Hi Fresh offers vouchers to South Australians with Magic Cave booking

A visit to Santa is costing South Australians a minimum $24.95 a pop, but one local produce company is hoping to alleviate some of the pressure on families during the festive season.

Hi Fresh production manager Adrian Pellicone at the company’s farm in Virginia. Picture: Ben Clark

A South Australian fresh food producer is playing Father Christmas to David Jones’ grinch.

The department store came under fire last week for making parents pay $25 for children to sit in Santa’s lap in the Magic Cave in Adelaide Central Plaza, because the fee for professional photos is compulsory in order to make a booking.

Fourth-generation family business HiFresh has purchased $1000 worth of $25 Foodland vouchers and another $1000 worth of $25 Drakes vouchers.

Dino Musolino wants to give back to the South Australian community during the festive season. Picture: Supplied.

Families who take proof of their David Jones booking to Radio Italia Uno – it’s all the brainchild of the station’s general manager Mark Aiston – in Sturt St in the Adelaide CBD can pick up one of the vouchers, cancelling out the cost of their Santa visit.

Hi Fresh owner Dino Musolino said he wanted to give something back to the community.

“We’d love to support (families) and be able to give them an opportunity to go in and purchase some produce for Christmas,” he said.

Last week The Advertiser reported the department store has imposed booking requirements to visit Father Christmas, refusing anyone who hasn’t booked online – and those online bookings come at cost.

Mr Aiston previously took to social media to express his shock over the move.

Hi Fresh production manager Adrian Pellicone said it was “crazy” the department store was charging for the opportunity to sit on Santa’s knee.

“When I was a kid it was free,” he said.

At David Jones, photo packages range from $24.95 to $49.95.

Prior to the pandemic, children were given the opportunity to meet Santa and run through their wishlist free of charge. The purchase of professional photos was optional.

On Tuesday, David Jones said the booking system was still in place.

“Despite no formal Covid restrictions currently in place, the booking system will remain in place, as it continues to reduce unnecessary crowds and provides a safe and enjoyable environment for customers, particularly heading into the festive season,” it said in a statement

“Customers can still visit the Magic Cave, ride the carousel and wave hello to Father Christmas without a fee.”