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Farm shops to battle multiples with Ice

The UKs burgeoning farm food sector has this week taken a major step in its battle against the supermarkets.

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Six of the country’s largest farm food shops have come together for the first time under a new nationwide rewards scheme, called Ice, which allows consumers to buy their products online, in-store or via phone as well as offering a generous reward incentive which competes with similar schemes offered by the major retailers.

The farm shops which have joined, including one of the largest in the UK , Farringtons, believe this could be the start of activity which revolutionises the sector and are calling on other farm shops, food delivery companies and artisan food producers to join them.

Paul Castle, Chief Operating Officer of Farringtons, one of the UKs largest farm shops, says, “This is about all the little guy farm shops co-ordinating together for the first time and could have a massive effect on consumers as they will now be rewarded on a national level; none of us could ever do this alone.

We know there is a huge public appetite for farm fresh food, and by coming together in the Ice loyalty programme we can begin to persuade significant numbers of consumers to buy their food direct from their local farm shop.

“There is clearly a hunt for value among consumers and for me, and growing numbers of other people, buying local seasonal foods direct from the farm shop represents enormous value in price, buying experience and eating experience.  Ice, with its generous rewards system, adds yet another layer to what we can offer and is going to revolutionise the number of consumers who can access farm fresh food.

Moreover supermarkets are generally affected by the VAT hike and rising fuel prices more than us because we have such low transport costs and because the majority of our foods are zero-VAT rated.  So shopping with us is far less likely to result in you buying expensive VAT-able items also on sale in bigger outlets

Jude Thorne, CEO of The Ice Organisation says, Were right behind the farm shops and have a real sense of the momentum growing as consumers seek ever greater value for themselves and act on their undoubted desire to spend with local suppliers rather than global behemoths. For the first time for many of these farm shops, customers will receive great value rewards for use against future purchases; in these still tough times this value cant be ignored.

Ice is primarily about rewarding people for making more sustainable choices and we offer sustainable shopping across a range of sectors including travel, clothing and utilities.  In terms of food, however, there is little doubt farm shops offer all consumers who want to buy locally produced food better value and taste with fewer food miles.

 

About IceTM

IceTM is a new reward programme that links consumers with environmentally friendly goods and services across Britain. The www.myice.com website offers a broad range of everyday and specialist products covering food and drink, fashion, house and garden, home energy, travel and gift ideas, you can also collect and spend Ice online, over the telephone or in store with an Ice card

Unlike conventional rewards programmes, Ice customers can collect and spend their Ice credits on the same partners and products. There are no catches and customers can spend any Ice credits in their MyIce Account and combined with cash or card payment to get a discount or pay in full.

Among the award-winning farm shop, food delivery companies and artisans who have joined the Ice scheme are:

British Fine Foods (UK-wide)
Green & Blacks Direct (UK-wide)
Devon Rose (UK-wide)
Sacred Spirits (UK-wide)
Foodari Direct (South-east England)
Alder Carr Farm (East Anglia)
Bashall Barn (East Anglia)
Back to the Garden (East Anglia)
Farringtons Farm Shop (Bristol, south-west England & south Wales)
Over Farm Market (Gloucestershire)
Northern Harvest (North West in Cheshire, Lancashire, Liverpool and Manchester)
Avid Organics (Yorkshire)
The Farmers Cart (Yorkshire)
Craigies Deli & Farm Shop (Edinburgh)
Vintage Roots (Scottish Highlands)

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