Australia's national fruit and vegetable retail program, A Better Choice!, has launched a new national campaign titled Go Local for Your Fruit & Veg to encourage consumers to buy produce from independent retailers.
The campaign, filmed across five states, features local fruit and vegetable retailers who source produce daily from Central Markets. It aims to highlight the role of independent fruit and vegetable stores in connecting consumers with growers and wholesalers across the country.
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According to A Better Choice! National program manager Nina Torkman, the campaign seeks to remind consumers of the importance of local supply chains. "This campaign captures the real people and real stories behind Australia's fresh produce," she said. "It's about reminding shoppers that choosing local isn't just about great quality, it's about the community and care for the fresh produce that you can find at local independents."
Torkman added that many local retailers and wholesalers begin work before sunrise to source seasonal produce directly from wholesale Central Markets, underscoring the commitment involved in keeping local stores supplied.
The Go Local for Your Fruit & Veg campaign presents examples from both urban and regional retailers, showing the variety of independent fruit and vegetable outlets across the country. It focuses on how these businesses operate within the broader agricultural supply chain.
A Better Choice! is a joint initiative of Fresh Markets Australia (FMA) and the Central Markets Association of Australia (CMAA), representing more than 800 independent fruit and vegetable retailers and associated wholesalers nationwide.
© FMA
© FMAFor more information:
Nina Torkman
Fresh Markets Australia
Tel: +61 (0) 403 799 068
Email: [email protected]
www.freshmarkets.com.au
