As Angus Farmers’ Market gears up for its 20th anniversary, the enterprise is in better shape than ever – thanks to an indoor market-place and diversification.
A few years ago markets were in decline as a result of factors including the initial novelty wearing off, the economic downturn, more competition from the proliferation of markets sprouting up across the country and supermarkets becoming more savvy about foodies’ desire for high-quality, local produce.
It was little different in Forfar, home of one of Scotland’s first farmers’ markets, which hosted the inaugural Angus event in July 1999.
The brainchild of two local women, Heather Gow and Alison Bell, it set up shop in the town’s Myre Park and, for the first 10 years, every market Saturday seemed to be sunny.
A wave of popularity and increasing demand saw it expand to Montrose where it has been running in the High Street since October 2005.
But subsequently, as many markets experienced a drop in footfall and the number of stalls, the Forfar market also faced a real risk of seeing its success eroded – particularly on days when bad weather wiped out sales.
Cue the decision to move the market inside under the permanent cover of the Forfar Mart’s Strathmore Hall in the town’s John Street.
Since June 2012, the market has been housed at the mart and has re-invented itself, attracting a younger demographic, including families, who are happy to linger longer on site where the offering has expanded to include everything from olives to artwork, gin and lampshades, hand-knitted children’s clothes and candles along with the traditional meat, game and vegetable produce.
“Without a doubt it is better under cover. We’ve had a 60% increase in sales,” said Devenick Dairy salesman Peter Cowan, whose stall offers a range of products including from cheesecake to rose veal.
“It’s brilliant, and has much more of a community feel with a mix of age groups, more young families and more young people. It’s not just a shop, it’s a shopping experience.”
One of the market’s first stallholders, Camilla Mitchell of Puddledub Pork of Auchtertool, Fife, credits the penultimate and current market managers for turning the enterprise around.
“The market had been getting smaller and smaller and was in danger of really dwindling, but the decision was made to move it and the market managers have done stalwart work,” she said.
“I have seen people coming back who I have not seen since way back at the beginning, and lots of new faces too.”
With 32 stalls and another dozen or so tables for rent each month – plus a café – the market has been attracting an average of around 800 visitors
each month.
“Customers will come from Dundee, Carnoustie and up as far as Laurencekirk,” says market manager Louise Small.
“We are still very focused on what’s in and around Angus but I’m trying to provide different things for people to come along and see. A lot of people care about the community and it’s not just a place to trade, it’s about community and meeting people.”
As Camilla Mitchell observed: “Farmers’ markets have gone past the days when you could just rock up with the stalls and people would come. It has to be managed like a business – markets not doing that just dwindle.”
While many traders have well-established businesses, for some stall-holders – such as the market’s newest trader, artist Lou Campbell – it’s a vital showcase, her shop window.
The young mother, who formerly worked in the oil industry, is a self-taught artist and produces a range of products and prints featuring her own artwork – predominantly wildlife such as a stag, highland cow, hare, fox and bee.
“The Forfar market is incredibly important and it’s been a fantastic starting point to showcase my work. It’s such a friendly market with such a nice atmosphere,” she says.
She uses Instagram and Facebook as marketing tools but says: “It’s made a huge difference having the market, in terms of getting the productout there.”
Rowan & Fern lampshade design is a relative newcomer too, and owner Karen Donaldson of Arbirlot, Arbroath, says the indoor venue is a big bonus for her delicate, handmade products.
She says: “This is my main selling place and tremendously important. I get a lot of work over the month from people who have been here.”
At the other end of the spectrum, Ian Reid of the Speckled Hen Farm and Coffee Shop in Tealing has been trading at the market since the beginning.
He’s seen the rise of the supermarkets but still has regular, loyal customers who come every month, clearly happy with the offering.
The move has made visits to the market so much more comfortable, he says: “The customers love it and the stall holders love it.”
Baker Terry Jackson of Kirriemuir-based Jackson’s Gingers agrees: “It’s improved ten-fold. I used to do all the shows but this is the best market, mainly because it’s inside and you are guaranteed the environment is the same.”
