As more farmers and landowners turn to diversification to future-proof their businesses, initiatives like FMCOUNT! are proving how those new ventures can go beyond profitability, they can also play a critical role in shaping a more sustainable and biodiverse food system. 

The Farm Retail Association (FRA) has announced that many of its members will be taking part in the World Farmers Market Coalition’s FMCOUNT!, a global initiative aimed at highlighting the diversity of food available at local markets. But this count isn’t just about what’s on offer, it’s about what it represents: resilience, sustainability, and innovation at the grassroots level. 

 

What Is FMCOUNT!? 

FMCOUNT! is a global effort to document the biodiversity found in farmers markets, from heritage vegetable varieties and rare livestock breeds to foraged species and unusual crops. It focuses on the range of domesticated crops, livestock, fish, and even wild-harvested products available, shining a light on the richness and uniqueness of local food systems. 

As Emma Mosey, Chair of the FRA, explains, “This is an important initiative for our Farmers Market members. By taking part in this count, we can recognise the contribution that our Farmers Markets make towards the preservation and growth of biodiversity and making a biodiverse diet more accessible to customers in our local communities.” 

The count will take place on 22 May, the International Day for Biological Diversity, with results to be shared in the World FMC Report in June. 

 

Why This Matters to Diversifying Landowners 

If you’ve already diversified, perhaps through a farm shop, market stall, glamping business, or artisan food brand, you’re likely already engaging with themes of sustainability, localism, and added value. FMCOUNT! gives you the opportunity to align your enterprise with a global movement that celebrates exactly those values. 

 

Participating in FMCOUNT! (or supporting it) allows diversified farm businesses to: 

• Showcase unique products grown or produced on your land 

• Connect with customers who care about sustainable and ethical food choices 

• Gain recognition for supporting genetic diversity in crops and animals 

• Be part of a global story that puts local food systems on the map 

 

How to Get Involved 

If you run or supply a farm shop or market, you may already be eligible to join FMCOUNT! through the Farm Retail Association. If not, it’s still a great time to think about how biodiversity fits into your diversification plans. 

Whether you grow heirloom vegetables, keep native breeds, or make products from foraged or specialty ingredients, you’re already contributing to agricultural biodiversity, and initiatives like FMCOUNT! help give those efforts the recognition they deserve. 

 

Looking Ahead 

The Farm Business Innovation Show is all about celebrating forward-thinking farmers who aren’t afraid to try something new. FMCOUNT! is a timely reminder that innovation and tradition aren’t at odds, they can work together to build a more sustainable, resilient future for British agriculture. 

So, whether you’re already selling direct to the public or exploring new diversification ideas, FMCOUNT! is a fantastic opportunity to connect your business with something bigger, a global initiative that celebrates the rich, diverse, and sustainable future of farming. 

Join the movement. Celebrate biodiversity. Strengthen your farm business.