Our farmers are the farmers at the Farmers' Market. Often, that's where we get to know them, hearing how they grow their crops and the pride they take in looking after their animals in a humane and caring way. This personal contact means we're able to build traceability into our systems so that we – and you - can be sure of the provenance of everything we cook.

But they're also the farmers and producers who've had it tough. That's why we believe it's vital for both the countryside and the rural economy that people who spend their lives growing and rearing great food make a decent living. We are committed to paying a fair price to our suppliers.

More than that, we want to bring an understanding of the Farmers' Market to a wider public, making our customers aware of the real people behind our delicious ready meals and soups. We want to encourage a rural revolution and become a catalyst for the emergence of a new food realism which supports traditional food producers, not huge multinationals.