New independent research has highlighted the vital role markets play in community life and details steps to help them thrive in Greater Cambridge.

Cambridge City and South Cambridgeshire District councils jointly commissioned the Greater Cambridge Market Economic and Social Impact Assessment which sets out how traditional retail markets contribute to the area’s economy, strengthen communities and enrich local culture.

The assessment highlights the vital contribution of the three Cambridge and 17 South Cambridgeshire markets and sets a roadmap for their future growth and sustainability.

The report reflects extensive engagement with traders, residents, market shoppers, community organisations and local businesses, and demonstrates that traditional markets across the region not only support employment and apprenticeship opportunities, but also enrich local character, strengthen community interaction, and give people access to diverse products - including produce that might otherwise be unavailable locally.

Cllr Peter McDonald, Lead Cabinet Member of South Cambridgeshire District Council for Economic Growth, said: “Our markets are hubs of local enterprise, cornerstones of community life and a vital part of what makes Greater Cambridge such a distinctive and welcoming place. They give independent traders the opportunity to start and grow businesses, provide residents with access to fresh and diverse products, and create spaces where people can meet, connect and support one another. This report recognises just how important our markets are - not only economically, but socially and culturally too. We now have a clear and evidence-based strategy to protect, support and grow these valued community assets so they can continue to thrive for generations to come.”

Cllr Rosy Moore, Cabinet Member for Climate Action and Environment at Cambridge City Council, said: "This independent report which we jointly commissioned highlights the value that our markets bring to our city and communities. Both councils are already working hard to support our markets and market traders to thrive, whether that’s planning major investment in the facilities for Cambridge Market and around the Market Square, or the range of grants and access to business advice we have provided to existing traders and to people who would like to start trading in our area. This report provides useful insights into what other actions we can consider as we continue to support our beloved markets. I would recommend to all residents and visitors to come along and see the wide variety of goods and services our markets have on offer and experience the friendly, personal welcome that you will receive.”

Key findings from the report Include:

• Economic and social value: Markets contribute to the sub-region’s economy by creating jobs and supporting small businesses, while fostering vibrant community spaces.
• Local identity and connections: Markets act as focal points for community interaction and help sustain the distinctive culture of Greater Cambridge.
• Opportunities and challenges: While the benefits are clear, the research notes that market trading can be fragile. Some traders face challenges in sourcing produce locally and therefore have to bring in produce from further afield, impacting how sustainable their business model can be.

The report sets out a range of recommendations designed to harness and strengthen the role of markets in meeting broader strategic goals, from sustainable food systems to economic inclusion and place-making.

These recommendations include:

• Celebrating market community value and business opportunities.
• Supporting and developing existing markets, with a view to exploring new opportunities, especially where gaps in provision currently exist.
• Embedding dedicated market policies within the emerging Greater Cambridge Local Plan and neighbourhood plans.
• Ensuring markets are part of new development proposals and local planning decisions.
• Maximising markets’ contribution to sustainable food strategies and environmental goals, including improvements to recycling facilities and waste management.
• A role for local councils who operate or support markets in fostering stronger partnership working between markets and local businesses to boost footfall and economic linkages.

The emerging Greater Cambridge Local Plan recognises the social and economic value of markets and has a policy that seeks to protect and enhance markets and street trading, particularly in the Market Square, and All Saints Garden in Cambridge.

As part of supporting local markets, the two councils have run a markets programme since 2023 which has provided tailored mentoring, training and financial support to help both new and established traders start, strengthen and grow sustainable businesses across Greater Cambridge’s markets. The programme was enabled by UK Government Shared Prosperity Funding, which was administered locally by the Cambridgeshire and Peterbrough Combined authority.

This successful programme has been extended for 2025-2026, with an investment of £110,00 opened to market traders across Cambridge, South Cambridgeshire and now includes Huntingdonshire.

The Market Traders Growth Programme will support 40 traders with £40,000 allocated for specialist consultancy support, and a further £40,000 set aside for grants of £1,000 per trader - bringing the total to £80,000. This programme will be supporting established traders who had been operating for at least a year, offering personalised advice, practical workshops and tailored support to help traders develop growth plans, improve resilience, explore sustainability and access funding.

The Future Markets Trader Programme will support 10 new traders, with £25,000 for consultancy support and £5,000 for grants of £500 per trader- bringing the total for this programme to £30,000. This programme supports aspiring and early-stage traders to establish and grow their businesses in Greater Cambridge’s traditional markets, providing tailored business advice, one-to-one mentoring and practical guidance, alongside small grants to help cover essential start-up costs and give new traders the best chance of long-term success.