Markets show set to reap viewers

THE fresh produce sold at 110 farmers’ markets nationwide are set to feature on TV — and may even challenge the audience ratings of Coronation Street, Fair City and Eastenders.

Fresh from the Farmers’ Markets, an eight-part RTÉ1 series sponsored by Bord Bia, will be broadcast weekly at 7.30pm from Wednesday, April 25.

It aims to encourage consumers to support the markets and local food producers, but it is also expected to attract a big TV audience because of increased consumer demand for wholesome produce.

The series will be presented by Irish Examiner food columnist Clodagh McKenna, who will visit a different farmers’ market each week to meet the stall holders.

She will concentrate on an individual stall holder’s farm or place of work and interview them about their produce, which she will then use for a cookery demonstration.

Agriculture and Food Minister Mary Coughlan, who launched the series at Bord Bia headquarters in Dublin, said the growth of farmers’ markets is one of the great success stories of Irish food in recent years.

“There are many reasons why farmers’ markets have proven to be so successful. There is the access to market for an unlimited range of innovative products that might otherwise not reach the consumer. Stories are legion of producers introducing a product at a farmers’ market and building a reputation by word-of-mouth before ultimately finding a space reserved for their wares on the supermarket shelves,” she said.

She said Bord Bia has done excellent work by helping to link the various stages of production involved in the television series. She said she was confident the exposure from the series will stimulate the demand for farmers’ markets.

Bord Bia chairwoman Angela Kennedy said the farmers’ market system benefits small food producers and farmers providing unique direct access to consumers for their produce.

In addition, international distribution of the series is expected to benefit Ireland’s image overseas, as well as the positioning of the ‘Ireland the Food Island’ brand.