Issue link: https://viewer.e-digitaleditions.com/i/95079
currentaffair "Australians are very concerned with the provenance of their food, knowing how and where it originates." Not to be left behind, in June this year Coles announced it would start selling more local produce in its regional stores. The 'Meet the Buyer' roadshow, which launched in Adelaide in August, invited local suppliers, food manufacturers and farmers to showcase their produce to Coles and, if eligible, begin selling their items in its stores. The 'Value of Australian Made' survey published by Datamonitor in October 2011 – and referenced by Coles – found that almost 70 per cent of Australian consumers were passionate about homegrown products, placing a 'high' or 'very high' level of importance on buying Australian goods. It makes sense that Coles is keen to capitalise on the gate-to- plate revolution, but time will tell whether this is more than just a marketing stunt. Australia Post has also joined in, launching an online version of a farmers market, called Farmhouse Direct, with the support of the Victorian Farmers' Markets Association. It aims to make farm-fresh produce available seven days a week. Shoppers purchase directly from the grower or producer, similar to a real- life market, and thus return money to regional communities. Everything from meats, fruit and vegetables, baked goods and oils to beauty products is on offer. Although the cost is higher than shopping at a supermarket, it provides consumers who don't like the monopoly of the 'big two', and who want to support boutique producers, with a choice. There are additional benefits, as Jane Adams explains: "Australians are very concerned with the provenance of their food, knowing how and where it originates. Shopping direct from the producer doesn't just mean you are cooking and eating fresh, nutritious food, it also means you can seek your own paddock-to-plate warranty." Adams says this model works well for the farmers, too. "There are multiple benefits for farmers and artisan food producers who choose to reduce links in the food supply chain. They maximise profit margins and can often reduce transport and packaging costs. They can trial new varieties, sell excess or blemished crop that may be rejected by their regular wholesale customers, and develop new trading paradigms. Selling direct from gate to plate can be extremely rewarding." Farmers markets have taught us a lot about fresh produce: it tastes better; it's better quality; and buying it direct from farmers supports our rural communities. Perhaps more importantly, these markets are a reminder of the power of consumers: people who are wandering around a market on the weekend, sipping a cafe latte and picking up a tray of mangoes, can quietly start a revolution. 78