Jersey Farm Shops Fight to Survive as Shopping Habits Change

Independent farm shops across Jersey are facing growing challenges as changing customer habits and supermarket competition reshape the local food industry.

For Paul Conway, owner of Homefields Farm Shop, the pressure is being felt across the sector.

“Competing with supermarkets that have everything under one roof is a major challenge,” he said.

Over recent years, Conway has noticed customers increasingly looking for convenience, with many wanting a wider variety of products available in one place.

According to a Genuine Jersey report, the number of long-established farm shops on the island has fallen by half since 2019. However, those working in the industry believe there is still a strong appetite for local produce - although the way customers shop is evolving.

The closure of Holme Grown Jersey in June highlighted the difficulties facing independent retailers. After almost 50 years in business, its owners said they had been “swimming against a tide” as they struggled to keep up with changing market conditions.

Conway believes customers still value fresh, locally grown food but often have less time to shop around.

Homefields Farm Shop has submitted plans to expand its premises, creating more space for a butchery, an outdoor area and a wider selection of local products.

“People want to buy fresh produce, but they also want to pick up other essential ingredients at the same time,” Conway said.

He added that the future of independent shops would involve combining local and seasonal produce with everyday household items.

“This will always be an independent retailer, but there is a way we can offer local and fresh produce alongside pantry essentials such as rice and pasta - the things people need to create a complete meal.”

The traditional Jersey honesty box system is also facing difficulties, with some retailers reporting issues with theft.

Amy Carré of Carré Farms said she had been forced to close one of her honesty boxes after repeated incidents.

“It makes it sad because it takes away something that is so unique about Jersey,” she said. “It is only a few people who spoil it for everyone else.”

Despite the setback, Carré has adapted by opening a pop-up honesty shop inside a converted shipping container fitted with CCTV cameras.

She said customers had responded positively to the new approach, helping to preserve the community spirit behind the system.

Despite the challenges, Genuine Jersey believes the future remains positive for local food producers.

John Garton, from the organisation, said the popularity of farmers’ markets showed that people continued to value locally produced food. He said the events attracted thousands of visitors and created excitement around the island’s producers.

“I think there is a very bright future for local produce, local farm shops and local producers,” he said.