WHO ever heard such humbuggery as a market town without a market?

And yet for years, to their utter dismay, visitors threading their way through Malmesbury’s honey-stoned thoroughfare, were invariably met by the sorry sight of a deserted Market Cross at the foot of the abbey – the forlorn remnant of the town’s once bustling market tradition.

Gone was the clutter of baskets and trolleys, the clink of loose change and the roar of the stallholders enticing customers.

But all that was to change. Determined to revive Malmesbury’s centuries-old institution and repopulate the market place, the Town Team set about drafting local producers and craftsmen to emulate the days of old (albeit without the rather cumbersome and fragrant cattle roaming around).

On Friday, July 31, after six months of indefatigable planning, the new Artisan and Farmers Market was born.

“There has been a market here for centuries and the town has a market charter,” says Ashton Scott, a Malmesbury born and bred farmer and member of the recently-formed Town Team.

“There was a livestock market at the Cross Hayes and a market at Market Cross. But when we moved into the 20th century it dwindled away.”

As early as 1542, the father of English local history, John Leland, was scratching his quill, hailing Malmesbury’s ‘quik (lively) market kept every Saturday’.

The Market Cross, built around 1490, with its intricately carved vaulted arches and imposing central column, ‘for poore market folks to stand dry when rayne commeth’ did not fail to catch his eye.

But the storied institution hit on hard times in the latter stages of the 20th century with on and off attempts to reinstate a lasting market.

Finally, 12 years ago, The Wiltshire Farmers’ Market Association launched a brand new bi-monthly event.

For the first time in decades inviting stalls were lining the streets once more.

But again, as the years passed, it lost its wind going from 15 regular sellers to a measly trio, and townspeople and visitors gradually withdrew their custom.

Its eventual failure this spring was put down by organisers to the surrounding shops and supermarkets, who had jumped on the bandwagon, offering their own locally sourced produce and making it redundant.

Thankfully, while the bi-monthly Saturday market was winding down, the Town Team was hatching plans for a new weekly event.

But if it was to be done right, direct competition would be out of the question.

So stallholders were selected for their unique produce and wares to compliment High Street shops’ and even local supermarkets’ offering.

“It was an uphill struggle because traders had bad experiences with the Saturday market in terms of foot fall,” admits Ashton.

“They were a bit apprehensive and some were worried about having it on a Friday instead. But traditionally the market was during the week.

“We did our research and we worked with the established traders from day one. We have the backing of the town centre shops and even the Co-op and Waitrose; that’s the way forward with markets nowadays. It’s not a competition, the stallholders compliment what the town centre shops and supermarkets have.”

The Artisan and Farmers Market was opened with pomp by an enthusiastic and confident town mayor, John Gundry. The market would not fail this time around, not under his watch.

“We have the Market Cross, which was built around the time that Columbus discovered America and we are finally using it for a market and once again following tradition,” he enthuses.

“Having a regular attraction means people will be able to count on it for their weekly shopping. It will become part of their routine.”

Ten traders sold their wares and fare at the inaugural event, from fruit and vegetables freshly picked that morning to crispy breads, sweet pastries, plants, cheeses, jams and chutneys and handcrafted gifts.

It is hoped their number will reach 15 each Friday, with a roster of 30 alternating every few weeks.

The launch was cause for celebration for many independent producers, especially newcomers.

Malmesbury market veterans showed a hint of caution, however.

“The previous market tailed off in the last year and most stallholders barely covered their stall fee but we kept coming back to support the market,” says Mike Hinwood, of Foxley Road Nurseries, who was among the defunct market’s semi-regular traders.

“Malmesbury is a market town and it ought to have a market. The street names reflect its market history.

“We want it to succeed. There is variety and the organisers seem to know what they want. We will be here to see how it evolves and to support it.”

“It’s always a risk doing a new market but I’m very impressed with the attention to detail,” adds Ros Holland, of Adeline, a nearby vegetable farm which gives people with disabilities and learning difficulties the opportunity to get hands on crop-growing experience.

“It will need a period of time to settle but we hope it’s going to be well received.

“We are very excited to see how it develops.”

Only time will tell whether the market will thrive in its spiritual home. For now, though, Malmesbury has reclaimed its identity.

“People won’t say, ‘funny — a market town without a market’ any more,” says Ashton with a smile.

Malmesbury Artisan and Farmers Market trades in the Market Cross every Friday from 9am to 3pm.