Home' Smart Farmer : April 2010 Contents APRIL, 2010
BY ZANNIE FLANAGAN
CEO ADELAIDE SHOWGROUND
LAST week, my home phone handset died on me. I
was going to have to wade my way through the
myriad selections on offer.
Everything seems to be on special these days, so it
wasn't as much price that I was worried about but
being able to speak to someone who really knew what
they were talking about, and who would assist me in
making the right choice and provide a service in case
something went wrong in the future.
Not wanting to travel too far and knowing that I
become completely overwhelmed in large retail stores
when faced with having to make an uneducated choice,
I headed first to my local electrical supply situated in
the main street of McLaren Vale, 10 minutes from home.
The assistant was closer to my age than my daughters'
-- 12 year olds always make me feel completely
inadequate. He happily showed me the range available
and recommended the same brand that he had recently
bought, which also happened to be the cheapest on
offer and the simplest to use.
The experience was so stress-free that I thought I
should make the most of the great service on offer and
continue with the retail therapy. I eventually left the
shop with the handsets, a new television and a DVD
player, all for less than $800. For another $50, I could
have had someone to install the TV for me, but I
declined and happily spent the next hour or so setting
On reflection, I realised that the whole experience
meant that I had felt confident to spend more than I had
planned. I knew that if a problem arose, I could return
to the store and speak to the assistant directly (we were
on first name terms by the time I left). I trusted him. And
better still, I wouldn't have to go to some hideous super-
store miles from home.
It suddenly occurred to me that this is exactly how
people feel when they shop at the Farmers Market.
Customers trust the people who are selling to them.
They know they can return produce, complain to or
compliment the stallholders at the next week's market.
Regular customers also know that if they don't receive
satisfaction from the stallholder then the management
will follow up for them.They have developed
relationships with the stallholders and they often know
their names and their family members. In one case I
know of, a stallholder even went on holiday with one of
Customers feel valued because they are valued.The
market transactions are direct and transparent and the
person serving them will be there next week to face the
music if that trust is abused.
Holy Goat, a very successful small goat cheese
producer in Victoria, gave a presentation to the National
Farmers Market conference in Victoria late last year.
The philosophy behind their business success is based
on the following formula: Growth = Quality +
sustainability + generosity. If sustainability means
pricing and production ensures business longevity,
quality means ensuring your customers are satisfied
enough to keep buying your product, and if you mix in
some generosity of spirit and product samples then
surely this is an ideal formula for success.
Personal service and real respect for customers in this
global world of super stores is in short supply no matter
how many times you are told to 'have a good day.'
The growing popularity of businesses that put
customers and quality at the top of their business
priority list will be the winners.
Food with a face, from a place and with real taste is
the farmers' market mantra. Add to that personalised and
respectful service, and customers cannot resist coming
back for more!
Put trust back into the food chain
SOUP KITCHEN: Bradd Johns, from the Crowne Plaza, hands
out soup at his demonstration session.
ALL SET: Jo-Ann and Roger Aay, of Aay's Fresh Herbs,
prepare their stall for market day.
BY BRENTON TAMBLYN,
FIRST we had the decade of economic rationalism --
remember if it wasn't profitable, it had to go. So long
ETSA, the E&WS, Qantas and others.
Then we had the decade of globalisation -- hello China,
the internet and the global financial crisis. That was fun.
But now we are beginning the decade of sustainability.
The difference is that sustainability is foolproof, providing
The human species is remarkably adaptable and
innovative. People are installing rain water tanks, drip
irrigation systems and solar panels. We are driving more
fuel-efficient cars and using energy-efficient light bulbs
The farmers market is a case in point.
Take Charlotte Morley, from Illawong Texel Lamb.
Charlotte's property is at Parawa, 30 kilometres west of
Victor. The meat is processed at Normanville and then
sold at the market and retail outlets on the south coast.
She looks after her land and wastes nothing -- now that's
Neil and Deb Hosking are another good example. Neil
fishes local waters, employs local people, spends
thousands of dollars locally buying fuel and ice for each
trip and processes his catch on his property just outside
Victor and sells locally.
The food kilometres for these two producers are
negligible. They both work incredibly hard feeding the
people of the south coast.
Food security is the latest buzzword. Councils are now
employing food security officers and their job is to get
people planting food crops, whether it be individually or
with community gardens and allotments. Food is about to
become a scarce commodity. There are six billion
mouths to feed and two billion of those people are
becoming increasingly more affluent -- I'm referring to
China and India. We saw it happen many years ago with
crayfish. Crays used to be an affordable treat, but now
the bulk of the commercial catch is exported live to the
markets and restaurants of Asia.
The moral of this blog is to think sustainable. Shop
locally, support our local producers and ask where this
produce comes from.
SUSTAINING FRIENDSHIP: Charlotte Morley, Illawong
Texel Lamb, Parawa, with Brenton Tamblyn, Victor Habor
Farmers Markets, and 'Boots'.
Every Saturday morning
in the Grosvenor Gardens
from 8am till 12.30pm.
Contact Market Manager Brenton
on 0439 849 824
Meet the grower,
Taste the region!
Willunga Town Square
With more than 55 stalls selling fresh primary
produce from regional farms and Fleurieu products,
shoppers experience a diverse variety, showcasing
all that is fresh and seasonal
Come and see Ashley & Christine at the
Victor Harbor or Willunga Farmers'
Market on alternate weeks.
Phone us today on 8558 8165
for our market location, any enquiries or
fresh from the farm to you!
• Fresh Free Range Turkeys
• Fresh Free Range Chickens
• Fresh Free Range Ducks
• Fresh Free Range Geese
• Fresh Free Range Eggs
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