THREE Oxfordshire food producers have swapped the high street for cyberspace to sell their wares through a new online farmers’ market.

Oxford Fine Foods, Upton Smokery, based in Burford, and city-based sweetmakers Burnt Sugar have set up online stands at the first Virtual Farmers Market (VFM).

With more than 40 other small producers from across the UK, the website vfmuk.com has brought the farmers’ market experience into people’s homes via a new 3D world.

The technology allows shoppers to virtually ‘stroll’ around the market and ‘meet’ the people that produce their food and drink via video streams.

They can buy the produce from the comfort of their own living room and have it delivered to their door.

The VFM officially opened its ‘gates’ earlier this month and founder Marcus Carter said Oxford Sauce, produced by Oxford Fine Foods, was already a firm favourite.

Mr Carter, who used to farm in Bicester and now helps run a family business, Patchwork Traditional Foods in Wales, said the website simulated popping down to your local farmers’ market, but with a wide range of products, from meats to sauces, chocolate to cheese, from across the country.

Robert Pouget, founder of Oxford Fine Foods in Stanley Road, said: “There’s a lot of sites trying to promote local food and on the whole they fail.

“This one I think has got legs.

“They have a very good selection of producers and the idea of people being able to source direct from the producer is good.

“You can see the producer and he talks to you and you can see whether you like him or not.

“We are hoping to increase distribution.”

Justine Cather, of Burnt Sugar, in Grandpont, Oxford, said: “It’s a really good idea because it’s for people who would like to go to farmers’ markets but don’t get the opportunity.

“I don’t think it will replace farmers’ markets but it will give people the opportunity if they can’t get to one every week. It’s a nice supplement to a real one.”

The £50,000 online business, which took 12 months to set up, launched three weeks ago.

Shoppers need just a computer and standard Internet connection. It can also be viewed from iPhones.

Mr Carter said the online market was designed to be used as a top-up for the regular household shop and somewhere shoppers could buy artisan food products easily.