What: A voucher pilot that enables people experiencing a low income in Cardiff to spend £11 per week purchasing fruit and veg directly from organic and planet friendly farmers or greengrocers at the Cardiff Farmers Markets.
Where: Cardiff, Wales
Which of the six approaches does this cover: Vouchers, Local retail
Demonstrating:
- Willingness to travel to a local retailer to access discounted organic fruit and veg.
- Sense of wellbeing as a result of access to organic fruit and veg and being part of the market community
- Improved fruit and veg consumption and perspective on taste
Story: In Cardiff, Bridging the Gap brought together people from ethnically diverse communities, along with farmers, retailers and dietitians to jointly identify ways to make organic fruit and veg more affordable to people on lower incomes.
The group came up with the idea of a Planet Card for people to use at the three farmers markets in the city in Rhiwbina, Roath and Riverside. This was further developed through a second co-production workshop for an initial group of Planet Card recipients to design exactly how the card would work. The Planet Card has a value of up to £11 per week.
The pilot has been rolled out in two phases. After the initial group designed and trialled the card, it demonstrated the need to establish an effective digital system for retailers and shoppers. It also demonstrated that those most likely to shop at the markets are those who live close to them. So phase 2, beginning in October 2024 will involve people who are willing to travel to the markets using a digitised system.
One of the growers supporting the scheme is grower Pawel Wisniewski, who runs Paul’s Organic Veg based in Monmouthshire. He says:
"As an organic farmer, I'm passionate about providing the best possible food for people. Food is the foundation of our health, and good food choices now can lead to a healthier future. This project is particularly exciting because it allows me to share this passion and connect with new customers, helping them to make healthier choices and access high-quality food."
The Cardiff pilot scheme has been coordinated through the Food Cardiff network which connects people and projects working to promote healthy, environmentally sustainable and ethical food across the city. The concept for the Planet Card emerged from two Big Ideas community workshops organised by Food Cardiff.
Food Cardiff coordinator Pearl Costello says:
"Food Cardiff is proud to support our partners, including Cardiff Farmers' Market, in developing this innovative scheme. It perfectly aligns with Food Cardiff’s mission to put good food at the heart of strong, healthy, resilient communities. The Planet Card is also a great step towards Cardiff achieving its Gold Sustainable Food Place status, showing the strength of the good food movement in the city and making climate-friendly food options more accessible and affordable."
Project partners:
- Cardiff Farmers Market
- Food Cardiff
- University of the West of England
- Paul’s Organic Veg
- Coed Organic
- Slad Valey Mushrooms
Supporters:
- Cardiff & Vale University Health Board Public Health Dietetics
Next steps: Following phase 2, to extend to other retail spaces in Cardiff
Bridging the Gap: Bridging the Gap to climate and nature friendly food for all.
