Farmers can now access data online at a website that shows how shopping trends are changing and offers advice on how to market their produce to best effect.

The Food Chain Centre launched the free service this week specifically to help farmers make key business decisions.

Most of the key data come from Tesco clubcard holders and are split into four sections.

Joanne Denney Finch, chairwoman of the FCC, said: “We hope that this will help British farmers to capitalise on the many opportunities for differentiation offered by the rapid shift in consumer tastes.”

To access the information, click on to Consumer Library at www.foodchaincentre.com