Press Release

More people plan to use farm shops this Christmas

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14th December 2020

NFU Mutual research reveals more people plan to use farm shops this Christmas


  • COVID-19 has led to a quarter of people surveyed increasing their use of farm shops and local producers this year
  • 40% plan to use farm shops and local producers more this Christmas
  • Farm retailers have transformed their businesses and played a key role supporting vulnerable people with local deliveries

Research from leading rural insurer NFU Mutual shows that 40% of people plan to buy more from farm shops and local producers this Christmas.

The support follows a huge increase in the number of people using farm shops during the COVID-19 pandemic. NFU Mutual’s research reveals that one in four people have used farm shops or local producers more in 2020.

Rebecca Davidson, Rural Affairs Specialist at NFU Mutual, said: “Throughout the pandemic farm shops have provided a lifeline to local communities, sourcing vital supplies during shortages, delivering fresh produce to vulnerable people and helping to keep people’s spirits up with friendly service.

“The rise of these rural retailers has been no mean feat. Many farm shops have worked round the clock transforming their business model to meet demand, such as introducing click and collect services. Staff have adapted from serving in farm shop cafes to processing and delivering online orders, and stores have redesigned their layouts to offer Covid-safe shopping experiences.”  

According to new research from NFU Mutual, supporting smaller, local businesses was the biggest reason people chose to buy from farm retailers and small producers over the pandemic. Fresher, better-quality produce was also rated highly, followed by the environmental benefits of buying local food. 

Rebecca Davidson added: “Promisingly, 40% of people say they will use farm shops and local producers more this Christmas and there are encouraging signs that these changes are here to stay.  In fact, a recent survey of our customers has revealed that shopping locally is the top permanent change they plan to make after the pandemic is over. There’s no better way to thank our farm shops and farmers for their hard work this year than by supporting them - not only over the festive season but into 2021 and beyond.”

Research from the Farm Retail Association (FRA) carried out in July found that 92% of farm retailers reported a significant rise in new customers since the first lockdown in March. As part of its ongoing support for farmers diversifying their businesses, NFU Mutual held a webinar earlier this year with the FRA on setting up a farm shop enterprise.

Jenny Rose, Manager of the Farm Retail Association, said: “We are hugely encouraged by the latest NFU Mutual research. Much of this success story has been a result of farm shops being able to replenish shelves which has helped establish them as reliable food suppliers, alongside shops providing a relaxed but Covid-safe environment for shopping which consumers find less chaotic than other retail settings.”

There are now thousands of farm shops and farmers selling produce directly from the farm gate.

- ENDS -

Notes to editors

The research was carried out between 20th-30th November 2020 by Insights Consulting on behalf of NFU Mutual with 501 NFU Mutual customers from across the UK.  

Case studies are available.

For further information, please contact: 
Rebecca Davidson, Rural Affairs Specialist
Tel: 07583 009448


About NFU Mutual:

NFU Mutual offers a wide range of products, including general insurance, life, pensions, and investments. These products and services are delivered through the agency network, as well as through a direct sales and service centre. With over 300 offices located in rural towns and villages throughout the UK, NFU Mutual has become part of the fabric of rural life and remains committed to serving the needs of people who visit, live or work in the countryside.

NFU Mutual is proud to deliver more than simply insurance. Making farming safer, supporting rural initiatives across the UK and helping to look after the environment are just some of the ways we do that. To find out more about everything we do to support our communities, visit