fresh state of affairs issue 4

mar

ch

042011

ISSN: 1838-7829

8

A dAy in the life of RetAil

6

QueenslAnd floods

Q&A with cAtheRine velishA

who’s who in the zoo

PitstoP RetuRns

stay or go? we don’t know!

Become a MMCS User for:• Security • Convenience • Control

When you sell your fresh produce:

• Reduce paperwork • Regain control

• Simplify payments • Ensure quality

• Enjoy the convenience • Maintain security

• Improve cash flow • Sell with confidence

LEt MMCS woRk foR you!

Melbourne Markets Credit Service542 Footscray Rd (MB 157)Footscray West Melbourne VIC 3003Tel: 03 9687 7333 Fax: 03 9687 7611Email: [email protected] www.melbmcs.com.au

Sign up today!

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Distribution:Fresh State of Affairs is produced by Fresh State Ltd and is a free publication.

issue 04 march 2011

2 | What’s on

3 | President’s message

14 | Pitstop

20 | Melbourne Markets Credit Service (MMCS)

24 | YEC Marketing

27 | Q&A: Catherine Velisha

contents

16 seed to table: Fresh Produce from Seed to Plate.

15 flood Relief donation: Fresh State raise money for the Queensland floods appeal.

10 who’s who in the zoo: The essence of what makes the Markets tick.

Published by:

www.freshstate.com.au

what’s on:

8 Retail: A day in the life of a Fresh Produce Retailer.

4 Relocation: Are we staying? Are we going? We just don’t know!

6floods: Business as usual for the Brisbane Markets.

president’s message:

03

Welcome to 2011 and the fourth edition of Fresh State of Affairs. It seems like only a few days ago that we launched the magazine, had a Labor Government in Victoria and had been finally working our way out of a decade long drought. That must have been 2010 because look how things have turned out!To have gone through three extreme events on top of significant flooding in Bundaberg, Rockhampton and Bowen in November only set the scene for what was to follow.

The devastation in the Lockyer Valley and the inundation of Brisbane showed nature’s other side. For the fresh produce sector, the flooding of Brisbane Markets was extremely difficult to handle as our interview with An-drew Young typifies. One of the enduring parts of this industry is that when someone is in trouble, we help!

Many people supported our colleagues in Brisbane either through the generosity of members and Fresh State, equipment or just getting produce to them so they could get their businesses going again. We lost count of the many B doubles that headed north or the efforts by wholesalers in sourc-ing and sending produce.

ABC television and radio ‘broke’ the story nationally from our markets about the efforts that wholesalers in Melbourne (and Sydney) were going to in helping their Brisbane colleagues. ABC, channels nine, ten and SBS recorded news and program

segments as did many radio and print me-dia outlets. As one journalist explained, ‘he now understands what wholesale markets do and he could not believe how much trouble people went to in helping friends in need’.

Media continued as the rains and floods hit Victoria and particularly Shepparton and the production areas north towards and on the river. The effect on the quality of pro-duce from the wet and humidity has made for a very difficult time for all.

And then along came Cyclone Yasi!! Be-cause of the rapport with media we were again being screened nationally and our Data Fresh system and the weekly banana production information Tony Nigro collects has been invaluable. We were able to be factual and often countered emotive inter-views from bias or uninformed sources.

The many, many hours spent with media have been onerous and I want to thank all those who helped with information, were prepared to be interviewed and who acquitted themselves professionally and openly through this time.

The relocation article Stay or Go – Don’t Know walks readers through the roller-

coaster of the Government’s review of the relocation project. At the time of writing, we do not know where our home will be, but almost every person in this community agrees that they want to stay at Footscray Road for the long term!

The new Minister for Major Projects Denis Napthine met with the Fresh State board between Christmas and New Year. After eight years of waiting I don’t

think an extra week or two will matter much.

Nationally, The Australian Chamber ‘Fresh Event’ this year is 16-19 March at Newcastle and we have partnered with PMA for a Fresh Forum to compliment the conference proper. This year the focus will be on busi-ness models and retail.

Our second Pit Stop health checks with the Royal Flying Doctors Service and GlaxoS-mithKline will measure your health on 24 March. Special guests are Kevin Sheedy and a brand new race car!

We also take a look at some of our retailers, products from seed to consumers and the work that the Young Executive are doing on a marketing program for the retailers!

Shane SchnitzlerPresidentFresh State Ltd

Fresh State Ltd makes this magazine available on the un-derstanding the users exercise their own skill and care with respect to its use. Before relying on, or altering any business practices, users should carefully evaluate the accuracy, completeness and relevance of the information for their purpose and should obtain appropriate professional advice relevant to their particular circumstances. This magazine contains views and recommendations that do not neces-sarily reflect the views of Fresh State Ltd.

Fresh State does not in any circumstances accept respon-sibility for the accuracy or suitability or otherwise of any in-

formation published in Fresh State of Affairs. Fresh State Ltd specifically disclaims all and any liability for loss or damage of any nature whatsoever and however arising, whether due to accuracy, error or omission or any other cause.

In addition, by using the information in this magazine, each user waives and releases Fresh State, its staff and agents from any and all claims relating to the use of this document. In no event shall Fresh State Ltd be liable for any consequential damages resulting from using the information in Fresh State of Affairs.

© Fresh State Ltd 2011

This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior permission from Fresh State Ltd. Requests and inquiries concerning reproduction and rights should be addressed to:

The EditorFresh State of Affairs MagazineMarket Box 113, 542 Footscray RoadWest Melbourne VIC 3003

Disclaimer:

what’s on:

From the President

One of the enduring parts of this industry is that when someone is in trouble, we help!

shane schnitzler

04 OF AFFAIRS issue 04 march 2011re

loca

tion

:

Stay or go

05

WE Don’t KnoW!

The Christmas edition of Fresh State of Affairs asked the new Premier Ted Baillieu where his new government sits in relation to relocation of the markets. The answer commenced Christmas week with a visit to the markets by the new Minister of Major Projects Denis Napthine. The Minister was exploring the project he inherited from the previous government and proceeded on a guided tour of the markets. After speaking at length to Fresh State President Shane Schnitzler, the Minister arranged to meet with the Fresh State board between Christmas and New Year when most people would expect politicians to be on an extended break.

The Fresh State board met with the Minister on Thursday 30 De-cember 2010 and had a far ranging discus-sion. The end result was that the Minister shared with the board that a review of all major projects was underway including relocation and that he expected a decision would be announced in ‘a couple of weeks time’ and wanted to know our position – stay or go?

The Fresh State members met the next week and were almost unanimous in their view that their preferred position is to stay at Footscray Road in the long term. Ad-ditionally there was a strong view that the site needed improvement and that after eights year in purgatory, a decisive answer was needed.

A letter from Fresh State President Shane Schnitzler to the Minister on Friday 7 January, together with over 120 signed letters from members in part stated “Overall

there is a strong view that the members preferred position is to remain at Footscray Road with long term security”.

Since then, the Minister informed the Fresh State President in late January that the relo-cation project was more complex than first considered, that he had asked that more information be provided, and the review was still going. He noted that the project appeared to have been a “stuff up” from day one under the previous government and that a final decision would be announced in the very near future. As at 18 February 2011 no decision had been announced.

Where does that leave us?

The letter to the Minister in part states, “Members’ views were clear in that a short timeframe and uncertainty of any relocation only adds to their frustration and impinge-ment of business that they have endured for

some considerable time and that by any standard is unacceptable”.

Whatever the decision of ‘stay or go’, we have achieved a number of key points. Firstly, the Government recog-nised members’ equity in late Novem-ber after intensive work between the Fresh State board and DIIRD.

The Government’s formal offer was recognition of equity for A and B stores and warehouse lease holdings as per the ‘scorecard’ in the Christmas edition. This was formal recognition of equity with the final valuation on a per square metre basis to follow.

In simple terms this means that the Government recognises members’ equity, both at Footscray Road, or if relocated to Epping. The interesting point here is that if the Government’s decision is to relocate to Epping, does

the new Government pick up at the same point that was officially put on the table by the last government? If not, who will decide on the starting point?

The second point is the simple message that the Government recognises that ‘those who pay the rent have the say’. Fresh State negotiated the equity position on behalf of members, the leaseholders’ in the market, who contribute over 80 % of the MMA rent roll. There are other market users but most only pay for parking or license fees and, rightly, the Government have only negoti-ated equity with those who have equity.

Lastly, it is hoped that the new Govern-ment are far more accomplished in the communications field than their predeces-sors as that track record is no benchmark to go by!!

The big question everyone is asking (at the time of writing) is “are we staying or going?” Answer – we don’t know!!

If the Government’s decision is to relocate to Epping, does the new Government pick up at the same point that was officially put on the table by the last government? If not, who will decide on the starting point?

Brisbane Market CEO Andrew Young said a lot has been achieved since the water levels reached 1.5 to 3 metres across the market site on 14 January this year.He said the entire market site was covered in slime and slippery brown silt. But, it was not just the slime and silt that was the problem. There was lots of debris in the waste, such as pallets, gas cylinders, building materials, pumpkins and other produce which had to be disposed of when the water receded.

About one hundred fork lifts, 15–18 trucks, and half a dozen cars were inundated by the water. The flood also reached and wrecked the market cold rooms. The water pressure blew out the cool room pipes.

Andrew estimates that about 8,000 cubic metres of waste and debris will have been trucked to land fill sites by the end of the recovery phase.

“I can’t speak highly enough of the com-munity spirit and preparedness by so many people and organisations to get the market back to business as quickly as pos-sible,” said Andrew.

“People streamed in from everywhere with cakes, drinks and other items to help us in any way they could.

“Government and other organisations such as the army, police, fire authorities, and state emergency service also assisted with the clean-up to help us quickly and effectively get back on our feet.

“There are just too many people and or-ganisations to thank individually. However, the massive team effort and resilience enabled us to bounce back immediately to almost normal trading and to reinstate our market café within two weeks.

“Everyone stood up to the plate and showed absolute courage and commit-ment in their response to the urgent situation.

“They went beyond the call of duty to get the job done,” said Andrew.

floo

ds:

06

Business as usual for Brisbane Market

within 72 hours of being hit with the worst flood since 1974, Brisbane Market began limited trading from the floor due to the mammoth effort by volunteers,

government and other organisations who understood the urgent need for an effective and operational fresh produce market.

OF AFFAIRS issue 04 march 2011

The floods have had a far reaching impact. Flooded and damaged roads have made it difficult to transport produce and produc-tion flows have been interrupted. Pro-duction areas and crops have also been damaged. While there was a brief period

of panic buying and empty retail shelves when the floods peaked, Andrew said normal produce volumes and calmness have been restored.

The financial cost is too great to esti-mate at this stage, but it is undoubt-edly significant. As well as the cost of cleaning up, there is the financial loss from not being able to do business and the cost of repair-ing and reinstating infrastructure and equipment.

It could take another 1–2 months for retailers and warehouses to get back to normal.

“We are thankful for every little bit of assis-tance we have received and relieved that we had no loss of life, as was the tragically

the case for others,” said Andrew.

“Our hearts go out to the people and families who lost loved ones.

“In the meantime, we have a little way to go in terms of

the recovery effort but it is important to remember that we have come a long way in just a few short weeks.

“Again, I can’t praise everyone highly enough for their courage and commit-ment at our time of need,” said Andrew.

07

About 8,000 cubic metres of waste and debris will have been trucked to land fill sites by the end of the recovery phase.

Business as usual for Brisbane Market

within 72 hours of being hit with the worst flood since 1974, Brisbane Market began limited trading from the floor due to the mammoth effort by volunteers,

government and other organisations who understood the urgent need for an effective and operational fresh produce market.

OF AFFAIRS issue 04 march 2011re

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:08

Prahran Market Frank Scaffaro: F&J Fruiterers 8 staff John Narduzzo: Pino’s Fine Produce 10 staff (3 generations)

Owned store: 20 years. John and Sam Narduzzo took over from their dad who opened the store in 1958.

Wakes up: 2.30am. 2.00am.

Starts work: 3.30am on Monday, Thursday, and Friday. 4.30am on Tuesday.

John calls wholesalers as soon as he gets up to locate and buy fresh produce. He spends about three hours at the market buying fresh produce.

Opens store: When Frank gets back from market. About 5.00am.

Specialises in: Freshly squeezed orange juice. Berries – John buys berries direct from farmers so they get to his store within 24 hours of picking.

Fastest moving item: Avocados, bananas, and strawberries. Berries and anything in season.

Slowest moving item: Baby squash and butter beans. Cabbages, kiwi fruit, leeks, dragon fruit.

Most unusual item: Black Russian tomatoes. Dragon fruit, star fruit.

Busiest time/day: Between 11.00am and 3.00pm – Saturdays. Mid-morning when the truck is being unloaded and displays are being set up – Saturday is the busiest day.

Quietest time/day: Early morning between 7.00 am and 9.00 am. Thursdays are the quietest days. Lunch time on Tuesday, Thursday and Friday.

Why do customers shop at your store:

Because Frank’s produce is fresh and high quality. Variety and consistent quality produce that is very fresh and that can be bought the same day it has been delivered by the wholesaler.

How do you know what your customers want:

After 20 years I know what they want and don’t want. Sometimes I get customers that want what I don’t carry in the store.

John’s store is not self-serve – he serves all his customers and knows their names and what they like and dislike – he also tells them what is in season and what produce has come in that day.

Uses biodegradable plastic bags:

Not at this time. Yes.

Saves energy and recycles: Nothing in place at this stage. Yes, through using recycled cardboard boxes and rainwater to wash down stands.

Likes most: Being involved with people. Interacting with customers and knowing they are happy.

Likes least: Getting up early. Standing on feet all day.

What is one piece of advice you would give to your customers:

Buy fresh high–quality produce and you can’t go wrong. Always buy fresh – nothing beats fresh.

What is one piece of advice you would give to anyone interested in managing a fresh produce store:

Be at your store – customers like to see you there. The customer is always right – keep your customer happy at all times because they are your bread and butter.

Buys and sells imported produce:

Yes. American Navels and Pomegranates because they are not grown in Australia at this time of year.

Not really. Customers prefer Australian produce but John will provide imported produce when Australian produce is out of season and only if customers want it.

a day in the life of a fresh pr duce retailer

09

An untypical dayAfter 20 years of selling fresh produce Frank Scaffaro from F&J Fruiterers in Prahran said every work day seems much the same, except the day he bought a new mobile phone.

After playing with his new mobile phone, Frank decided to go back to his old phone until he got used to the new one and went to bed at 9.30pm for a good night’s sleep.

At 2.30am, Frank’s mobile alarm went off and he woke up to find his wife was not in bed and his son was still up with the Xbox. After finding his wife in the lounge and telling his son to go to bed, Frank realised it was only 11.30pm and that he had only been asleep for little more than an hour.

“I had not put the correct battery and SIM card back in to my old phone so the time had re-set to zero and gone back 11 years,” said Frank as he laughed.

“Fortunately, this was not a typical day,” he said.

Generally, Frank gets up at 2.30am and goes to the Melbourne Mar-ket on Monday, Tuesday, Thursday and Friday to buy fresh produce to take back to his shop in Prahran where he sets it up again to “rock and roll.”

waste not, want notAny left-over or surplus produce from Pino’s Fine Produce in Prahran is given to Second Bite, a volunteer organisation that collects surplus fresh food from retailers then gives it to those in need.

Second Bite was established in 2005 by Simone Carson who decided she could no longer watch good food go to waste whilst homeless and less fortunate people went hungry.

Co-owner of Pino’s Fine Produce, John Narduzzo, was Simone’s first customer and was instrumental in helping her source other people willing to donate fresh produce for charity.

John and his brother Sam Narduzzo are also committed to recycling and helping the environment.

“We use bio-degradable plastic bags and we do not use any foam boxes. Instead, we use branded boxes that are made of recycled paper and which customers can use up to six times or more before they need a new box,” said John.

“We also use rain water collected by Prahran Market to wash our stands and other items.

“I wish there was a way to recycle time,” said John who is on the phone at 2.00am sharp each day to his wholesalers to find out what fresh produce they have for his customers.

“I love mushrooms in risotto and fried with bacon and eggs. They taste great and are high in protein. While I have fond memories of picking field mush-rooms when they were in season with my family, I am glad they are easier to get and I can buy them all year round.”

“I eat broccoli with almost every main meal because I like it and because it is the only vegetable my four year old daughter likes. I especially like the stems which are crisp and sweet. I also like the fact that broccoli has lots of antioxidants that may help prevent cancer.”

Anne oxer: croydon south

Bruce Pham: springvale

what consuMers say

f&J f

ruite

rers

Pino

’s f

ine

Prod

uce

LEFT: Frank Scaffaro: F&J Fruiterers RIGHT: John and Sam Narduzzo Pino’s Fine Produce

who

’s w

ho:

The questions have been increasing as re-cent TV and radio coverage conveyed a hive of activity on many news programs follow-ing the floods and cyclone. At times to the uninitiated, it may seem complex, but it is in fact quite simple - it is a wholesale market.

To grasp this we need to look at a definition of a wholesale market?

The Macquarie Dictionary describes it as ‘the sale of commodities in large quanti-ties, as to retailers rather than consumers directly’. And the Melbourne Wholesale Markets are just that – a wholesale market or location to facilitate produce exchange!

How Does it Work?

The Melbourne Wholesale Markets is the place where wholesalers consolidate produce from all over Australia (mostly) and overseas (less than 3%) and sell this produce to buyers from independent retail shops, from the large retail chains, from providores supplying the food service sec-tor and a small quantity to export trade.

Most wholesalers specialise in produce commodities and it is rare to find a whole-saler handling more than 25 different vari-eties at one time from the 100s produced. Within each variety there may be up to 8 or

10 different size and quality differences and it becomes difficult to manage the logistics. Different segments have been emerging such as processed or semi processed pro-duce and organics to name a few. Overall large quantities of produce are traded with over one million tonnes by volume and approximately $2 billion by value being handled annually by wholesalers through our market each year.

So what do we mean by wholesalers?

These are the people that buy or source produce from producers and then on sell this product. In simple terms, if you


who’s who in the Zoo

Many people ask about the markets – what is it, what it does, how it works, who is in the markets and why it is seen as a hot bed of gossip!

11

walk into your local greengrocer you will often see hundreds of different varieties of fruit and vegetables. They come from many different places and people but are consolidated at the markets by wholesalers.

An increasing trend has seen whole-salers buying farms or contracting or establishing joint ventures with pro-ducers to streamline produce systems and supply. And now more and more are venturing into food service and retail stores.

The Major Wholesalers in the Markets

The ‘A and B Stores’ are the pre-mium wholesaling businesses in the markets, (the other being trading floor), and those who have made the most significant investment both to their stores and onsite and offsite warehouses. Wholesalers in ‘A and B stores’ have long term leases with the landlord, (the Government via Mel-bourne Market Authority), and most have outlaid large sums of money to purchase the store and make improvements to meet the more

onerous requirements in produce handling and storage.

The investment in their stores adds value in they have better control of the quality and logistics of their prod-uct. This investment is normally in re-frigeration, cool room panelling, pallet racking and computerisation of their business. The three major ongoing costs of running a wholesale business are rent, labour and refrigeration.

Wholesalers are represented by Fresh State which has over 97% of available membership and membership rep-resenting over 80% of the Authority’s rent roll.

The independent retailers from Melbourne and regional Victoria are one of three customer categories of wholesalers. These number approxi-mately 700 with around half of these attending the market daily (not-ing there are over 1200 businesses registered in this category). This sector purchase around 50 % of the produce both for their own shops (70 %) and for on-selling to their local cafes and restaurants (30 %) in their local areas.

Wholesalers are represented by Fresh State which has over 97% of available membership and membership representing over 80% of the Authority’s rent roll.

12 OF AFFAIRS issue 04 march 2011

The competitive tension is all about the cost of the pro-duce. This is a very healthy tension and the interface of demand and sup-ply in a free market environment.

< continued from page 11 – Who’s Who in the Zoo

The sector is loosely represented by Green Grocers Victoria but membership of the or-ganisation has declined to around 20 mem-bers with what seems to be most retailers showing little support for their representa-tive organisation. To fill an obvious need, the Fresh State Young Executive Committee is developing a marketing program to assist retail businesses (the wholesalers’ custom-ers) and Fresh State is developing a chapter in its associate membership to accommo-date broader retail industry issues.

Major retail chains purchase a sig-nificant proportion of their retail offering through either wholesalers at the markets or through these channels from the farm gate. Often wholesalers own the farm and use the markets to manage their offer to the retail chains. Approximately 25 % of the market throughput goes to the large retail chains. The retail sector pay only for a park-ing space to attend the Markets.

An underlying characteristic of the market is the competitive tension that exists between and within the wholesale / retail interface. By this we mean that wholesalers have a product for sale and retailers want to purchase it. The competitive tension is all about the cost of the produce. This is a very healthy tension and the interface of demand and supply in a free market environment.

Providores and the food service sector make up the remaining 25 % of through-put. This sector continues to grow with its most pressing issue being the extended payment terms of restaurants and catering businesses impacting on cash flow. This group is represented by Fresh State’s Provi-dores Group and Fresh State has plans for a major function of restaurateurs and food service businesses later in the year to assist development. Members of this group often rent facilities at the market and have major issues with the ‘fly by nighters’ who operate out of the car parks around the markets undermining their business investment.

The Trading Floor, previously known as the Growers Floor, is the other model of wholesaling after the A and B Stores. Participants are licensed to sell produce on a monthly, weekly or daily basis. Historically, growers on the floor grew and sold their own produce and would sell their limited offering entirely on the day. This has changed with only a few remaining grow-ers selling exclusively their own produce. The great majority of traders sell produce from other suppliers to maintain their client base 52 weeks a year. Fresh State has coverage of over 50% of this area. Many of these traders have indicated that they wish to purchase an A or B Store but are reluctant at present due to the uncer-tainty on relocation.

A significant issue in this area is that the produce is only under a covered roof on the trading floor and is susceptible to the fluctuations of Melbourne’s temperamental temperatures. Although the ascetics may be attractive to the casual observer, the practical impact on produce and lack of cold chain management principles should not be tolerated and is not the image that the industry wants portrayed. This model is a cultural hangover from past days as the industry has significantly changed and needs urgent reconstruction.

Some traders in this section are members of producer or growers groups. Fruit Grow-ers Victoria is a primary producer organiza-tion that represents the interests of more than 300 fruit growing business in Victoria. They have few members selling produce in the Melbourne Markets and have little or no role in the Market.

Vegetable Growers Victoria represents over 100 vegetable growers in Victoria with around 20 of these selling produce in the Melbourne Markets. Some members of the leadership of both these groups have become members of Fresh State and are included in Fresh State’s Producer Group.

The National Flower Centre provides hous-ing for the wholesale exchange of flowers. This is primarily for three days a week with most flower wholesalers being growers as well. Participants are licensed to operate in their spaces in the Flower Cen-tre. Originally the flower merchants operated from the trading floor in the main fruit and vegetable area before the new centre was built in 1996.

The ‘Flower Market’ is represented by the Flower Traders Association whilst Flower Growers Victoria from the VFF represents producers through the Flower Market Users Group of growers. At a retail level, the Florist Association does representation work. Flow-ers make up less than 2 % of the Melbourne Markets throughput.

Given the diversity of market community as a whole and its many micro, small and medium businesses, people often misinter-pret competitive tensions as unhealthy or sometimes deliberately to foster their own self interests. They say that ‘empty vessels make the most sound’ and maybe this is true at times.

But the real essence of the market is that it is the vibrant, healthy interface of produce exchange and as a person said the other day – “the last time I drove in the gate the sign simply says ‘Melbourne Wholesale Markets’”!

13

The real essence of the market is that it is the vibrant, healthy interface of exchange of produce … The Melbourne Wholesale Markets.


Like last year, the Pit-Stop trainee doctors will conduct a range of free health tests including cholesterol, blood pressure, waist and body mass index (BMI) measurements. Most of us failed last year so we need to start getting into shape for this year’s test!

RFDS uses the Pit Stop to highlight the need for people to stay healthy by eating well – lots of fruit and vegetables, and to keep themselves in good working order through regular check-ups.

“We’re encouraging men to actively monitor their health and visit their GP once every 12-months for a general check up - similar to the way you might service your car,” said RFDS chairman, Peter Kronborg.

Shane Schnitzler, President of Fresh State added “the event is designed as a fun, easy

and interactive way for the market com-munity to have a quick, non-invasive health check and for us to see what impacts the early starting times at the markets are

having on our bodies. Special thanks to the MMA and Kleenheat for again supporting the initiative.”

Kevin Sheedy, the AFL legend and outspo-ken advocate for health, particularly men’s health, will open the event and then lead the charge to have his vitals checked!

Our first Pit Stop was held in March last year with over 300 of the market community members being checked. Of those, a num-ber were referred to their GP for further testing while there are some great stories

of people improving their health as a direct result of their ‘Pit Stop’.

The Kapiris Bros Racing Team will have their new Top Door Slammer onsite for the event. The new car is a Dodge, Saratoga and first hit the track in September 2010. The team have recorded a 6 flat on the quarter mile and are hoping for better later this season. This car is a must see!!

is back. how are you shaping up?

Pit StOP!m

en’s

hea

lth

To highlight the issue of people’s health in the markets and to coincide with the Australian Grand Prix, Fresh State together with our partners The Royal Flying Doctor Service (RFDS) and GlaxoSmithKline (GSK) will hold our second pit-stop at the Melbourne Markets on Thursday 24 March 2011, from 6am.

We’re encouraging men to actively mon-itor their health and visit their GP once every 12-months for a general check up.

Kevin Sheedy – Greater Western Sydney AFL Coach

15flood relief donation:

The Brisbane floods were by any measure a devastating event with many lives lost and property dam-age into the billions of dollars. The event was brought very close to home with the inundation of Brisbane Markets and presented the stark reality of the event affecting the wholesale sector.

Fresh State and Fresh State members raised $50,000 to contribute to the Queensland Premier’s Flood Appeal and hopefully help those in most need. This is a significant contribution and the individuals and their businesses should be congratulated.

As well, the assistance provided to indi-vidual businesses in Brisbane to get back on their feet was inspiring. Wholesalers in Melbourne were purchasing, packing and

freighting produce to Brisbane so as their colleagues could continue to service their customers through some very difficult logistical circumstances.

For this sector though, help has gone much further. The unseen part is the help and assistance that wholesalers have given to growers particularly by loaning the producer money to get back on their feet or in financing the next crop. And with the Victorian floods, this assistance has been further forthcoming.

This typifies Fresh State members in that they are extremely generous in helping people in need whilst often preferring to remain anonymous. This event is one of many ongoing charitable works wholesal-ers undertake including Foodbank, We Do Care, The Melbourne Market Lions Club, and only a short time ago, the Black Satur-day fires.

This typifies Fresh State members in that they are extremely generous in helping people in need whilst often preferring to remain anonymous.

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Two wholesalers from Melbourne Market give you a snapshot of what is involved to get mushrooms and broccoli from the farm gate to the retail shelf. They provide an overview of the produce, followed by some growing, market and retails highlights.

Mushrooms by Alf leuzzi, Mushroom centre Melbourne Broccoli

by veli velisha, veli velisha fresh Produce

Where: Mushrooms are grown throughout the state and country because they are grown indoors and can be grown anywhere.

Broccoli is grown in most states – Victoria has 40–50% of the total broccoli market.

How many farms: 15 mushroom farms in Victoria. 40 broccoli farms across Victoria, Queensland and Tasmania.

National production:

Approximately 65,000 tonnes produced per year nationally.

Approximately 50,000 tonnes produced per year nationally – 53% of this share belongs to the Victo-rian market, 20% to Queensland the remainder to Western Australia, New South Wales, and Tasmania.

Victorian production:

Approximately 20,000 tonnes produced per year in Victoria.

Approximately 24,000 tonnes produced per year in Victoria.

Consumption: National consumption is approximately 3.2 kg per person per year.

National consumption is approximately 2.4kg per person per year.

Fresh produce from seed to plate

17

A medium sized mushroom farm produces an average of 20 tonnes of mushrooms per week.

The most popular commercially grown variety (of broccoli) is calabrese – because it has a high weight yield and is more resistant to white blister disease.

18se

ed to

tabl

e:OF AFFAIRS issue 04 march 2011

Production value: National gross value of production is worth approxi-mately $425 million per year to Australia’s national economy.

National gross value of production is worth approxi-mately $90 million per year to Australia’s national economy.

Retail value: National gross value of production is approximately $750 million per year to Australia’s retail economy.

National gross value of production is approximately $150 million per year to Australia’s retail economy.

Varieties: There are thousands of mushrooms varieties. There are a wide variety of commercially grown broc-coli such as calabrese, sprouting and romaneso.

Commonly grown: The two most common commercially-grown mushrooms are white and brown Agaricus because they are robust, have a higher production yield, have good flavour and are easier to grow and can be picked the way growers need them to be picked.

The most popular commercially grown variety is calabrese – because it has a high weight yield and is more resistant to white blister disease, which is caused by a fungus.

Seasonal: Mushrooms are not seasonal and are grown indoors in climate controlled rooms – 40 years ago, mush-rooms were seasonal and were grown in the field or in railway tunnels and were available in Autumn only.

Broccoli is seasonal – Tas (Jan to Apr), Vic and WA (Oct to May), and Qld (May to Nov).

Growing time: It takes six weeks from spawn to harvest. Broccoli is grown in the field and is seasonal. It takes 16 weeks to get from seed to harvest – four weeks in the nursery and 10–12 weeks in the field.

Farm production: A medium sized mushroom farm produces an aver-age of 20 tonnes of mushrooms per week.

A large commercial grower can produce about 30 tonnes of broccoli per week.

Most significant cost:

Wages are the most significant item of cost in grow-ing mushrooms – wages comprise 35% of the total cost of growing mushrooms.

Growing broccoli is the most expensive item in the production cycle – it costs about $1.40 per kg to grow broccoli.

Effect of recent rains:

Raw materials were affected by recent rains – wheat was not able to be harvested so stubble, which is used for compost base, was not readily available and therefore more expensive due to limited supply.

Broccoli crops in Victoria have not been affected by the recent heavy rains. However, crops in Stanthor-pe Queensland have been wiped out and will need to be re-planted.

< continued from page 16 – Fresh Produce from Seed to Plate

White button mushrooms and flat or open mushrooms are most popular.

19

Time from farm to market:

Mushrooms are picked in the morning and deliv-ered to market the same day and ready for sale the next day.

It takes 1–2 days to get broccoli crops to retailers or market depending on the cooling method used.

No. sellers at Melbourne Market:

There are two mushroom growers and eight mush-room wholesalers at Melbourne Market.

There are eight wholesalers selling broccoli at Melbourne Market.

Popular varieties: White button mushrooms and flat or open mush-rooms are most popular.

The most popular variety is calabrese.

Storage – market: Mushrooms can be stored for 14 days at 2°C – they will keep growing and opening up if they are stored at warmer temperatures.

Broccoli is best stored packed in polystyrene at about 3°C.

Left over stock: There is little waste and leftover stock because mushroom production is very stable.

If stored correctly, there is little waste from broccoli, which can be stored for up to 10 days.

Time from market to retail:

Small retailers buy mushrooms in the morning and have them on their shelves the same day.

Broccoli gets to retailers the same day when it is bought from Melbourne Market.

Storage conditions – retail:

Generally retailers keep mushrooms at around 15–16°C so the shelf life is shortened to about 2–3 days on shelves.

Temperatures fluctuate at many retail outlets so broccoli has a shorter shelf life of about 2–3 days.

Time stored: Because mushrooms are grown seven days a week, there is no need to store mushrooms for any period of time.

Generally, retailers would only store broccoli for less than one day.

Best buying time: There is no best time to buy mushrooms from retail-ers because they are readily available and supply is not limited.

There is no best day to buy broccoli from retailers because it can be bought daily when in season.

Consumers’ opinions:

Consumers either love or hate mushrooms. Those that love mushrooms must have them.

Consumers either love or hate broccoli. Those that like it think it has a pleasant taste and that it is a versatile vegetable with preventative benefits against cancer.

Those that like it think it (broccoli) has a pleasant

taste and that it is a versatile

vegetable with preventative benefits against

cancer.

20

By Mark Perree

what is it?

ManageMent LiabiLity

insurance cover:

mel

bour

ne m

arke

ts c

redi

t ser

vice

:

Business can be hard enough and keeping expenses in check, finding and keeping the right staff and sourcing quality stock seems to eat up most of our time. But problems and obstacles can get in our way which can distract our normal routines and work practices.

Contact Safer Storage Systems for all your second hand storage requirements

449–451 Hammond Rd Dandenong South 3170 Victoria Phone 9706 5526

www.saferstoragesystems.com.au

FreshStateAdvert_DD.indd 1 10/2/11 12:59:44 PM

AdveRtISement

occupational health &

safety

Insured: Privately held company with

40 employees and annual revenue of

$9.5 million.

Scenario: During a busy time, the

Company employed a part-time

contractor who caught his hand in

a machine and lost two fingers. This

resulted in a full occupational health

and safety investigation.

Company was found liable for $100,000

plus paid $45,000 in defence costs.

cLaiM:

outcoMe:

employment Practices liability: wrongful terminationInsured: Privately held company with

19 employees and an annual revenue of $3.7 million.

Scenario: A supervisor was termi-nated by his employer for smoking in a

restricted area of the building. The ter-minated employee sued his employer for

wrongful termination based on age dis-crimination from comments made by his

supervisor such as “you’re too old”. The employee further alleged he could only

be terminated for good cause, although he had a history of poor performance

issues. The dismissed employee sought back pay, front pay, damages, and legal

fees totalling an estimated $275,000.

The employer settled with the dismissed employee for $350,000 and the employer

also paid $130,000 in defence costs.


21

ManageMent LiabiLity

insurance cover:

employment Practices liability: wrongful terminationInsured: Privately held company with

19 employees and an annual revenue of $3.7 million.

Scenario: A supervisor was termi-nated by his employer for smoking in a

restricted area of the building. The ter-minated employee sued his employer for

wrongful termination based on age dis-crimination from comments made by his

supervisor such as “you’re too old”. The employee further alleged he could only

be terminated for good cause, although he had a history of poor performance

issues. The dismissed employee sought back pay, front pay, damages, and legal

fees totalling an estimated $275,000.

The employer settled with the dismissed employee for $350,000 and the employer

also paid $130,000 in defence costs.

cLaiM:

outcoMe:

crime: Altered chequesInsured: Wholesaler with a staff of 86 employees and an annual revenue of $15 million.

Scenario: A debtor clerk misappropri-ated $200,000 by altering cheques received from debtors.

The clerk named themselves as the payee, and continued a cycle of pay-ing debtors accounts with funds from other debtors over a period of eighteen months. This continued until her absence from work when the fraudulent scheme was discovered.

Outcome: Total loss to the wholesaler amounted to $300,000.

cLaiM:

outcoMe:

Some potential problems can be outsourced or offloaded via insur-ance and most of you will hold insurance cover to protect your business against losses arising from damage or loss due to fire, water, storm, vandals and theft.

One area which is not as visible and yet more and more claims are occurring on a regular basis stem from the economic loss exposures associated with managing a business. Potentially directors, managers and employees can face claims against them arising from employees, sharehold-ers, competitors, creditors, regulators, clients or customers, and liquidators and /

or administrators.

Did you know that Management Liability Cover is rapidly becoming a “must have” insurance cover for all business owners and operators? It is one of the most compre-hensive yet under-valued covers available.

Management Liabil-ity Cover provides against claims aris-ing in the following areas:

• EmploymentPractices Liability: Wrongful Dismissal; bullying in the workplace;

• OH&Sinvestigationcosts;

• Theftbyemployees–canbecash or stock;

• StatutoryLiability/PecuniaryPenalty–protection against fines;

• TaxInvestigation;and

• Directors&Officers–boththeCompany and Individual.

The claims below are typical scenarios and might not grab the headlines like the recent case involving a former CEO of David Jones or Clive Peters’ accountant who is alleged to have swindled almost $20m over a period

of time, nor the recent events both in Victo-ria and Queensland. We also saw first-hand the damage caused from the hailstorm occurring in March last year and the impact that can have on your business.

But these events do occur and are coming to light on a much more frequent basis. Most of the claims below have also been experienced at one time or another in the markets. So when the time comes to pay your insurance renewal, think twice to make sure it matches to what your business needs - Management Liability Insurance Cover could be the best solution!

crime: theft of inventory

Insured: Wholesale products distribu-

tor, with a staff of 500 employees and

an annual revenue of $10 million.

Scenario: A manager of the company

and an employee together manipulated

inventory supply numbers of raw mate-

rial to defraud the company. Both raw

products and finished products were

stolen and sold by the manager and

employee over a two year period.

Total loss to the distributor was in excess

of $1.6 million plus costs of a private

investigator to uncover the scheme.

cLaiM:

outcoMe:

When the time comes to pay your insurance renewal, think twice to make sure it matches to what your business needs.

22 issue 04 march 2011OF AFFAIRS

Presenting the “To Inspire and Inform” Conference. This conference will be the first combined annual fresh educational event held in association with PMA Fresh Forum for the fruit and vegetable sector in Australia. The event will unite wholesalers, retailers, growers, market managers, credit managers, marketing managers and key suppliers and will address interests and issues relevant to:

• Vertical & horizontal integration of wholesale busi-nesses with moderator, ABC’s Peter Couchman

• The focus, thoughts and actions of high achievers in business with renowned sales and marketing spe-cialist John Lees

• The future of fresh produce imports

• Strengthening Your Business For the Future

In addition to our educational agenda, special highlights will include St Patrick’s Day Bow Tie Dinner and Aus-tralian Chamber Awards Presentation with comedian, Jimeon. We also have an exciting Partners and Next

Generation Program that will add value and knowledge to delegates as they continue to do business in the current challenging economic environment. Finally, join in the celebrations to conclude the conference at our industry Race Day with proceeds going to support our colleagues in the flood devastated region of Queensland.

“To Inspire and Inform” will offer something for all indus-try stakeholders and provide a wonderful opportunity to connect with old and new contacts, share ideas and experiences and explore opportunities to grow your business.

There has never been a more vital time for the fruit and vegetable industry to come together for a brighter and more profitable future!

For more information and to download a regis-tration form go www.newcastlemarkets.com.au

MAJOR SPONSORS PLATINuM SPONSORS GOLD SPONSORS

BRONzE SPONSORS SuPPORTERS

To Inspire and InformThe AusTrAliAn ChAmber of fruiT And VegeTAble indusTries ConferenCe 2011 March 16-18 in newcastle

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A characteristic of the independent retail sector is the lack of an industry approach to marketing as each retailer tends to look after their own interests rather than taking a collective approach. Competition with the large retail chains is difficult and undervalues the service and knowledge the independent retailers provide for consumers.

The research by the YEC has been fruitful with most wholesale markets either having a marketing program underway or developing one. Most programs are aimed at children and / or through schools whilst others are an information source for consumers on fruit and vegetable products and recipes. Few communicate directly to consumers.

Perth

The market community in the Perth Markets has been investigating the possibilities of a marketing program for the independent retailers for some time. Last year a joint initiative between the WA Chamber (Fresh State’s equivalent in WA) and the Perth Market Authority saw the early development / framework for such a program with some supporting website development to complement this and other related programs. It is anticipated

that the development work will lead to the program being launched later this year.

Newcastle

Newcastle Markets run a ‘Fresh Approach Program’ aimed at promoting healthy kids by engaging through schools. They have also become part of the ‘Fresh for Kids’ program run by Sydney and Brisbane Markets.

Adelaide

The ‘Burst of Freshness’ program is an initiative of the Adelaide Markets that was launched late last year to support of the SA Chamber wholesalers and their independent retailers. Initially it has been set up as an information website for consumers with such things as product information, a retailer’s guide and recipes whilst more extensive programs are in the planning.

Brisbane

Marketing in Brisbane is done jointly between Brismark, Fresh State’s equivalent and Brisbane Markets Ltd, (Brismark owns 30% of BML and they share staff in marketing). Brisbane has joined Sydney and Newcastle with the Fresh for Kids program, the Brisbane version being called ‘Queensland Kids Fresh Net’.

Fresh Taste is the Brisbane retailer development program. Retailers who sign up to the program make savings with bulk purchase of items like recipe cards and enviro bags and take part in in-store competitions.

Sydney

Sydney Markets Ltd have developed and run the Fresh for Kids program whilst the NSW Chamber, Fresh State’s equivalent, developed the ‘Everybody’s Body’ program some five years ago. This appears to be the only program that is aimed at the general public and wider community and uses general media – radio and newspapers, to communicate directly to consumers and point them to their local greengrocer. Some features of the program are;

The Everybody’s Body Committee is made up of Wholesale representatives, Retail representatives, Credit Services representatives and NSW Chamber representatives and is a Committee of the NSW Chamber. It is aimed at strengthening both the Wholesale and Retail sections of the industry and is largely driven by the Market Industries Committee, the younger members of the market community, as they have the enthusiasm and energy to develop and drive the program forward.


developing a Marketing Program for retailers

For some time the YEC have been investigating marketing programs in the other markets around Australia to gain an

insight into ways of helping our independent retailers.

25

The program enables more affordable advertising packages, seasonal competitions, the promotion of fruit and vegetables as a health food, along with the individual promotion of specific products. Competitions with major prizes and scratchy vouchers are issued at retail outlets and are redeemable when submitted from retailers so that the bulk of funds can be recouped by participating stores if their staff promote the competition and engage with customers.

Funding for the program is operated through the Sydney Market Credit Service with participating Wholesalers contributing a nominal percentage of turn-over on a weekly basis and participating Retailers on a sliding scale of turnover. This enables an across the board contribution based on turnover and does not disadvantage the smaller operators.

There is good acceptance of the program and the jingle ‘Everybody’s Body need fresh Fruit and Vegies ‘ is now well known.

Melbourne

The MMA developed the Market Fresh program which has had very limited success whilst their Schools program seems to have gone well.

Fresh State have developed a library of 40 produce DVDs for the retailers to play on

their in-store televisions. These DVDs explain where each product is from, how to handle it, suggestions on cooking and recipes information for consumers. Trails of the DVDs have been very well accepted by both the retailers who have been doing the trials and by their customers.

A Fresh State initiative has seen the DVDs used on ‘The Food Coach” website which is part of the Bigpond website.

Where to from here?

The YEC are commencing interviews with retailers to see what their thoughts are and to roll out the DVDs. They will then develop a program that can eventually be self funding and advantages both wholesalers and their retail customers.

The aim is that the program is directed at consumers rather than the retailers themselves and has a high content of delivery through general media so as to direct consumers to their local greengrocer.

The YEC are charged with presenting a final proposal to the Fresh State board including financial modelling and measures to assess success of the program by March.

developing a Marketing Program for retailers

Most programs are aimed at children and / or through schools whilst others are an information source for consumers on fruit and vegetable products and recipes.


Melbourne, Australia – Are you doing everything you can to energise and promote your business? Fresh Connections 2011 Conference and Trade Show will feature the largest gathering of the global produce industry in the Australasian region when it brings the industry together from 8-10 June, making it a prime opportunity for businesses to increase their vis-ibility through exhibitor and event sponsorship opportunities

A strong presence of retail buyers and producers is set to attract a record crowd to Fresh Connections 2011 and with over 80 exhibitors and 1000 delegates expected to attend from across the entire fruit, vegetable and floral supply chain in Australia, New Zealand and internationally, it will be the industry’s largest networking, education and information event.

According to past exhibitor, Rob Anderson, Business Manager for retail packaging firm edp australia Pty Ltd, it was the opportunity to network and increase edp’s visibility that first attracted them to Fresh Connections.

“The opportunities to network and showcase our latest product offering is what first attracted us to Fresh Connections” said Anderson. “As a service provider to the industry for more than 60 years, we have found exhibiting at Fresh Connections a great way to catch up with our clients, both old and new. It brings the entire industry together –we’ll be back exhibiting again in 2011 that’s for sure.”

Shane Schnitzler, Chairman of the Australian Chamber says that one of the major benefits of Fresh Connections is the ability to see all your busi-ness contacts in a couple of days.

“This is the only event where wholesalers will be able to connect with suppliers and retail customers under the same roof, on such a large scale” said Shane Schnitzler. If you want to increase your visibility as a business, there really is no better platform than Fresh Connections 2011 for showcasing your company on both a local and international level.”

This year, organisers have introduced a number of new initiatives to attract as many delegates as possible from all sectors of the industry on both sides of the Tasman, as well as many international visitors.

“With many New Zealand companies now supplying the Australian market, and vice versa, this is a great opportunity for these suppliers to

network, exhibit, and really showcase the variety and quality of products available, to both Australasian and international retailers” “ said Michael Worthington, CEO of PMA Australia-New Zealand.

The new initiatives include an increased focus on having more fresh produce on display in the exhibit hall, and a greater presence of growers and retail buyers networking under the one roof.

Fresh Connections organisers are also working with local, national and international retailers, both large and small, for them to bring their buying teams and main decision-makers to meet with these exhibitors.

“What we want are more buyers and sellers of fresh produce to create an even bigger and more diverse trade show - a real marketplace” said Worthington.

Sharnah Coulthart, a member of the conference taskforce, said the response to last year’s show was fantastic and that resulting interest in both sponsorship and exhibitor opportunities at Fresh Connections 2011 was the strongest it had ever been.

“There are so many people who want to promote their new products and showcase their innovations to the industry,” she said.

This year, PMA Australia-New Zealand (PMA A-NZ) and the Australian Fresh Fruit Company (AFFCO), the successful collaboration behind Fresh Event 2010, will partner with the Australian Chamber of Fruit & Vegetable Industries to co-host the three-day event

“Wholesalers continue to play an important role in the value chain in this country and therefore we are delighted to be associated with Fresh Con-nections 2011,” said Schnitzler.

Strong presence of retail buyers, producers set to attract record crowd to Fresh Connections 2011

Bringing the industry together

hosted by:

PMA Australia-New Zealand, the Australian Fresh Fruit Company (AFFCO) and The Australian Chamber of Fruit & Vegetable Industries are combining forces to make Fresh Connections 2011 Conference & Trade Show the major networking, educational and business event

for the entire fruit, vegetable and fl oral industries in the Australia and New Zealand region.

With the theme of ‘Bringing the Industry Together’, Fresh Connections 2011 will unite even more people than the very successful ‘Fresh Event’ in Melbourne in June 2010. This will be the largest gathering of local and international companies associated with the produce and floral industries, right across the value chain from growers through to retailers and associated service industries.

Based on the highly successful PMA Fresh Connections events run by the Produce Marketing Association in the US, Fresh Connections 2011 will be sure to inspire, impress and address the key issues affecting our industry.

For more information about exhibits, sponsorships and registrations, visit: www.freshconnections2011.com.au

Alternatively, please contact:

General Enquiries: Sonja van Eijk (Australian Chamber) E: [email protected] M: +61 (0)421 632 521T: +61 (0)3 9689 3233

Sales Enquiries:Shane Schnitzler (Australian Chamber)E: [email protected]: +61 (0)419 585 342

Conference and Trade Show: Brisbane Convention and Exhibition Centre: 8-10 June 2011

Media Enquiries:Michael Worthington T: +61 (0)3 8844 5536 E: [email protected]

Erin Hart T:+61 (0)3 8844 5536 E: [email protected]

news releaseFeb 15 2011

About Fresh Connections 2011

27

Works:Veli Velisha Fresh Produce, Melbourne Market.

Lives:Maribyrnong.

Most of my day is spent:Working at the market on week days and socialising with friends on the weekend.

The football team I barrack for is:Western Bulldogs.

My favourite Melbourne Market moment is:

Friday lunch time because I can go home and put up my feet.

The quality I respect most in an employee is:

Diligence to get the job done.

As I have grown older I have learnt:Not everything is what it seems.

If I described my business to a stranger I would say:

Chaotic as there are lots of aspects to what I do.

The qualities I most enjoy about Melbourne Market are:

Humour and vibrant atmosphere.

The pets I have are:An Exotic (like a short–haired Persian) cat called Harris.

In my spare time I:Do yoga to relax and go to the gym to work out.

My first job was:

With an ice cream shop.

My fondest memory is:

Family holidays to the Gold Coast.

The aspect of my job I like the most is:The fast pace.

The thing I dislike the most is:Early and long hours.

I am passionate about:

Friends and family.

My business associates would say that I:

Am hard and uncompromising.

When I was a child I wanted to be a:A surgeon like those in ER.

The place in the world I would most like to go is:

Spain for the culture and colour.

The thing a lot of people don’t know about me is:

I wear bed socks.

My favourite fruit or vegetable is:Banana and iceberg lettuce.

up close and personal with catherine velishaIt’s a tough gig for any woman who works at Melbourne Market which is dominated by men that have been in the industry, it seems, for ever. Catherine Veli-sha from Veli Velisha Fresh Produce is one of the few women that sell on the market floor in the early hours of the morning, when anyone who is not at the market is most likely still asleep in bed.

At 26 years of age, Catherine is pragmatic, but passionate and optimistic, about the industry she loves. Despite becoming an insomniac and being sleep deprived, Catherine gets to the market at 1.00 am to sell her father Veli Velisha’s vegetables. She checks off the stock, assesses the orders, breaks up stock, and serves cus-tomers. She then goes upstairs to balance the stock and money she has received for the produce on consignment, works out the pay-out prices and finishes her work day around lunch time after re-ordering stock and talking to growers.

“I work as hard as all the men and have earned their respect,” said Catherine.

“While they treat me as an equal, I have had to learn to develop a sense of hu-mour to cope with the bantering and to become more tolerant of the differences in the way we communicate.

“I can’t count how many times in a day someone says to me ‘I would like a nice lettuce just like you,” she said.

Catherine would like to see more women selling at the market. Her advice for them is to have a sense of humour and to “think differently about sleep because it is not a necessity.”

Fortunately for the industry, Catherine is also a member of the Fresh State Young Executive Committee which is a ‘breeding ground’ for potential Fresh State board members.

While Catherine loves her job, she sees the hours as an issue for the industry be-cause it limits the opportunities to attract new and younger people who are put off by the working hours.

“The market hours are extremely tough and isolating, they take you out of main-stream society,” said Catherine.

“There is also a ‘work hard for success’ ethic and culture that does not fit with today’s beliefs by young people, who want to work smarter not harder, and to balance their work life with their lifestyle activities.

“I am interested in taking over my father’s business one day but I would change the way I did things which, I guess, would not be unexpected.

“In ten years though, I hope I’ll be relaxing on a beach in Bali,” said Catherine.

cath

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:

q&a“I work as hard as all the men and have earned their respect.”

Catherine is pragmatic, but passionate and optimistic, about the industry she loves.

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• Reduce paperwork • Regain control

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fresh state of affairs issue 4

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