Why more UK farmers are choosing to sell direct to consumers

For decades, many UK farmers have operated under the thumb of supermarket chains, often forced to accept low margins and tight conditions. At WeFarmShop, we believe there’s a better way - one where producers regain control and earn a fair return for their work. That path is direct-to-consumer (D2C) selling.

Whether through farm shops, box schemes, markets, or online platforms, D2C channels give farmers the freedom to sell on their own terms. Instead of relying on complex supply chains, producers can engage directly with customers - retaining more of the final sale price and building meaningful relationships and loyalty along the way.

Breaking free from supermarket constraints

Supermarkets dominate the UK food economy, leaving many farmers with little room to negotiate. Producers can face rigid contracts, unpredictable changes, and costs that are often deducted without warning. In contrast, direct selling offers independence. Farmers can choose what they grow, how they present it, and what price they charge - without middlemen taking the lion’s share.

A model that works for farmers

Farmers who shift to direct sales typically see a much larger portion of the final price staying in their hands. Whether it's through selling online or via social media, in a bustling farm shop, weekly deliveries, or a local market stall, D2C models provide better financial returns and a deeper sense of ownership.

What’s more, producers report that these channels often provide greater consistency, better communication, and a stronger connection to the people who buy their food.

It’s not just about money…

Going direct brings other advantages too:

• Autonomy: set your own prices, choose your packaging, and decide how your products are marketed.

• Trust and transparency: shoppers love to know where their food comes from - and who grew it. Provenance is king, and selling direct builds loyalty and confidence.

• Stronger communities: local food supports local jobs. It reduces food miles, keeps money in the local economy, and fosters closer ties between consumers and growers.

Making It Happen

At WeFarmShop, our mission is to make it easier for UK farmers to embrace direct selling. From setting up online shops to promoting box schemes and helping with logistics, we provide the tools and support to connect producers with customers - without the supermarket squeeze.

When more of each sale goes back to the farm, producers prosper. And when local food thrives, so do the communities it nourishes.

Ready to go direct? Let’s grow it together.