Issue link: https://viewer.e-digitaleditions.com/i/95079
currentaffair In the cities, demand has driven the establishment of 'IGA Marketplace' stores that emphasise fresh foods from local producers. These stores have also been given 'farmers market' appeal with the addition of a cafe, so customers can feel that shopping is a relaxing, social event rather than a chore. And it's working. As food consultant David McKinna told The Australian recently, in Western Australia, South Australia and Tasmania, Coles and Woolworths have been losing market share to independent supermarkets such as IGA, local farmers markets and smaller fresh-food grocery shops and delicatessens specialising in regional fare. "My feeling is that Coles is starting to feel a bit of customer resistance; our focus groups with generation Y in particular and some gen Xers show that they don't like the power of Coles and Woolies," McKinna said. The 'big two' have been compelled to jump on board the gate-to-plate revolution. It could be argued that farmers market shoppers made an important discovery, one that spurred the revolution forward dramatically: locally sourced fresh food tastes better than the produce they were used to buying. It also lasts longer once it's back home as it's likely to have been harvested within the past 48 hours rather than transported, stored and displayed, meaning less wastage and better economics. Woolworths was the first to tackle the issue, first launching its 'Fresh Food People' advertising campaign in 1987 and changing its supply chains to ensure products were no longer kept in cold storage for months on end. Its most recent advertisement campaign shows the farms where food is sourced, and the farmers who produce it, in an attempt to emotionally link consumer and farmer. Fortunately for Woolworths, more consumers are now aware of the concept of seasonal produce. Shoppers may not be aware of which fruits and vegetables are best at which time of the year, but they know that if they buy tomatoes from a supermarket chain in winter it's likely top 10 risk factors for global mortality, accounting for 2.8% of deaths worldwide. World Health Organization, low fruit and vegetable consumption is among the FAST FACT According to the they'll have less flavour and colour than the ripe offerings in summer. This can partly be attributed to the popularity of celebrity chefs, who are encouraging us to use in- season produce when we cook at home, and are doing the same in their restaurants. MasterChef Australia regular Matt Moran, from Aria restaurant in Sydney, says his contemporary menus are inspired by his passion for sourcing the finest seasonal produce available. "From an early age I have had a strong love of food and local produce. I believe that seasonality is an important basis for menu production and one of the most significant ingredients in achieving a flavoursome, balanced and premium quality menu," he writes on the Aria website. Awareness of seasonality has led to a shift in consumer behaviour: demand for all produce to be available year-round has fallen. Consequently, Woolworths is able to maintain higher quality by concentrating on supplying fruit and vegetables in season, thereby reducing storage time and keeping nutritional values at peak level. 77