Housewives are going back to buying dirty vegetables instead of the pre-washed and scraped ones sold in supermarkets – and farm shops across the Midlands are benefiting from the boom.

Stores in the Black Country, Worcestershire and Staffordshire have reported a boost in takings as younger couples seek out freshly-grown produce. Nursery owners put the change down to the price, quality and choice they offer, as well as free parking and hassle-free shopping.

Phil Needham, owner of Hodgehill Nurseries, off the Birmingham Road, just outside Kidderminster, said: “The swing back to buying fruit and vegetables as it comes from the nursery or local farm is amazing.

“At one time people much preferred their produce cleaned and ready for use just like it is presented in the supermarkets.

“But there has been a definite swing back to so-called dirty vegetables that come straight from the ground and have that farm-fresh appeal.

“What we market is grown locally and housewives are now realising it is important to get the very freshest fruit and vegetables to ensure they get the best taste.

“Growers marketing crops for supermarkets have to ensure they are a standard size and there is a lot of waste but with produce sold here and at local sales points in the Wyre Forest district housewives have the choice of what size vegetables and fruit to choose.”

Sales assistant Tamra Dandridge is pictured with a selection of organic produce at the Hodgehill Nurseries.

Pat Roberts, of Roberts Farm Shop in Kidderminster Road, Kingswinford, said: “We are definitely cheaper than supermarkets and buy every day, whereas supermarkets can store produce for several weeks and we also deal with a lot of locally-grown suppliers.”

Margaret Furniss, aged 39, who works at the Canalside Farm shop in Great Haywood, Stafford, also said younger people were choosing her shop rather than the supermarket.

“We had a steady stream of customers during the Christmas period seeking out potatoes, carrots, broccoli, cauliflowers and all the traditional vegetables.”