Shoppers abandon grocery giants in droves for farmers’ markets

It’s not hard to see why shoppers are flocking to outdoor markets in droves, writes Des Houghton. Are you one of them? VOTE IN OUR POLL

Are supermarkets doomed? Perhaps not, but a serious challenger is quietly stealing their customers.

That’s the impression I got after visiting farmers’ markets in Brisbane and the Gold Coast.

Tens of thousands of Queenslanders are shunning the retail supermarket giants to shop at open-air markets – and who could blame them.

They are more fun, you can take your dog, be entertained and you take home produce that is fresher.

And you know exactly where it came from. Much of the fruit and vegetables I purchased was handed to me by small farmers from as far north as Bundaberg, south to the Northern Rivers of NSW and west to the Darling Downs and the Lockyer Valley, who picked it the night before.

There are meat trucks, and bespoke cheesemakers and bakers at the markets. Markets are increasingly attractive to those who find shopping centres a daunting experience.

Who could forget how shoppers were trapped for hours in the Westfield Chermside car park during major gridlock on Father’s Day?

Who in the western suburbs has not had to endure long waits and endless circling to find a park at Indooroopilly shopping centre?

Shoppers became more aware of markets after the Covid-19 pandemic, said Luke Leeson from Rocklea’s Saturday Fresh market which regularly attracts 5000 shoppers.

“There are definitely groups in the community who most decidedly prefer going to an open-air market,” he said.

“These people are disinclined to visit shopping centres.”

Markets tycoon Mark Power started his first market at the age of 25. Now he has 12. More than 50,000 people shop at them each week.

The young entrepreneur points to messages from then Queensland chief health officer Dr Jeannette Young who said in a letter to councils that open-air markets reduced the risk of the spread of Covid-19.

Power has led the charge to rid Brisbane of el cheapo trash-and-treasure markets and entice stallholders selling upscale bespoke goods and produce to replace them.

His markets are bobbing up everywhere from Redcliffe to Surfers Paradise, Carseldine to Nundah and the West End. Most operate on weekends.

“Each has its own genuine identity,” Power said.

“We see our markets as belonging to the communities they are in.

“They are family focused and offer the local community what it wants and needs.”

The markets have even invaded the Brisbane CBD. With 280 stalls, the Wednesday market at Trevor Reddacliff Place at the top of the Mall near Treasury Casino is one of the biggest in the country.

Power’s newest market is on the waterfront parkland on the Gold Coast that wraps around the striking new gallery HoTA (Home of the Arts). There are picnic spots with barbecues and a challenge for swimmers to complete the 677m loop around Evandale Lake.

Now Power, 42, is making a leap into the booming online business.

His Field Good platform has started delivering about 1000 items to Brisbane, Gold Coast and the Sunshine Coast.

The Covid-19 pandemic boosted the popularity of outdoor markets.

“Many of our vendors at our markets are keen to grow their micro businesses beyond the markets they attend but struggle due to the barriers of start-up costs, overheads and delivery issues,” he said.

“Field Good gives them the platform to reach more customers and grow beyond the markets they attend.

“We wanted to level the playing field for our farmers. The nature of shopping has changed dramatically during the pandemic, and they were missing out on the dramatic growth in e-commerce.”

Online shopping has increased in Australia by 39 per cent from 2019.

Power said Field Good would help “these amazing local micro and small businesses” compete with the national supermarkets and other retailers.

Field Good works in partnership with Home Delivery Service. There will be one delivery a week to start, but Power says he can quickly add more as demand increases.

“We see 50,000 customers through our markets each week, and many ask our vendors about their ability to deliver and order online, so we created Field Good to help them all grow,” he said.

“Many of our vendors at our markets and events are keen to grow their micro businesses beyond the markets they attend but struggle due to the barriers of start-up costs, overheads and delivery experience.’’

Enzo the Pasta King and Mark Power at Milton markets. Picture: Lachie Millard

MAKING DOUGH IN MILTON

Pasta masterEnzo Invincibilewas born on a tablecloth behind a stove in Naples 74 years ago. His mother was cooking when her waters broke, said Enzo.

The veteran restaurateur from Loganholme sells his pasta at six markets in Brisbane and the Gold Coast.

I caught up with him on Sunday at Brisbane’s Cribb St market in Milton.

It was there I also met Georgie Woods who sells a range of Giddy Citizen drinks.

These are perhaps the best non-alcoholic drinks I have ever tasted and include organic sparkling waters, apple cider vinegars and kefirs, fermented milk drinks good for the gut.

Like Enzo’s unusual pastas they will be available through the Field Good home delivery start-up.

I also recommend the fab smallgoods from mates Goran Radosevic from Serbia andVlad Vukoja from Croatia.

They make 80 products at their small Burleigh Heads factory. “We cut out the middleman,” said Radosevic.

Jeff Smith was a wine company executive with Yalumba until he retired and launched his movable butcher shop, The Meat Truck.

He visits markets at Milton, Redcliffe and Mt Gravatt selling beef from the Darling Downs. “If you buy from supermarkets, you don’t really know where it comes from,” said Smith, 64.

Other producers selling through Field Good include Oogie Mishtlerwho runs Bio Organic Farms in the Tweed Valley, Rufus King Seafoods from Stradbroke Island and Fonzie Abbott coffee roasted in Albion.

Cross Family Farms from Bundaberg are supplying boxes of vegetables that include beans, capsicums, snow peas, tomatoes and cherry tomatoes and zucchini.