still attached

For one reason and another, I have not quite managed to document my “LookLocal” challenge in as detailed a manner as I intended to.

I meant to take a closer look at provenance (does “local” always mean just that, or does it mean “British”, can you ever just assume provenance) of the foods sold at markets/independents and supermarkets.

In terms of the cost of shopping locally, it is difficult to say if shopping this way would cost you more or less than shopping at the supermarket. It all depends on your current shopping (and cooking and eating) habits I guess and how much food you throw away.

Prices at farmers’ markets particularly can seem high; then again, good food normally does cost more than that of a lower specification/lesser quality and cheap does not necessarily mean good value.

Like with everything else in life, it is a lot about priorities, what you care about and how you choose to spend your money.

But, “LookLocal” has been an education!

There is much to take in and consider and I quite understand that many of you feel overwhelmed by the very thought of reducing your reliance on the (let’s face it) convenience of the supermarket.

The commitment needed to shop locally does mean sacrifice (with a small “s”) and that you take on more responsibility.

In fact, confronting and thinking about some of the issues around local food such as provenance, cost, quality and consistency add to the challenge.

The idea is simple enough and provided that you don’t live in a “food desert” the process of shopping locally is not difficult, but on balance is doesn’t make life easier if that’s what you are after.

A lot I have found depends on whether you have easy access to good, independent retailers and whether or not the local (farmers’) market takes place weekly or only monthly.

Products which I have found difficult to buy are yoghurt, staples such as tinned sardines, pasta, grains and flour to name but a few.

Fruit & veg by and large are more interesting at markets: fresher, strictly seasonal and you can find produce that is simply not popular enough to justify a place on the supermarket shelf.

On Sunday I spotted purple kohl rabi at our local farmers’ market, alongside chard, summer squash, red & white currants and tiny courgettes with the flowers still attached.

Shopping at your local (farmers’) market also offers to opportunity to make the most of seasonal gluts: right now, courgettes, tomatoes, squash and cherries to name a few.

If you can, buying into gluts (when produce is at its peak and prices low), then tucking in at once and preparing some of the produce for storage is a very satisfying way to shop and eat. It firmly keeps you connected to the seasons and although it takes a bit of planning + organisation at the time, it buys you free time later on when you can dip into a well stocked cupboard/fridge/freezer for a quick & easy meal.

Seasonal gluts don’t impact on supermarket products and prices to quite the same extent as they do on markets; seasonal factors are simply less important to supermarkets who buy fruit & veg from around the globe all year round.

There is an upside though to shopping locally and below I have tried to summarize why it’s definitely worthwhile to try and “LookLocal” most of the time.

And remember, buying local food does not need to mean a wholesale change in philisophy or approach. More likely, it will be a journey of many small steps, taken one product (for example meat, or fish or fruit & vegetables) at a time.

So here’s the upside of “LookLocal”:

1. it helps raise the importance of good food

2. it connects you with your local community

3. buying local = voting with your money = supporting independent retailers, small producers and British farmers

4. it offers an opportunity to re-connect with food, the seasons and the food chain

5. buying seasonally can (re)inspire your cooking

6. shopping locally feels like giving food (and shopping and cooking) back its integrity

I plan to investigate the issue of “provenance” more and give you some price comparisons next week, along with some recipes + simple ideas on how break the supermarket habit.

Let me know how you are faring in your “LookLocal” challenge: I do value your comments and observations.

Best,

Monique

Women’s Food & Farming Union

The WFU has formed a new branch strategically orientated close to the political and media centres of power in London!

In a ceremony held on Friday at the Farmers Club near Whitehall, Lady Sara Apsley was appointed as the official London Branch spokeswoman. 

Speaking to a large audience at the branch’s inaugural meeting, Lady Apsley, herself an already credited and nationally-famed campaigner for farming issues, rallied the crowd by saying that, “While the work on the ground and in the countryside is being completed on a day to day basis by our dedicated farmers, it is our duty as women to get behind them and enliven a nation. To truly speak for Britain and it’s food production, and to get the job done of converting consumers into a healthier and more patriotic way of life, which includes food shopping, as well as appreciating the countryside and it’s issues.” 

The WFU was formed more than thirty years ago, when a group of feisty women joined forces to prevent the British apple market from being decimated by foreign imports. “We fought back in order to protect our local farmers and producers,” said Teresa Wickham, one of the original WFU founders present at the launch.  “And we’re still fighting today,” said Wickham in her speech. “The WFU is the key organisation of women actively working to link the producer and consumer, a distinction that has allowed us to build up a special rapport with shoppers and household decision-makers. Publicly as a national entity and privately as women we are dedicated to engaging UK consumers, families, the media and the government and about food and farming issues.” 

In her enlivening tribute to the WFU’s steadfast legacy of active campaigning, Lady Apsley rallied the audience to,”Show your support for our farmers and for those in the countryside.”  In further raising the call with the London branch’s newly enlisted members she vigourously added, “Now, let’s get out there and start upsetting the apple carts!” 

Sarah Chase, Head of PR and Marketing for RURAL TV who along with original WFU founders Teresa Wickham and Elizabeth Browning, first conceived the idea of a London Branch commented, “Many of us in London, myself included, find that we are in an age and an area of disassociation.  While many of us here have ‘country’ backgrounds we see all around us children, women, men and whole families who carry tragic misconceptions about what it means to be rural, to live in the country and to be involved in the farming community.” 

Teresa Wickham added, “The WFU sees London as a strategic move into an urban environment, which has the advantage of being a place of both public and political interest.” 

When asked to explain the goals of the branch, Sarah Chase stated,”In London, this branch can effectively work to inspire our nation to support our farmers, to help consumers, politicians and the media understand where their food comes from, to examine the broader issues and policies that drive production and to each do our own part as individuals to look local for our food and to live more conscientious, healthier and ultimately more sustainable lives.”

Women’s Food & Farming Union setting up London branch

Look Local … London!

Are you a “city” person looking to reconnect with a better, healthier, more sustainable way of life?

Then …consider joining Britain’s most-cherished and renowned voluntary organisation for women (and men!) who share a passionate concern for farming, the country, food sustainability, quality & local produce, time-honoured rural ways and traditions.

On Friday, March 12th, the Women’s Farming Union will hold a general interest meeting for anyone who lives and works in London and is interested in joining the new LONDON BRANCH.

The meeting will be held at the Farmer’s Club (3 Whitehall) and will begin promptly at 6:00pm.

Lady Sara Apsley will be named the official WFU London Branch Spokeswoman during a special ceremony.

For details about how you can become involved with this new WFU branch, and to be placed on the advance membership list, simply send an E-mailto your chapter organiser, Sarah Chase:

sarah@ruraltv.tv

About The Women’s Farming Union

Founded in 1979 with branches across the UK the Women’s Food & Farming Union (WFU), is committed to promoting an understanding of quality British produce

For more than 30-years the WFU has been the active voice and driving force behind many of the UK’s most visible food-strategy campaigns, including the new “Look Local” campaign. 

It is made up of branches in England, Scotland and Wales the primary aim of the WFU is to link producer and consumer, this is achieved by women working together with a common aim.

New branches of the WFU are forming across the country and everyone is encouraged to become involved with the WFU in order to discover the importance of linking consumer habits with improved health and living, food sustainability and better British produce. 

The WFU’s strength lies in the fact that it is the only organisation committed to:

    * Promoting demand for British produce.

    * Encouraging farmers and growers to practise better marketing.

    * Ensuring British produce is available and well promoted.

    * Lobbying against unfair competition.

The Women’s Farming Union, which has launched a massive UK-wide “Look Local” campaign to reinforce the vital importance of purchasing local produce in order to support British agriculture, farming, local communities and food sustainability has a passionate new voice in chic, savvy businesswoman turned WFU campaigner, Lady Sara Apsley.

 Lady Apsley will become the official spokeswoman for the WFU’s new London Branch, at a formal ceremony, open to the public, which will be held on Friday, 12 March at the Farmer’s Club in London.

“The WFU has always been a vital link between the British farmer and the consumer.  I am thoroughly dedicated to educating those in urban areas, especially children, about farming, where food comes from and why the rural world is so vital to all our lives,” said Lady Apsley from her home on the Cirencester Park estate.

Sarah Chase, Head of PR and Marketing for RURAL TV (Sky Channel 279, Freesat 403), and the organiser of the new London Branch commented, “The WFU chose to launch a London Branch in order to effectively bridge the rural-to-urban divide and to better inform and educate those in urban areas about farming, food, the countryside and the rural way of life.  Lady Sara Apsley has always been a respected and recognised voice for rural issues, which makes her the ideal spokeswoman for the WFU’s London Branch.”

“I am a passionate believer in the countryside, its traditions and all it has to offer,” added Lady Aspley.  “I firmly believe that the WFU will help to bridge the long-standing divide between town and country. There is huge room for improvement on both sides.  Whilst we live in a modern age with extraordinary technology and all its benefits – there is a real need for each section of our society to turn their backs on such conveniences and rely, once again, on the natural fruits of our land and our labours. I truly believe that the London WFU will play an integral role in bridging this knowledge gap with compassion and understanding – something that seems to be sadly lacking in this day and age.”

www.wfu.org.uk