Why buying direct from farmers matters

"People want to know where their food comes from," she says from her farm kitchen, where customers stop by to collect their monthly meat boxes. "When they buy from us, they’re not just getting meat, they’re becoming part of the story of this farm."

Across Britain, more farmers raising animals in nature-friendly systems are stepping away from conventional supply chains. Rather than sending their produce through processors and supermarkets, they’re selling directly through farm shops, home delivery, farmers’ markets and online platforms.

For many, it’s been a turning point. In the traditional system, farmers can receive as little as 15% of the final retail price. Selling direct allows them to keep much more of that value, sometimes double or triple, making smaller, higher-welfare systems financially viable.

"The economic impact is transformative," says David Carruth of Brodoclea Woodland Farm, which sells woodland-raised pork online. “It means we can stay profitable with fewer animals, giving each one more space and better care."

For customers, buying direct can also make financial sense. Many farms offer bulk options, such as a quarter or half animal, at reduced prices, cutting out retail markups. The quality is often noticeably different too. Meat sold direct typically has less time between slaughter and sale, and farmers frequently offer cuts rarely seen in supermarkets, along with traditional products like bone broth, tallow and organ meats that ensure the whole animal is valued.

But perhaps the most important difference is trust. In a supermarket, shoppers rely on labels and marketing claims. Buying direct offers something more personal. You can visit the farm, ask questions and see how animals are raised with your own eyes.

"When someone buys from us, they can look me in the eye and ask anything," says Clare Hill of Planton Farm. "That transparency is powerful, it’s how we rebuild trust in our food system."