Our campaigns

How We're Changing the System

We’re using our collective voice to engage policymakers and advocate for fairer food systems that centre independent traders. Better Food Traders connects the dots across the UK-wide membership, and brings these issues to light for regional and national level change-makers. We strive to get the people who are making decisions about our food system to hear directly from the people running it.

We also create public-facing campaigns that encourage more people to choose independent, sustainable food traders.

Want to get involved? Scroll down to see our latest campaigns.

Current Campaigns

  • A busy market filled with local, sustainable food. At the front of the photo is a table piled with tomatoes and green beans. A women wearing a red coat and a headscarf is walking away from the camera.

    Adventures in Local Food

    Discovering the local cheese, the freshest salad and the tastiest artisan bread is always the highlight of a holiday, whether abroad or in the UK. This summer, your holiday route is full of brilliant local food, you just need to know where to look. The Better Food Traders map shows you independent shops, bakeries, farm stalls, market traders, veg box schemes and local producers all along your route. Because it’s not just what you buy, it’s where you buy it.

    Find Out More

Previous Campaigns

  • A lot of small tomatoes sit in rows

    Beyond the Basket

    Every food shop is a choice, not just about what ends up on your plate, but about who you’re backing to grow, make and sell it. ‘Beyond the Basket’ asked shoppers to look past the convenience of the supermarket aisle, and think about the bigger picture, asking ‘who’s really benefiting when you spend your money there?’

    View Posts

  • Letter to the Chancellor

    Business rates hit small food shops hard, while giant supermarkets get off lightly. Ahead of the Autumn Budget 2025, we coordinated food, retail and small business organisations representing hundreds of thousands of businesses to write to the Chancellor, calling for lower rates for smaller food retailers, offset by higher rates for large supermarkets.

    It worked. The changes we called for were delivered in the Budget, a real win for independent food shops and for the people who choose to support them.

    Read Letter
  • An apple with the words 'taste the real difference' on it. a play on Sainsbury's slogan.

    Supermarket Taglines

    Supermarkets have spent years telling us to “taste the difference” and “feel good about food.” We wanted shoppers to ask the questions, ‘different from what?’ and ‘who does it actually make feel good?’ Our campaign turned those familiar slogans back on themselves, shifting the conversation from clever supermarket slogans to the real story, and people, behind our food.

    View Posts

  • SMALL SWAPS. bIG DIFFERENCE.

    We teamed up with The 2 Minute Foundation, a national charity working to tackle plastic pollution and protect our oceans, to show you just how easy it is to make a positive impact on the environment by thinking about your shopping basket. By choosing organic or going to a refill shop, it’s simple to make a difference to the environment in just 2 minutes. 

    View More

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