Farmers' market fans salute 'heartbeat' of their community

A market that was the brainchild of a geography school teacher has reached its 25th anniversary, and has been credited as becoming "the heart" of a city suburb.

Moseley Farmers' Market, Birmingham, which began in 2000, was the idea of David Isgrove who had become concerned "about the way in which Moseley, as a suburb, was declining".

From its inception, which saw rejection after rejection, the market eventually boosted the profits of seasoned traders, saw the rise of new businesses, and even claimed the attention of royal customers.

Mr Isgrove said: "It's helped Moseley discover its sense of identity and community, it's a social meeting place not just a market."

After spending about two years trying to convince traders and farmers alike to support the market, by December 2000 Moseley Farmers' Market had accumulated 20 stalls.

Mr Isgrove said at that point he just "knew it would be a success".

Reflecting back over the quarter of a century, the founder said it had surpassed his expectations in helping local traders and farmers and also starting new businesses.

One example saw a new smoked salmon enterprise receive custom from Buckingham Palace, as well as Monaco's royal family who flew a private jet to Birmingham just to get a box of the produce.

Discussing the market's legacy, Mr Isgrove said: "If you go to an estate agents and they want to sell a house, you'll find they'll mention Moseley Farmers' Market.

"At one point, FlyBe mentioned [it] in their advertising for Birmingham.

"Back in 2013, when we had just won the best farmers' market in the UK for the second time - and of course we've now won it four times - the New York Times did a survey of what they considered to be the top 20 foodie cities, and the only British one was Birmingham.

"And among all they said you could do, they advised people go to Moseley Farmers' Market, where people even turn out in the rain. It was quite amazing."

Market director Radley Russell said before starting his current role the market made him want to buy his house in Moseley.

Asked about the benefits of the market, Mr Radley said: "For example, Styan [Family Produce] in Pershore bring carrots that have just been picked the day before, kale that has just been picked the day before and I tell you now, the difference in taste is completely different as opposed to supermarkets.

"So, we're supporting the local people but we're also supporting local farmers. We're making sure the mileage on what we're eating is far less, as opposed to the mileage that comes with these big superstores.

"The furthest producer [from Birmingham] is Marches Mushrooms in Herefordshire."

Mr Russell also mentioned a few famous "friends of the market", including Labour MP for Birmingham Yardley Jess Phillips, comedian Joe Lycett, and television presenter Adil Ray.

Neil Hughes, owner of Kneals Chocolates, has been a trader at the market since 2012, and said the market had "saved" his business.

"Last December, we had three [other] markets get cancelled due to the wind."

"If Moseley Farmers' Market had been cancelled in December we would have been in trouble but, thankfully, they do not cancel markets - it's not in their vocabulary."

Mr Hughes said Moseley Farmers' Market remained "very, very important" to the success of his business but said, as well as trade, it was the people that kept him coming back.

"We're friendly and we're very interested in our customers, they are interesting people and I think the world of them."

The market's 25th anniversary will be officially marked on Saturday, 27 September, with celebrations starting from 09:00 BST.

A ribbon cutting ceremony will be carried out by the Lord Mayor of Birmingham, with the promise of cake for everybody.

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