BUNCHES of freshly cut sweet peas offer a cheerful welcome to Roots at Rushwick.

The flowers are a new line for Meg and Will Edmonds and are proving hugely popular with customers.

Recognising new opportunities such as these and making the most of them is what farming is about in today's tough economic climate.

"We knew it was going to be hard work to survive here," admits Meg. "The reality is farming has been in crisis for the last few years and it was up to us to see that we got out of it the other side. I think our background has helped us."

Will worked for a big agricultural company in sales and Meg was working in food retail when they decided to take over the farm.

"Will's father was thinking of retiring. If the farm was to keep going, Will would need to return. It was something I knew he wanted to do and so I went with him.

"It was a big change, our lifestyle altered immensely. We were both commuting three hours a day. We don't do that anymore. But whereas we used to have weekends to ourselves, now we work seven days a week.

"It's a completely different way of life, and of course, there are times when you think it would be nice to have a weekend off, but we wouldn't go back to our old city lives. We get a lot of enjoyment from what we do now, it is very rewarding."

Meg believes that it is the experience they brought with them from their city jobs which has enabled them to cope with taking over the farm and setting up their shop.

"Without a doubt it has made a big difference. But I think you have to be certain type of person to do what we have done. Setting up a farm shop would not be everyone's cup of tea. It's a 12-hour day's job and even when you're not at work, you're thinking about it."

The shop's location has been one of its biggest advantages, set on the edge of Worcester it has a large catchment area.

"It's ideal for people to pop out to and we've been amazed at how fast our reputation has grown. There are days when it seems we can barely keep up with demand."

Although Meg and Will sell their own organic produce at the shop, they made the decision early on to provide an outlet for other producers too. The result is a shop brimming with the best in local food and even foods from other areas.

"Supporting other farmers was important to us from the outset and enables the shop to provide a wide range of goods. We've got everything from excellent cheeses to traditionally-made puddings. And we're always looking to introduce new and interesting lines.

"It's been hard work, but we're beginning to build a good team around us which will help. They are so enthused with what we're doing it really pushes you on. Also, our customers have been wonderful. They bought into what we wanted to do early on and have supported us until we were in a position where we could deliver. It took two years but they've come with us all the way."

When Meg and Will moved to Worcestershire from London, they quickly set about gaining organic status for Upper Wick Farm, which is on the other side of the village to the shop.

The farm is now certified by the Soil Association.

"The farm was very natural anyhow, so it was quite straightforward and we had the blessing of Will's parents, Madge and Russell.

"They still live on the farm, and are wonderful if we need a hand with anything. Will's granny lives opposite and my parents have moved to the area too, so we've got a good support network going. And with the shop, farm and our 14-month-old son Henry, we sometimes need it.'

Not content to rest on their laurels, Meg and Will have recently joined Worcestershire Farmers' Markets Group and will be attending farmers' markets in Worcester, Malvern, Longdon, Pershore, Broadway and Evesham.

"The farmers' markets are a great idea and an ideal opportunity to promote our farm shop at the same time. People who are of a mind to buy at a monthly farmers' market may be interested in buying from our shop which is open every day of the week.

"We also get the chance to meet more farmers from this area, which is also good, and its an opportunity to discuss our produce with new customers. We've made a point of listening carefully to customers needs."

Roots at Rushwick are open Monday to Friday, 10am-5.30pm, Saturday, 9.30am-5pm and Sunday, 10am-1pm. From the end of June, Sunday opening will be extended to 4pm for the pick-your-own season. Fruits include raspberries, tayberries and blackberries.

For more information about Roots at Rushwick telephone 01905 421104.

Farmers' markets

Saturday, June 7, 9am-3pm Droitwich - Victoria Square

Friday, June 13, 9am-4pm Kidderminster - High Street

Saturday, June 14, 9am-5pm Bromsgrove - High Street

Sunday, June 15, 11am-2pm Hunters Inn, Longdon (South of Longdon on the B4211)*

Saturday, June 21, 9am-2pm Malvern - Council House, Avenue Road*

Sunday, June 22, 10am-2.30pm Bewdley opposite Dog Lane Car Park

Friday, June 27, 9am-3pm Evesham Market Square*

Thursday, July 3, 9am-3pm Broadway - Village Centre*

Sunday, July 6, 10am-2pm Worcester - Royal Worcester, Severn Street*

* Roots at Rushwick produce available.

For a full dates leaflet phone Janet Yates on 01905 795937. You can also order many farmers' market produce from Pastures New which will deliver to your home free of charge. For more information and a product brochure phone Nick Dickenson on 01386 831900.