When planning Local Roots we did a lot of market research into what people
perceived as ‘local’. We researched similar businesses and questioned both
potential customers and suppliers alike.

- The average distance for a Farmers Market is 40 miles
- The distance stated by potential customers ranged from 10 to 50 miles.
- The distance stated by suppliers ranged from 25 to 80 miles.

We investigated the distances to major towns in the area, looked at using
Oxfordshire and eventually based our boundary on the location of our fresh
produce suppliers as these are the businesses which most people relate to
when talking about locally produced goods.

At 30 miles we have kept the transportation of goods to a minimum and we
are actively encouraging collaborative and multifunctional deliveries.