FARMA 2015 Conference Booklet

The 2015 FARMA Conference: Be inspired

22nd - 25th February 2015 Wyboston Lakes Executive Centre, MK44 3AL

The Conference in a nutshell: Sunday 22nd February Welcome reception and booking in for the tours.

Monday 23rd February Farm retail tours Members evening with cocktails and canapĂŠs Tuesday 24th February The FARMA AGM, FARMA Conference, FARMA Markets Conference and FARMA Awards Dinner

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Wednesday 25th February FARMA trade show Wednesday 25th February Farm retail butchery competition

The conference has been kindly supported by

farma.org.uk

Farm retail businesses, whether shop, market or home deliveries, have to run a tight ship. A focus on detail, customer satisfaction and having a strong dynamic team are all key components.

The 2015 FARMA Conference has been designed to provide inspirational speakers, practical workshops and inspiring visits with wonderful entertainment. FARMA has taken many of the favoured elements of the ‘Farm and More’ conferences and combined them with new sessions and activities to enhance the impact of the conference on your business.

This year’s conference will focus on the following topics: •

People: Recruiting, managing and motivating staff is critical for retail businesses.

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Strategy: Knowing where you are heading and why enables a business leader to focus on the important parts of the business to achieve success.

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Management skills: Everyone who plays a role in managing a retail business will leave with renewed confidence on how to manage their business.

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Increasing basket spend: Getting customers to spend a few more pounds is always a struggle. This year we will be looking at practical strategies and support to enable you to take on the challenge of increasing your average basket spend.

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You can learn so much from just a few days when you are with people who understand the challenges you face. It is inspirational and the best way to discover new ideas Tom Hunt, Ludlow Food Centre

Venue Wyboston Lakes Executive Centre Set in the East Midlands close to major transport links including the A1, Luton and Stanstead Airports, Wyboston Lakes provides FARMA with a venue which will create an exceptional base for the 2015 FARMA Conference.

With high quality accommodation, conference and breakout rooms and dining, all set within one complex, you will be able to sit back and relax during the conference.

The venue offers all guests free wifi throughout, enabling you to interact with the conference through Twitter, just follow #2015FARMA.

Conference Booking Booking for the conference and trade show has been made simple. Please head to the FARMA website and use the online ticketing system www.farma.org.uk/2015-farma-conference/.

If you have problems, want to talk through your booking or have any other questions please call the team on 01638 676747.

Sunday 22nd February A relaxed evening with a drinks reception is being held at Wyboston lakes for those attending the Farm Retail Tours. This will be an informal evening where everyone in the farm retail world can work meet for a few drinks and catchup on news from the past year.

Join the FARMA team for a welcome drink and a finger buffet between 8.00pm and 9.00pm With tours leaving site at 7.30am on Monday, many of you will value a good night’s sleep in one of the luxury on-site bedrooms.

Tickets and accommodation can be purchased for both individual events and as a package for the whole conference at www.farma.co.uk

Monday 23rd February FARMA retail tours The FARMA retail tours are interactive days where shop owners, managers, staff and those looking to enter the sector can explore farm retailing through visiting established and growing farm shops and other retail businesses.

This year we have some prize winning farm shops taking part such as the Suffolk Food Hall, large estate businesses such as Elveden Estates and small specialist shops like Edible Ornamentals. Each shop has been selected

to showcase good management and provide trainees with important take-home ideas and messages.

To improve attendee’s experiences and to maximise the impact of the day, we have introduced a tour facilitator into the mix.

These facilitators will work alongside the FARMA host and the venue staff to help pull out key information, ensuring everyone gets the most out of the day.

Tour 1 7.30am – 5.30pm Retail Master Class: Taking your farm shop to the next level

Tour 2 7.30am – 6.00pm Retail Management: How to be a great farm shop retail manager

This tour focuses on the management skills needed to run a successful farm shop.

Regardless of the size of the business, the ability to manage the staff, stock, customers and costs is critical.

This tour focuses on management skills needed to run a successful farm shop.

Regardless of the size of the business, the ability to manage the staff, stock, customers and costs is critical.

Each of the shops selected for this tour has a proven record in strong management systems, process and results. Whether you are a small family business trying to improve the decision making within the family or you’re looking after a team of 50 staff this tour should provide you with helpful strategies and renewed confidence.

Each of the shops selected for this tour has a proven record in strong management systems, process and results. Whether you are a small family business trying to improve the decision making within the family or you’re looking after a team of 50 staff with renewed confidence.

The shops on the tour all showcase sound management process and clear leadership.

The businesses being visited are: •

La Hogue La Hogue farm shop and café is a family owned business run by Chris and Jo Reeks who are passionate about providing their customers with top quality fresh home produced local food.

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Elveden Estates Elveden aims to be a world-class producer and purveyor of local and regional food excellence. Our reputation for wildlife conservation, in harmony with our farming practices, make Elveden an obvious choice for food with a unique story.

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St Georges Distillery England’s oldest registered whisky distillery. Open to public 7 days a week offering distillery tours. Whisky shop, gift shop, coffee shop, riverside walk.

The shops on the tour all showcase sound management process and clear leadership.

The businesses being visited are: •

Hollow Trees Farm Shop The farm is at the very core of this farm retail business. The Bendall’s have developed a farm shop, coffee shop, butchery, delicatessen, farm trail and an all year round programme of education and entertainment.

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Suffolk Food Hall Suffolk Food Hall includes everything you would expect from a traditional farm shop and more; a market hall, scratch baker, full carcass butcher, fishmonger, delicatessen and giftware, Cookhouse restaurant, production kitchens, a cookery school, garden centre, a unique jumping pillow and a popular cafe.

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Jimmy’s Farm A magical place nestled in a valley comprising a historic barn conversion into a restaurant and farm shop. Michaela and Jimmy have developed the site to enable it to host large and small festivals throughout the summer.

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Alder Carr Farm Shop A well established family farming business that has fully adopted an approach for adding value and diversifying.

Tour 3 7.30am – 5.30pm Retail Marketing: What does the customer want?

Tour 4 7.30am – 18.00pm Fundamentals of Retail: Getting the detail right.

This tour looks at how the customer reacts to the retail environment giving anyone involved in farm retail an opportunity to see their business through the eyes of the customer. The tour will highlight common challenges in store layout, adding new enterprises and how consumers view you as a business.

This unique tour is designed for those new to farm retailing, looking to develop a small farm retail business or have been trading for a short period of time and wishes to move their business forward. The shops selected for this tour are all showcasing excellence in their innovative way. This tour will give all attending a real insight into starting or moving forward a small farm retail business.

If increasing the basket spend and footfall to your business is a priority this tour will give you tips, advice and support.

The businesses being visited are: •

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Foxholes A purpose built (2007) farm shop on a livestock farm on the outskirts of the county town of Hertford. On-site butchery for own cattle and pigs, local lambs, veal and chickens. Only 1000sqft of shop floor space, but we have a healthy basket spend and customers who shop weekly. We provide good customer service through friendly, knowledgeable staff. 2014 saw the start of Granny Smiths Tea Shop.

Bury Lane Farm Shop An award winning farm shop in Melbourn, just outside Royston and a few miles from Cambridge with easy access to major routes. Offering everything from the finest foods to beautiful garden furniture, coffee shop experience and a separate farm-themed kids’ fun barn, Bury Lane is an inspiring farm shop experience for all the family.

Harpers Fine Food Harpers Food have been an established countryside retailer in the Bedfordshire area for over 40 years and recently relocated to new premises in Pepperstock from its original base in Studham.

Harpers are an independent family owned business which prides itself on fantastic customer service and offering the finest quality meat and food products, many of which have won awards.

This tour will also provide new managers and family members to established farm retail businesses with a chance to look at the fundamental elements of farm retailing.

The businesses being visited are: •

Bushel Box A small family business growing apples, pears, plums, apricots and asparagus.

They encourage appreciation of local and seasonal crops and only stock brands (preferably local) that are not for sale in supermarkets.

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Johnsons of Old Hurst A family farm for over 100 years this farm shop and cafe focuses on getting the basic right regarding sourcing and provenance while also having a few unique elements.

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Vine House Vine House Farm Bird Foods offer a wide range of wild bird food and accessories delivered direct to your door from their conservation award winning farm in Lincolnshire. They offer a range of seeds and mixes specifically designed for garden bird feeding at competitive prices.

They offer their products through both mail order and the farm shop.

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Edible Ornamentals Chillies are like love, you’ll always want more, no matter how bad you got burnt the last time. Edible Ornamentals are passionate and slightly obsessive chilli growers. They raise fresh chillies, stunning chilli plants and mouth watering fiery sauces. Their ethos is simple: growing and cooking with skill and passion. No compromises.

Members Evening Kindly sponsored by the Big Green Egg www.biggreenegg.co.uk

An official welcome by FARMA to all the members and their guests. This evening will have Michelin starred chefs, award winning mixologist and Green Egg cooked canapés’ giving everyone the chance to renew old friendships, build new ones and the opportunity to learn to cook the perfect steak!

The bar will open at 7.30pm, and during the evening we will have an expert mixologist preparing everyone a very special little tipple.

The guys at the Big Green Egg will be serving up a range of unique, innovative canapés hot off the BBQ. The evening will also include a finger buffet.

“We will provide a relaxing, fun evening and also give one lucky member the opportunity to win a Big Green Egg. A few members of the Big Green Egg team will be on hand to answer questions and hopefully we can arrange to meet the next day with anyone keen to become a Big Green Egg dealer.”

David Ezrine, Managing Director Alfresco Concepts Ltd (UK Distributor of the Big Green Egg)

The FARMA conference is a hugely beneficial experience and one that we look forward to each year. We feel it is an ideal opportunity to take a break from the business to create new ideas, relationships and opportunities that are essential for planning the months and years ahead.

Tom Bowles, Hartley Farm

Tuesday 24th February The conference starts at 9.15am and runs until 5.30pm giving a packed day of renowned international speakers, real life case studies and interactive workshops, each designed to add value to your business.

The Chair: Susie Emmett Susie has developed a deep understanding of how good communications and marketing make farm and food businesses successful in the UK and much further afield. Her work has taken her into agriculture and food supply chains in, so far, 77 countries.

Between the morning break and the presentation by Charlie and Cynthia a unique Farmers market conference will be run.

FARMA Annual General Meeting The 2015 AGM will be held in the main conference room during the lunch break.

The FARMA conference morning sessions

Welcome by FARMA: Sally Jackson

Farm retail master class:

It’s been a year of change for FARMA and a lot has been achieved. Sally, the chair of the FARMA council, will welcome you to the 2015 conference and provide a brief snap shot of what has been achieved during the year and our plans for the coming year.

Four of the UK’s leading farm retailers and FARMA members will head up a stimulating discussion on running a farm retail business.

Fundamental issues such as staff recruitment, product selection, replying to trip adviser or measuring success.

Dr Morgaine Gaye; Food Futurologist

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Blacker Hall: This outstanding Yorkshire farm shop won the FARMA Farm Retail Champion in 2014, Retailer of the Year at The Farm Business Food and Farming Awards and countless others.

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Pink Pig Farm Shop: Following 13 years of development the retail business has expanded to make this a real destination farm shop.

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Welbeck Farm Shop: This Nottinghamshire based farm shop has been runner-up for the last 2 years of the Observer Food Monthly Awards, Best Independent Retail and the 2014 FARMA Own and Local Award.

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Kilnford Barns: This Dumfries farm shop won the FARMA 2014 Best Newcomer Award and the shops attitude to sourcing, staff and connecting to the local community make it stand out as leader in the sector.

Dr Morgaine is a world commentator on food trends and how we as consumers will change habits, likes and dislikes over time. Morgaine will look at how these trends will affect food retailers.

Richard Marks; Head of Branch John Lewis, Norwich Have you ever had poor customer service in a John Lewis store? No. This must have something to do with how they manage their staff. Richard will be talking about how he manages staff across the retail business to achieve great results.

Philip Blanc; I-negotiate Philip has trained over half a million professionals from over 100 different countries in the skills of being a successful negotiator.

Whether you are dealing with suppliers, staff or customers, the ability to negotiate is key.

These sessions will include lots of questions from the floor. If you would like to submit your questions in advance then please e-mail them to info@farma.org.uk

Afternoon Workshops: • Negotiating your way to a better margin led by Philip Blanc; I-negotiate.

This workshop will be very interactive, with attendees learning real techniques which they will be able to walk out of the workshop and immediately be able to deploy.

• Increasing basket spend led by Jonathan Winchester, Shopper Anonymous This workshop brings together years of experience and an intimate knowledge of what makes customers tick. Through interactive discussions and case studies, the workshop will highlight ways of making a customer put their hand a little deeper into their pocket.

FARMA Markets Conference Whether you are a market operator or sell at farmers’ markets, this event will give you a chance to engage with likeminded people to find practical solutions to the Farmers’ Markets you are involved with.

Attendees to The FARMA Markets Conference starts at 9.15am in the main hall and will join the main conference for the start of the day. Following morning coffee delegation the two conference will diverge.

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Keith has overall responsibility for the running of Borough Market and works closely with the Trustees to formulate the strategic direction of the organisation.

• Getting the café offer right; led by Robert Tate, Appetite Me. Ever thought about adding a café to the shop or not happy with how your current restaurant is performing? This workshop will look at the basic components of the restaurant and provide attendees with the confidence to create an offering which fits the business and makes money.

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Afternoon session

Charlie and Cynthia, collectively, are two of the most knowledgeable people in the USA regarding farm retailing and we are pleased to have both of them at the conference. Both fourth generation farmers, Charlie and Cynthia share with FARMA members a passion for direct selling to the public.

Farmers’ Market Master Class: leading farmers’ markets organizers from across the UK come together to form a discussion.

• Paul “Smudge” Smith Aylsham Farmers Market • Duncan Pagent, Thames Valley Farmers Market • Roz Scott, Ely and St Ives Farmers Markets • Janet Harrison, Abbey Leys Community Farmers Market

Each workshops will be repeated again throughout the afternoon, allowing you to participate in any two.

North American Farm Retail Association: Charlie Touchette and Cynthia Chiles

Ellie Gill, Love Your Local Market Campaign Manager Ellie is responsible for the management and delivery of the government backed campaign Loveyourlocalmarket.com which aims to raise the profile of food markets across the country. In addition Ellie is reprehensible for the management of two Farmers’ Markets.

• 10 key lessons in finding, recruiting and embedding a new member of the team; led

by Max MacGillivray, Red Fox Executives.

Building on Max’s experience as a recruitment consultant specialising in the agriculture, fresh produce and retail sectors, the workshop will focus on how to develop a recruitment process which enables you as a business to take control of recruiting the best staff.

Keith Davis, the Managing Director of Borough Market

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Michael Mack: Managing Agent for FARMA Michael will be presenting the results to the farmers market survey and running an interactive workshop on the FARMA Certification Scheme. This gives all markets and stallholders the chance to shape market support over the coming years.

The FARMA Awards Dinner Are you up for an award? Want to support a friends business? Or just looking for a great night out? The FARMA black tie dinner and awards promises to be a night to remember.

Guests are invited to head to the bar for pre-dinner drinks from 7.00pm and to take their seats at 7.30pm.

The dinner includes half a bottle of wine per person, a three course meal and entertainment.

Following the dinner and awards, the bar will be open and entertainment laid on for everyone to let their hair down, loosen ties and have a great night!

The FARMA Retail Champion: The winner will have not only shown themselves to be exceptional in their specific farm retailing sector, but will also have shown a dedication to promoting all that’s good about taking food from the farm and selling it to the public.

Sponsored by Lakeland Computers.

The FARMA Farm Butcher of the Year.

Sponsored by EBLEX

The FARMA Small Farm Shop of the Year.

Sponsored by Booker

The FARMA Farmers Market of the Year.

Sponsored by the NFU Risk Management Services

The FARMA Large Farm Shop of the Year.

Sponsored by Cotswold Fayre Ltd

The FARMA Newcomer of the Year.

Sponsored by The Cress Company

The FARMA Farm Restaurant of the Year.

Sponsored by The Andrew Connolly Practice The FARMA PYO of the Year.

Sponsored by H L Hutchinson

The FARMA Awards have been kindly supported by the following organisations:

Wednesday 25th February Do you run a farm shop or retail business and want advice, support and guidance?

Then the FARMA trade show is a specialist event designed to give you access to the people and businesses to help make your business successful.

The trade show starts at 10.00am and runs until 4.00pm.

What will you find at the trade show?

Butcher Competition

The first thing you will find is a friendly atmosphere where you can spend time talking to the exhibitors about your business.

Exhibitors will include:

Each contestant will be not only be doing this in front of the trade show attendees, but their work will also be judged by industry experts.

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EPOS System providers

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Specialist wholesale suppliers

There will be an award for the champion farm shop butchery and two runner-up awards.

The awards will be judged according to the following criteria:

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Food and ingredients suppliers

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Professionals in the business, land, retail and management sectors.

Butchery – considering butchery skills, innovation and carcass utilization.

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Meat display – considering meat counter presentation and consumer appeal.

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Lamb burger – considering cooking quality, texture and eating quality.

The trade show will have a comprehensive range of sessions designed to give your team new and enhanced skills: workshops will include: •

Reducing your overheads. Louis Clabbourn of AF Affinity will look at the basic skills needed to reduce your business running costs including how the AF Affinity link up with FARMA can help.

If you have a great butcher in your shop, butcher your own animals for farmers markets or sell in any other way and are a member of FARMA then we would love to see your entry to this competition.

The 2015 FARMA Conference and Trade show is taking place at Wyboston Lakes, http://www.wybostonlakes.co.uk/

Conference Booking Booking for the conference and trade show has been made simple. Please visit the FARMA website and use the online ticketing system www.farma.org.uk/2015-farma-conference/.

If you have problems, want to talk through your booking or have any other questions please call the team on 01638 676747.

Package

Included

Price (exclusive of VAT)

1 Person full attendance and accommodation

• Three nights accommodation • Drinks reception on Sunday evening • Attendance on a Farm Retail Tour • Attendance at the Members Night • Conference attendance • Attendance at the Awards Dinner • Attendance at the trade show (including refreshments)

£520 member £680 non-member

2 Person full attendance and accommodation

• Three nights’ accommodation in a shared room • Drinks reception on Sunday evening • Attendance on a Farm Retail Tour • Attendance at the Members Night • Conference attendance • Attendance at the Awards Dinner • Attendance at the trade show (including refreshments)

£790 member £1,100 non-member

Farm retail tour

• Travel, refreshments, and training on one of the following tours: • Retail Master Class • Retail Management • Fundamentals of Retail • Retail Marketing

£115 member £190 non-member

FARMA members and guests evening

Attendance is for members and guests of members. If you are not a member but would like to attend as a guest please contact info@farma.org.uk

£25 per person

The 2015 FARMA conference

• All refreshments and lunch throughout the event • Conference speaker notes

£115 members £190 non-members

Awards dinner

• Three course dinner • Reception drinks • First to know the winner of the FARMA Retail Champion Award • Live after dinner entertainment

£60 members and non-members

Trade show

• Refreshments at the trade show • All the leading farm retail suppliers, supporters and industry professionals in one space • Trade show deals • Access to free interactive workshops

Free

Accommodation

• Double or Twin bed room • Accommodation in the same facilities as all events

£80 per night

For more information contact: Michael Mack e info@FARMA.org.uk

t 01638 676747

f 01638 666444

Smiths Gore, Hyperion House, The Oaks Office Park, Fordham Road, Newmarket, Suffolk, CB8 7XN The FARMA Conference has been kindly supported by

farma.org.uk