London's food markets fight clone town Britain

Investment in London's street and farmers markets would create jobs and regeneration, and give Londoners access to affordable fresh food.

As the Christmas lights go on above one of the UK's most famous shopping streets, Regent Street, new research from the Mayor's London Food commission, funded by the London Development Agency, reveals that away from the Christmas glitz, London's street and farmers markets are a powerful local economic force driving London's local economies, providing affordable healthy food and play a key part in the fight back against clone town Britain.

The report, Trading Places: the local economic impact of street produce and farmers markets, written for the London Food Commission by researchers at the new economics foundation (nef) finds that the street markets surveyed offer significantly cheaper fresh produce than supermarkets - on average one third the price of that in local supermarkets. The research also found that farmers markets are broadly price competitive with supermarkets even before the quality of the produce and its provenance is taken into account.

Jenny Jones, Chair of London Food, said: "This report shows that London needs more markets not fewer, and shatters the myth that only supermarkets supply fresh produce at affordable prices. In fact, as this report shows, it is the markets that are often providing the best value fresh food. Nevertheless, they are all too frequently under threat from the drift towards 'clone-town' Britain. Our challenge is to harness their potential to help tackle the challenges facing London, including the obesity timebomb."

On a basket of fresh fruit and vegetables at the markets surveyed:

• At Lewisham street market, produce was 34 per cent cheaper than at the local supermarket, at Walthamstow 29 per cent cheaper than the local supermarket.
• At Marylebone farmers market, produce was 11 per cent cheaper than the local supermarket, at Ealing, 11 per cent more expensive.

John Taylor, Director of Local and Regional Economies at nef, and lead author of the report said: "London's street and farmers markets are key drivers of London's local economies. A network of street and farmers markets the length and breadth of the Capital could play a vital role in revitalising London's economies and communities, provide Londoners with fresh affordable food, and by halting the blandification of the capital lead fight back against clone town London."

The first major analysis of the wider social and economics impact of London's markets, Trading Places finds that street and farmers markets, as well as providing fresh, affordable produce, are major drivers of their local economies, attract trade to and complement other local retailers, create the 'social glue' that holds communities together, and street markets in particular are uniquely placed to provide fresh, affordable food for the 53 per cent of children in inner London and 33 per cent of children in outer London who live below the poverty line.

The research assessed the economic, social and environmental impact of Lewisham and Walthamstow street markets, and Marylebone and Ealing farmers markets. For example, Lewisham market alone:

• generates over £3.6m each year for the local economy in addition to the £5 million that is spent at the market's food stalls
• is also an important local employer; providing nearly £400,000 in local employment (wages)

The report also reveals that contrary to popular misconceptions, markets actually attract shoppers to an area and are complements not competitors for local retailers. The vast majority of retailers surveyed based near markets are positive about markets presence - 100 per cent in Lewisham. The report finds that the four markets surveyed alone:

• increase or complement trade with other local retail: market customers shopping for food spend between £3,000 and £15,000 a day with other local retailers

Researchers found that people shop at farmers markets primarily because of quality and a desire to support farmers whereas the prime motivation for shopping at street markets is affordability.

Both street markers and farmers markets serve local people, are responsive to the needs of a wide range of ages and ethnicities, and are important meeting places and social hubs. The research also found that stallholders at both farmers and street markets played an important role in London's food education - providing advice on cooking and use of produce.

However, despite the invaluable contribution they make to London's life, economy and health, the report reveals that London's street markets are under serious threat from lack of investment, a worrying reduction in the number of wholesalers servicing the markets, lack of support from some councils and lack of status in the local economy.

Trading places argues that the vital role that London's street and farmers markets play in London's economies and communities and in the fight against clone town Britain should be supported by:

• investment in and support for London's existing markets, and the wholesalers who supply them;
• support for the establishment of new farmers' and street markets to create a network across the capital;
• improved status for London's markets - such as better signs, better recognition for market traders associations and more coherent inclusion of London's markets in London's tourism strategy.

Notes to Editors:

The Mayor's London Food commission was set up in September 2004, is chaired by Jenny Jones, and is funded by the London Development Agency. The research was carried out for London Food by nef (the new economics foundation), Britain's leading independent 'think and do' tank. nef promotes economics as if people and the planet mattered. nef's work informs key policy debates ranging from building thriving local communities to combat 'clone town Britain', to re-invigorating democracy, tackling climate change and shaping a new economy that maximises well-being without destroying the environment.