Digging Deep

24/07/2023 | 0 comments


I’ve watched my fair share of tennis this month. ​

Wimbledon sneaks up on me every year and I marvel at how July has come around again so quickly. The fortnight brings little pots of strawberries and cream, line judges in natty white trousers, Tim Henman in the commentary box slightly aggravated by John McEnroe and an endless stream of incredible tennis matches which suck you in and chew you up.


​I turn the TV off at the end of the day exhausted by the sheer brilliance of the underdog – those seemingly tireless players who may be two sets down but somehow find the energy, bravery and downright bloody-mindedness to dig deep, shout at the sky, screw up their fists and fight back.  

​I am in awe of their resilience, their tenacity and their inventiveness as they hammer down an ace or pirouette towards the drop shot, find a new impossible angle and begin again, a point by agonising point, climb back to victory.


​Not dissimilar, I feel, to the hundreds of pioneering independent farm shop owners and artisan producers that we celebrate here at Fabulous Farm Shops.

​Let’s face it, life has been tough over the last few years. The unprecedented madness of the pandemic was followed by crazy energy price hikes and a cost-of-living crisis, all to a backdrop of cut-price supermarkets and endless BOGOFs… and yet, here you are, digging deep.  

​We, at Fabulous Farm Shops HQ, are constantly amazed by the energy of this community and thrilled by the re-invention employed to combat the retail climate. Expanding your farm shop with a café showcasing all that is fresh and local is your ACE. Offering a refill service or a vegetable delivery scheme is your DROPSHOT. Showcasing your local ice cream producer in a cabinet instore or a coffee van or fishmonger on your courtyard is your BACKHAND SLICE. 


​We sit in the front row applauding and whooping your efforts and hope with all our hearts that the clouds clear, the sun comes out and you can throw your sweat bands into the crowd and lift the trophy.

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