Farmers Markets: The cost of living impact on fresh produce

Want to make your dollar go further when doing the weekly food shop? Here’s how your local market could help.

Amber Creek Farm’s Amelia Bright selling pork at the Coal Creek Farmers Market, Korumburra. Picture: Yuri Kouzmin

More shoppers are buying their fruits and vegetables from a local fresh food market, with many citing growing disillusionment with the major supermarkets, producers say.

Amber Creek Farm owner Amelia Bright, at Fish Creek, has noticed an uptick in numbers coming through the multiple weekend markets she attends, with more people purchasing bulk orders of her pork products instead of placing orders online.

“People are still conscious about how far their dollar is going, but that face-to-face interaction is being valued,” Ms Bright said.

She said while the cost of living has affected agriculture, some operations have been able to hold their prices steady in comparison to the greater movements in price at the supermarket.

“People are seeing prices might be comparable at a market, but they know where those dollars are being spent, and they’re being spent in our local economy, helping employ people on those farms,” she said.

Amber Creek Farm’s Amelia Bright selling pork at the Coal Creek Farmers Market, Korumburra. Picture: Yuri Kouzmin

The trend in consumer shopping has extended to the metro regions, with Melbourne’s oldest continually-operated market, the South Melbourne Market, also noting a rise in visitors.

South Melbourne Market executive director Sophie McCarthy said foot traffic at the city-based market has been high, “with all market trading days seeing an increase from last year”.

“Markets provide farmers and local producers and growers a short supply chain to get their goods into the homes of shoppers,” Ms McCarthy said.

“Knowing where your food comes is coming from is becoming so important for the discerning shopper.”

Coal Creek Farmers Market, Korumburra, David and Sharon Weymouth, from Koonwarra, "Coffee's Up". David said he’d noticed an uptick in the number of people coming to markets in recent months. Picture Yuri Kouzmin

Australian Farmers Market Association national spokesperson Jane Adams said farmers markets have been operating in Australia for 25 years this year, with about 200 markets trading nationally.

Gil Freeman, from Kardella and Julie Riley, from Dumbalk. Picture: Yuri Kouzmin

“Numerous current inquiries into the supermarket duopoly have put it out there, people over the dinner table are talking more about where they buy their food … some consumers have been reviewing that and making changes,” Ms Adams said.