Home' Smart Farmer : April 2014 Contents Smart farmers' markets
SmartFarmer • April 2014
NEW national consumer res--
earch has examined where
Australians typically shop for
their fresh vegetables -- and the results
may surprise mainstream fresh food
The Colmar Brunton Omnibus
Survey -- conducted in January
and February 2014 on behalf of
the Australian Farmers' Markets
Association -- reports that 14 per cent
of the respondents typically bought
vegetables at farmers' markets. In
addition, 4pc said they bought them
directly from the farmgate or roadside
"Previous consumer research
on vegetable purchasing has been
restricted to mainstream retail chan-
nels. This is the first time shoppers
have been able to indicate farmers'
markets as a source of vegetable sup-
ply," said association spokesperson
Jane Adams "These national results
indicate the pivotal and growing role
farmers' markets play in healthy eating
and in Australia's fresh food supply.
Strong consumer demand for seasonal,
paddock-to-plate vegetables -- be they
dirty spuds, celery or organic beetroot
-- is the mainstay of successful of
"What's more, this data shows the
powerful capacity of farmers' markets
to return value to the farmgate of
the hard-working family farmers and
horticulturists who choose to sell their
vegetable crops direct to shoppers at
Other outcomes of the Colmar
Brunton research -- which had 1000-
plus respondents -- showed that
females were more likely to shop for
vegetables at farmers' markets.
Notable too was the finding that 9pc
of respondents said markets, includ-
ing community or municipal markets,
were their main stops for vegetable
Most (3pc) shopped at farmers'
market. Other non-mainstream supply
channel options included in the survey
were community markets, municipal
markets and wholesale markets offer-
ing retail sales access.
There are more than 150 best-prac-
tice farmers' markets trading regularly
in all states. The vibrant community
movement has progressed since the
first market started trading in Vic in
• Need to know more?
Markets represent 14pc of sales
Females more likely buyers
Direct buying constitutes 4pc
Ursula Etzler, Hope Forest, buying her vegetables at the Willunga market.
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