As British farmers face one of the most challenging periods in recent history, a growing number of consumers are choosing to buy food direct from farms rather than supermarkets — a shift in behaviour that could accelerate rapidly in 2026.
According to recent House of Commons data, commissioned and analysed by the Liberal Democrats, around 30,000 farm holdings in England ceased operation between 2005 and 2023 — almost a quarter of all farms. Tight feed stocks following summer droughts, falling milk prices, rising production costs, new trade deals, and impending changes to inheritance laws mean that hundreds more small family farms are now at risk.
Having spent years running farm businesses under relentless pressure to “get big or get out”, I know first-hand how difficult it has become for farmers to survive within the traditional food supply chain. That experience is what led me to launch a platform designed to reconnect consumers with the people who produce their food.
Helping Consumers Buy Food Direct From British Farms
At the heart of this mission is Produce & Provide, a website that helps consumers find British farmers selling food direct from their farm gate.
Using an interactive map, visitors to the website can search by location and product and are signposted directly to farms offering:
- Meat, dairy and eggs
- Fruit and vegetables
- Other products
There is no middleman involved.
Unlike traditional online marketplaces, Produce & Provide does not sell food itself. Instead, it acts as a bridge between farmers and consumers, encouraging people to buy directly from producers and keep more money within local farming communities.
Why Buying Direct From Farmers Matters
Buying food direct from British farmers offers clear benefits:
- Farmers receive a fairer price for their produce
- Consumers gain traceability, provenance and transparency
- Money stays within local rural economies
- Animal welfare and sustainability standards are easier to verify
By bringing farmers and consumers together, we can help protect the diversity of Britain’s small family farms and strengthen the UK’s food security.
Demand Is Growing Fast
Produce & Provide has built a rapidly growing following in recent months, both through the website and on social media, as public concern for the future of British farming continues to rise.
Many consumers are now actively seeking food that aligns with their values — from animal welfare and sustainability to local sourcing and reduced food miles.
The most common frustration I hear from website visitors is that they can’t always find a farm selling direct near them at this time. Whilst we are adding more new farms to our map everyday, in some areas, demand is currently outstripping supply.
A Defining Food Trend for 2026
This imbalance between demand and supply is a powerful signal that consumer behaviour is changing — and that buying food direct from farmers could become a defining food trend of 2026.
Against the backdrop of:
- High-profile farmer protests
- Uncertainty around new trade deals
- Growing concern over ultra-processed foods
More people are choosing to make informed food decisions by going straight to the farm.
This presents a unique opportunity to rebalance the grocery supply chain, allowing farmers to hold the relationship with the end consumer once again.
Calling All British Farmers Selling Direct
If you are a farmer selling food direct from your farm — or considering it — now is the time to act.
By registering with Produce & Provide, you can:
- Increase visibility for your farm
- Reach consumers actively looking to buy direct
- Strengthen public awareness of British farming
- Support a movement that keeps food and money local
👉 Register your farm and create your own producer profile page, linked to a pin on out website map, for just £3.99 a month.
Author: Neil Darwent
A small family farm selling beef and lamb