The Farmers Mart Feb-Mar 2020 - Issue 67 | Page 16

16 HEADINGLEY FARMERS MARKET
FEB/MAR 2020 • farmers-mart.co.uk
Organic
Pantry
Driving down a leafy lane on a
sunny Friday morning, just outside
the Yorkshire village of Tadcaster,
I arrived at another great farming
success and one of the twenty
suppliers to Headingley Farmers’
Market and many others.
THE Organic Pantry is a busy business. A
hive of activity when I walked in. I met up
with Freddie Watson, who is Fanny and
Johnny’s eldest son. Talking to Freddie,
I can see why he is keen to be the next
generation in charge of the family farm.
He is very passionate about all things
healthy and preserving the environment
and clearly passionate about the busi-
ness. He also finds time amongst his busy
life on the farm to play rugby union for
Otley RUFC first team.
Father Johnny very briefly popped in
and Fanny chatted, in amongst being
buried in the computer managing the day
to day running of the office.
The Watson family have been farmers
here for more than 100 years. Arriving
slightly early allowed me to survey the
idyllic farming landscape which looked
fantastic with the sun shining across
the fields. A four by four pulled up
with window down and a chirpy voice
enquired as to what I was doing there. I
explained I was meeting with Freddie
Watson to do the interview for Farmers
Mart. “Well I’m Fanny, Freddie’s mother, I
will let him know you are here”, and she
sped off down the track.
Fanny and Johnny Watson started the
organic business in the 90’s. The reason
for starting the organic side was that they
had had pigs for a long time, and it was
increasingly difficult to remain compet-
itive and make a profit. It was time to
look for something more sustainable.
Organic veg was just starting to become
more popular, with various small ventures
popping up everywhere. Fanny being a
former nurse, knew a lot about nutrition
and indeed she had always ensured that
her children had fresh good food on the
table. Johnny went to a lot of confer-
ences and meetings to learn about the
organic side of farming and producing.
One thing that was very refreshing was
that everyone he met in the organic com-
munity wanted to not only help, but also
wish them well with the new venture.
The pig sheds were converted into
what is now offices, the farm shop and
storage. One thing about pigs is that they
need a lot of land. Converting to organic,
Fanny and Johnny found themselves
needing much less of their 300 acres.
This is also much better for the planet.
Starting up the organic side has certainly
made the whole family more focussed on
preserving the planet. The farm now has
a lot more wildlife, flowers and natural
vegetation flourishing.
Today they only use some 45 acres, this
allows them to grow 40 different types of
seasonal vegetables, along with cereals,
peas and potatoes and a small orchard.
The beginning of the Organic Pantry
could not have been humbler really.
Fanny started selling their veg in the
local village hall literally as the last pig
was going, she did this every Saturday
morning for 6 months, as well as starting
to sell from their new farm shop.
Initially they bought veg in until their
own crops were established. Very early
on they started their boxing up service
in the farm shop which proved very
popular, delivering as well. When they
started doing the farmers’ markets, they
picked up more and more orders for veg
boxes. Initially Johnny did all the farmers’
markets, however as the business grew
it was very apparent there was no way
he could do the markets and run the
farm seven days a week. Fanny took the
lead, taking the children with her to help.
Today they now sell at twelve farmers’
markets across Yorkshire.
The potential of the box business,
coupled with a delivery service, was
evidently very strong but only with a
big enough customer base. Smaller
operations are a lot of hard work for only
relatively small earnings, this was epito-
mised by a call out of the blue from none
other than Tommy Cannon of Cannon and
Ball fame. He had started an organic veg
scheme and found it was an awful lot of
work for the return, so they bought it, this
then inspired them to acquire another six
box schemes and also one in Derbyshire
who had being buying his veg from
them anyway. With each business they
bought, they talked to and learnt more
from each owner.
As a natural progression as well as
acquiring box schemes the other vital
piece in the jigsaw was online. The online
site was designed and set up with a full
delivery service along to complement
it, this has really helped develop the
business to its next level. The online shop
is extensive with Organic Boxes, Organic
Vegetables, Organic Fruit, Organic Meat,
Wholefoods and Organic Food. Today
the business delivers some 500 boxes a
week to the door throughout the North
of England, Yorkshire, Derbyshire and
Northumberland.
The organic produce has been fully
certified since 1999. As well as the
box scheme, farmers’ markets and the
on-site farm shop, they have also now
a thriving wholesale business that can
supply fruit and vegetables on a larger
scale. The wholesale business had gone
from strength to strength over the last
decade, as customers know they can
supply a wide range of quality organic
fruits and vegetables not only from the
farm itself but from farms all over the
country and indeed Europe. To satisfy
demand they have forged strong ties
with other independent British and
European farmers, all of whom have
the requisite certified organic status.
Deliveries for wholesale customers is on
a nationwide basis.
The family have a very flexible
approach and are always keen to listen
to ideas and suggestions from customers,
anything that will potentially improve
their level of service.
I asked Freddie if the wholesale side
included supermarkets. Apart from sup-
plying to the Booths chain, who have a
very good food ethic, supplying mainline
supermarkets just doesn’t fit in with the
business.
The more I talked with Freddie, the
more innovative and diverse I learned the
family are.
An example of this was four years ago,
when they were approached to do a
special market at Leeds University once
a week for a full day. This has proved
a major success and a real education
for young students in food and cooking.
Almost a step back in time, with students
buying for the week or the day and
ordering a box for Thursday.
Another amazing development that
has come from supplying potatoes to
schools is something unique to Organic