TAKE a trip to your local town or city centre these days, and the chances are you will discover a farmers' market bustling with shoppers eager to discover fresh and tasty ingredients for their dinner table.

Farmers' markets have sprung up around North Yorkshire over the past couple of years, and have now become firmly embedded in the shopping habits of the people who live there.

And far from being one-off events, the vast majority of the markets have become regular dates in the calendar.

A national business report last month revealed that farmers' markets are pumping an extra £65 million a year into the cash-strapped farming economy, and the number of markets has shot up by a staggering 60 per cent in the last six months to more than 200.

The report was compiled by the NFU on behalf of the National Association of Farmers' Markets. Co-ordinators of the markets were consulted to get firsthand feedback of the situation in Britain.

The report discovered people were flocking to the markets to take advantage of locally produced goods, which have been grown, reared, cooked, brewed or baked by the stall holder.

Shoppers have been won over by the diverse range of top quality fresh meat and produce that is available directly from the farmer and grower.

Environmental reasons, including less packaging and fewer food miles, the availability of organic food, and a relaxed, social atmosphere are also strong incentives.

As well as providing vital extra money to farmers - who have seen their incomes plummet in recent years - the markets are transforming local communities.

Farmers' markets have undoubtedly been playing a major role in revitalising local communities throughout North Yorkshire.

In an isolated number of cases, local traders have resisted attempts to establish a market in their town centre, claiming it would impact on their business. But according to the report, 70 per cent of the markets have actually increased trade for local businesses.

People are travelling across North Yorkshire to buy top quality fresh British produce at these markets, and are bringing extra trade for the nearby businesses.

While shoppers spend between £10 - £15 on each visit to a market, they are also boosting profits for local traders.

One of the other major reasons producers give for selling at a farmers' market is the vital consumer research - a task neglected for so long.

Fifty years ago, consumers were much closer to the countryside and knew how their food was produced. But in recent times farmers have become distant to their consumers and have turned into primary producers only. Now farmers have gone back to selling direct to the public. They are adding value to their product, cutting out the middle man, and getting feedback from their customers. They are also generating more confidence in their products, and in the farming industry, by explaining to their customers exactly how their food was produced and where it comes from.

Most of the markets have been organised by either the local council or a market operator, and their assistance in getting them off the ground has been crucial.

Many have helped with contributions of advertising, funding, or providing equipment and utilities.

Collaboration between all the players - including the local authority, local community, market operator and producers - is the key to success.