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French connection Shirlee Posner discovers Food Assemblies, an online food movement, now launching in Guildford, which offers a virtual online farmers’ market to small food producers.
Jane Crisp-Daly, the force behind Guildford's Food Assembly
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growing online European food movement, Food Assemblies, that give an alternative retail stream to small, local food producers is launching in Guildford. Jane Crisp-Daly is the force behind the opening and, full of energy and enthusiasm, she is passionate about making it a success. The organisation is managed via a website maintained by its French founders and currently operates throughout Europe with 900 active assemblies. Food Assemblies (FA) are for people who have a real interest in buying from small producers who may not be otherwise accessible. Customers order online for each pick up date and have complete control over what and how much is bought. It also means that producers only have to transport what has been ordered and paid for. To be part of this movement, all a customer has to do is join the Assembly of choice online. There is no commitment to buy every week, or at all if the customer discovers it’s not for them. Once signed up, customers receive an email each week when the online shop opens and a deadline to order. Then it is up to the customer to collect the shopping from the weekly pick up venue, which for Guildford is the Electric Theatre Bar. Each Assembly is different, depending on what is grown or produced locally. For example, we don’t grow a lot of potatoes in Surrey, and those that are grown tend to go to wholesale markets. We do, however, have a lot of livestock and small free-range meat producers whose products are superior to anything found in a supermarket. As an example for the
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Guildford FA, Jane has recruited White Lodge Farm whose bacon, ham and related products have won many awards. Although it has a small shop on the farm, it sells mostly via farmers’ markets. The appeal for White Lodge to join a FA was that the products are pre-ordered and the pick up points are inside: market traders know the perils of our English climate all too well! I was really keen to find out how this works for both producers and consumers and I discovered that producers have to apply to be part of a Food Assembly. The guidelines for those who run them are to make sure there is a balance of products, such as meat, fish, dairy, vegetables, fruit and groceries. Some producer members can be retailers, such as farm shops or delicatessens, and sell products that other people have made, but they can only make up a small percentage. Orders will be made via the producer’s shop space on the website for the Assembly. So, instead of consumers buying from a faceless retail outlet and using an automated check out, they get to meet the producer instead.In return, producers receive a higher price for their products because there is no stall fee and what is transported has been purchased in advance. The Food Assembly collects payment and pays the organiser a modest amount for their time and expertise, around 8% of sales. The FA keeps around the same which is spent on the upkeep and hosting of the website, with the remainder going to the producer. This, it would seem, is the perfect testing ground for a new start up. For consumers joining a FA, just visit the website (details opposite) and sign up. There is no joining fee and no commitment to buy. Once signed up, emails will be received from the group with information on when the online shops open and close – payment for goods is made online too. When collecting orders (Guildford is 4-6pm), there is an opportunity to meet the producers and check out other products. It’s common for there to be samples to try and displays of goods. It is also possible to buy at the time, which is helpful whilst getting to know producers in the group. Food Assemblies are also a great place to meet other like-minded people, and with this in mind, Jane sees a social aspect to the Guildford group too.