Recent research carried out by PLANED (Pembrokeshire Local Action Network for Enterprise and Development), has revealed that 98 per cent of village shops in Pembrokeshire, stock local products in one form or other, with 50 per cent of those surveyed purchasing fresh fruit and vegetables directly from local farms, local bakeries and even enterprising local women, who have established small businesses to bake cakes and pies. This not only came as a surprise to the researcher, but also to the majority of shopkeepers and workers that participated in the survey, many of whom did not realise that the products they purchase are in fact produced locally. The most common local products found included; vegetables (in particular potatoes and swede), milk, eggs, bread, cakes and water. The survey also revealed that there is a high demand for local products from customers, particularly with visitors to the area. It was found that visitors actively seek local products in village shops, suggesting that local produce is part of the visitor's overall holiday experience. The main items in demand were Pembrokeshire potatoes, local honey, locally grown salad, fruit and veg, bread, butter, cakes and milk. A wide range of Welsh products was also found to be available from village shops, as well as non-food items, such as local arts and crafts. As part of its LEADER+ program, funded by the EU and WAG, PLANED has carried out substantial work with communities and businesses throughout Pembrokeshire over the years, helping to develop a fresh look at the local economy and ways in which it can be enhanced. Through a series of 'Plugging the Leaks' workshops, local people identified the major leaks of money out of the economy. These included; 'food purchasing from supermarkets' and 'shopping for goods on the internet'. It was suggested by participants that these 'leaks' out of the local economy could effectively be 'plugged' by encouraging people to 'buy local' and to increase access to, and encourage the purchasing of, local products. Katie Jones who carried out the research on behalf of PLANED commented that the purchasing of local products is not just about reducing 'food miles', but it is an important link in the sustainable development debate, as it has the potential to link the economic, environmental and social aspects of a rural area and help sustain the very fabric of rural communities. PLANED recognises that the village shop not only has an important social function within the community, but also plays an invaluable role within the local economy. Pembrokeshire, as a rural county, has a wealth of local producers that surround each and every community. Village shops have the potential to promote themselves as outlets for this produce and assist in revitalising the local food economy, by increasing the availability of local products to the local community and retaining, and re-circulating as much money as possible within the local economy. As the village shop becomes increasingly under threat as a result of the restructuring of the Post Office network, the end of rural rate relief and the encroachment of large supermarkets in near-by towns, it is vital that initiatives are identified that will ensure the sustainability of the village shop and rural communities in general. Today's consumer is becoming increasingly more aware of the impact their consumer choices can have on the planet and also on society as a whole. There has been a substantial rise in the amount of interest in purchasing local, fresh and also organic produce, and as a result of the publicity surrounding the imminent threat of climate change, there is a greater awareness of the need to reduce our carbon emissions. PLANED's research has revealed, that by purchasing products produced in or around the local area, often without even realising it, Village Shops play an active role in reducing the number of food miles food products accumulate through the process of production and distribution. It was also found that this type of produce also requires less packaging, therefore minimising the amount of waste produced. The findings of the survey illustrate that the opportunity exists for village shops to harness the current 'climate change' momentum and consumer interest in local produce and promote their active role in re-vitalising the local food economy.
