Farmers' market goes online

16 December, 2009

Drinks from Herefordshire-based Chase Distillery will be featured on a new website selling specialist food and drink that might be found at a farmers' market.

The website vfmuk.com – standing for Virtual Farmers' Market – is set to launch on January 1.

It uses the latest in 3D games technology to allow consumers to stroll around over 45 virtual market stalls where they can view products, interact with the producers and buy the goods online.

"This new way of cyber-shopping works to install trust in the consumer by adding a human element to the online shopping experience. It enables the shopper to meet the producer via a video stream that allows them to give a brief description of the goods for sale, tell the story of how their food and drink has been produced, what ingredients have been used and where they have been sourced," a spokesman said.

In addition to the 3D virtual experience, a 2D version of the website will also provide descriptions and images of the different products.

Chase Distillery's English Potato Vodka will be sold on the site with a recommended retail price of £32, along with a selection of its fruit-flavoured liqueurs (rrp £9.99).




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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