Farmers' markets, with their emphasis on fresh, seasonal produce and their hands-on approach to shopping, are a magnet for food-lovers. The first British farmers' market opened in Bath in 1997 and there are now more than 500 operating throughout the country. Each year we spend about £120m at farmers' markets.

What is the difference between these markets and other forms of shopping and what they offer customers?
The public can be confident of the origins of the foods, ask questions and get closer to the sources of local foods resulting in a trust between the buyer and seller. The producers get valuable feed-back from customers. Farmers' markets are for all kinds of food producers and offer a low-cost entry point for many farmers who have not 'sold direct' before. Farmers' markets are the embodiment of the availability of home grown foods. They are the British farming industry's most high-profile shop-window. The benefits of buying at farmers' markets are clear: you can find just-picked, seasonal vegetables, juices made from specific varieties of fruit, free-range and organic meat and eggs, and specialities such as regional cheeses - things you can't always expect to find in supermarkets. You can also taste many of the goods on offer before you buy and enjoy the social buzz of a market day.

Are there standards?
The standards upheld at farmers' markets are not always clear, however. Around half of the UK's markets are members of FARMA, the National Farmers' Retail and Markets Association, which aims to maintain the true spirit of the movement. Markets that are FARMA members will display a sign with the official logo. FARMA insists on particular criteria: goods must come from a defined local area; and they must be grown, reared, processed or caught by the stallholder. The organisation is shortly to introduce a scheme of producer inspection to ensure that goods are what they claim to be.

What about the price?
Even though farmers sell direct to the consumer, farmers' markets are not necessarily cheaper than shops if the produce is of a higher quality. A slow-reared chicken that has pecked its way around the farm on natural foodstuffs for 20 weeks will cost more than one forced through quickly in six weeks in a shed and fed an unnatural diet. But you can get bargains, especially if you are shopping seasonally. And you can ask the farmers themselves about their goods to see if they are worth the money or not. Many proudly display production details on their stalls.