As the supermarket doors glide open there they are – cosmetically perfect, irresistibly firm, brilliantly coloured fruit and vegetables. And yet, when you get them home, they taste of nothing. Is it the way you cooked them, or have you just selected badly? No, you’ve been conned.
Supermarkets are keen to portray themselves as loyal and supportive business partners, nurturing suppliers in their quest for the best deal for consumers.
We were being given 20 to 21 pence a kilo, they were selling them in the stores at twice that, and we needed 32 pence to break even. The prices would change by the day, and then they’d take 60 to 90 days to pay you.
In 1996 there were no farmers’ markets anywhere in the UK. Today they outnumber Asda stores. Dan Box celebrates their comeback and why we should all be using them.
