Llandovery Farmers Market has become the first in Wales to achieve ‘Real Farmers Market’ accreditation from the Farm Retail Association, which launched the scheme in January.

The scheme sets a new industry standard, bringing clarity and consistency to what it means to be a genuine farmers market.

Market manager Raoul Bhambral explains: “It means you can talk to the actual person who actually made the cheese, raised the livestock and grew the veg. It means they’ve done all that and now they are selling it to you in person. It really helps you understand more about your food. This is a fantastic tribute for the market and its traders and our role in promoting real local food.

“This is what shopping should really be like. This is more than food, this is a real food story. It’s fresh, it’s local, it’s sustainable. It tastes great too!”

Llandovery Farmers Market showcases a wide range of quality Welsh-made food and drink. Offerings include pasture-fed meats such as beef, lamb, pork, and mutton, alongside fresh greens and vegetables, honey, and sheep and goat’s cheeses. There are also locally produced beers, ciders, spirits, and liqueurs, as well as jams, chutneys, marmalades, and gluten-free cakes. Even mushrooms and mushroom tinctures are on offer.

The market also offers fresh-cut flowers and pollinator-friendly plants, while street food stalls make the most of local ingredients wherever possible.

Raoul added: “Come and find out for yourself! Our next market is on Saturday, September 6 and we would love to see you there. Just bring your wallets and a shopping bag. A big one.”

Llandovery Farmers Market met the scheme’s requirements with flying colours. Three of the key principles are:

• Championing the farmers – customers can buy directly from the farmers, growers and producers who grew, raised or made the products on sale and are selling it themselves

• Proud of our provenance – customers can get advice and information about the product including how it was produced from field to fork

• Prioritising local – stallholders are recruited from as close to the market as possible

The More Than Food campaign is about connecting people with their local suppliers and about the benefits of shopping at farmers markets and farm shops. The campaign ambassador is FRA patron Hugh Fearnley-Whittingstall. Find out more at: https://farmretail.co.uk/more-than-food/