INDICATIVE of growing demand statewide, starting in December Mansfield will host two Mansfield Farmers’ Markets a month alongside the Outdoor Provedore, with fresh, seasonal produce direct from local producers or makers available now most Saturdays in the month.
Alli Walker who recently notched up an impressive anniversary with the Mansfield Farmers’ Market turning 15, had the idea for two markets a month prior to COVID.
However at the time the stallholders she approached did not feel they had the capacity to add another market to their itinerary or were committed elsewhere.
So she put the idea on the backburner and went about business as usual, that was until early in the year when some of the stallholders reached out to her, to see if this was something she was still interested in doing.
It was.
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“Stallholders love Mansfield as a market,” said Alli.
“They are happy with the set-up and location along with both strong local and tourist trade; the bonus on top of the return loyal clientele is that most weekends there are visitors to the town.
“A lot of markets in Melbourne are weekly, which encourages consistency in this way of shopping supporting local growers and producers and prioritising fresh food.
“I knew that Mansfield had the capacity and the demand to sustain another market, and I just wanted to provide this quality alternative on a more regular basis.”
Kicking off in December, the market will run on the second and fourth of the month, with Alli confirming around 70 per cent of stallholders will be familiar faces at the new market.
“The bonus of the additional date is that we are also able to open the event up to new merchants and producers who might not have been available on the fourth Saturday of the month,” she said.
“The base suppliers will all be there, but we’ll be offering up a bit of variety and potentially a slightly different mix of stallholders.”
Alli discussed the growing demand for farmers’ markets was driven by numerous factors, with COVID-19 pandemic shortages making people more aware of where their food came from, providence becoming part of the criteria when purchasing groceries.
She also mentioned an influx of new businesses and enterprises entering the space, looking to markets to promote their produce.
“Typically a lot of producers and makers across the North East are older - that’s the demographic,” she said.
“However we are beginning to notice some younger producers coming through bringing a fresh outlook and different perspective.
“This energy and enthusiasm is also contributing to an increased demand, not just from consumers, but from stallholders for more markets and outlets to sell their products.”
Following repeated requests from customers seeking to access high-quality fresh food and beverage, local market gardeners Cam and Sim Boyd launched the Outdoor Provedore in March this year on Mansfield's High Street.
“Wanting to bring something unique to Mansfield, we selected only the finest authentic producers our region has to offer, based on their sustainable farming and production practices, high-quality products and most importantly, for their wholesome and delicious food and beverage,” said Sim, who co-founded the Outdoor Provedore and runs Heirloom Naturally, growing organic heirloom vegetables and seeds in Mansfield since 2017.
The couple feel incredibly privileged to work alongside such an impressive group of farmers, bakers and distillers.
"They work tirelessly to bring us the most magnificent products to feed our families," said Cam.
"They are the genuine superstars of our market.”
Both Cam and Sim said they have received positive feedback with support only growing from not just within the community but beyond.
"It has been incredibly encouraging,” said Cam.
Though neither of Mansfield's local markets are accredited with the Victorian Farmers’ Market Association (VFMA), both the Outdoor Provedore and the Mansfield Farmers’ Market share the organisation’s ethos, with increasing demand for market-bought produce a wider trend.
Sarah Parker, VFMA Executive Officer, explained the growing demand for farmers’ markets can be attributed to multiple factors, as consumers desire a relationship with their food producers, fostering trust and contributing to a sense of community.
The VFMA recently trialled its new metrics platform at several markets and initial data highlighted consumers’ appreciation for sustainable practices by farmers’ market producers.
Organic, chemical-free, reduced packaging, regionally or locally produced, handmade and free-range products were all listed as reasons driving sales, with consumers seeking out farmers’ markets for these items.
“There’s an increasing understanding of the relationship between food, health and well-being,” Sarah said.
“People are more conscious of their dietary choices and prefer farmers’ markets for high-quality nutritious food.
“Growing awareness of carbon footprints, climate change and environmental impact is also driving consumers to make more informed choices.
“Produce from farmers’ markets often has lower carbon kilometres bought directly from the producer, unlike supermarket goods that may be transported and handled multiple times.
“Consumers prefer purchases that contribute to solutions rather than problems.”
Sarah also referred to the Australian Competition and Consumer Commission taking legal action against Coles and Woolworths for breaching consumer law and allegedly misleading shoppers, saying “it was no surprise consumers were seeking alternatives."
“Purchasing directly from farmers, makers and bakers at farmers’ markets ensures money goes straight to the producer,” she said.
Farmers’ markets also serve as a launchpad for businesses, with new stallholders able to trial ideas and products whilst benefitting from insights and information shared by more experienced stallholders and market committees.
And without huge overheads, markets represent a risk-reduced environment when starting off, whilst the exposure builds profile and creates connections.
Increasing interest in markets is not just limited to North East Victoria or Australia even, with Sarah recently returning from the World Farmers’ Markets Coalition general assembly which was held in Rome during July.
The coalition encompasses 20,000 markets, 200,000 farming families and over 300 million consumers worldwide, with Sarah amongst 100 global leaders in agriculture and community development at the event, speaking at the meeting on local initiatives and the VFMA experience.
Representing the VFMA, one of 70 associations from more the 60 countries in attendance, Sarah said the event highlighted the importance of sustainable local food systems and fostered a global farmers’ market community of practice.
The focus was on delivering sustainability goals through action at local farmers’ markets, bridging the gap between rural and urban areas, empowering local economies and promoting biodiversity through farmers’ market partnerships.
With Mansfield welcoming its third producer market for the month, those sustainability goals are being realised locally.
