What Does Morrisons’ ‘Farm Shop’ Initiative Mean for the Future of Britain’s Independents?

As a proud artisan producer rooted in the heart of Kent, Simply Ice Cream has long championed the values of craft, community, and quality ingredients. Our journey, like that of so many small British food producers, has been shaped by the trust of our customers, the support of local farm shops, and a dedication to doing things properly, not quickly. So when a major player like Morrisons announces plans to roll out a "Farm Shop" format across its supermarkets, positioning itself alongside Britain’s thriving network of authentic farm retailers, we watch with both interest and concern.

There is no doubt the UK’s farm shop model is booming. Consumers are increasingly drawn to local, seasonal produce and the provenance stories behind the brands they buy. They’re voting with their wallets for food that’s been made with care, not churned out on a conveyor belt. We understand this first-hand; it’s what has allowed us to grow from a kitchen-table venture into a brand sold in delis, cafes, and yes - genuine farm shops across the country.

Morrisons, like other large chains, sees the potential in this shift. Their new initiative is billed as a way to “bring the best of British” to supermarket aisles - a rustic rebrand, perhaps, that hopes to capture the charm and authenticity of independent retailers while offering convenience and scale.

Simply Ice Cream’s Founder, Sally Newall, says “Replicating the farm shop model isn’t simply a matter of aesthetics. Wooden signage, hessian sacks, and chalkboard labels do not make a farm shop. What makes a farm shop, and what makes the independent food sector so vital, is the direct link between producer and consumer. It’s the trust built up over time. It’s the freedom to innovate, the ability to respond to seasons and supply, and the deeply personal pride we take in our products.”

Will Morrisons' shelves truly open to small-batch makers, or will they feature mass-produced approximations wrapped in a rural façade?

For artisan producers, the opportunity to supply supermarkets can be both exciting and perilous. On the one hand, visibility in a national chain could boost reach and sales. On the other, it risks the dilution of our identity, the pressure to scale in unsustainable ways, or the undercutting of prices in our core retail channels. And what about the actual farm shops? The ones built on generations of farming heritage, local employment, and face-to-face service? If supermarkets successfully mimic their model, it could erode their unique place in the market and threaten the very ecosystem that has allowed independent food producers to flourish.

Sally says “To be clear, we’re not opposed to evolution. We welcome any move that gives consumers better access to quality British food. But it must be done with integrity. If Morrisons genuinely wants to support small producers, they must be transparent in their sourcing, flexible in their supplier relationships, and willing to champion true craftsmanship - not just the image of it.”

“At Simply Ice Cream, we’ll continue to hand-make every tub with care, using fresh cream, real fruit, and no artificial shortcuts. And we’ll continue to stand with our fellow independents - farm shops, delis, and co-ops, who have nurtured Britain’s artisan food culture from the ground up.”

Because farm shops aren’t just a trend. They’re a trust.