By Jen Barwick
The 6000 or so Adelaideans who turn up each Sunday to roam 80-plus stalls selling South Australian produce, meals, condiments and sweets already know the Adelaide Farmers’ Market is pretty special.
But it’s now official. The Australian Traveller magazine recently voted the Adelaide Showgrounds-based Adelaide Farmers Market as Australia’s No.1 farmers’ market. In a list of the magazine’s 10 favourite farmers’ markets (including the Barossa Farmers Market at No.9) it notes the markets many mouth-watering treats, including the native-inspired ice-creams from Bushtucker Ice-cream.
So, we’ve asked Adelaide Showground Farmers’ Market general manager Elaine Ratcliffe for her own top 10 reasons as to why so many South Australians flock to these markets each weekend.
- Produce aplenty
“South Australia almost has this natural advantage, the soils, environment and climate to grow such wonderful produce. We’re extremely fortunate in this state to have access to such produce… it would have to be No 1 reason for this market’s reach and success.”
- Proximity to market
“Our stall holders come from all over South Australia, which reflects again that amazing diversity our state delivers. Looking at the stalls it really reflects that regional diversity and seasonal variation… and we’re lucky that it’s all still close enough that we can get the producers here each weekend.”
Stallholders and local producers Food Forest, Annemarie and Graham Brookman, travel from Gawler to share their produce with customers.
- Spoilt for choice
“The size of the market and variety of stalls means you can genuinely do a weekly food shop here. We have it all – from dairy to protein, ready-made meals to dry and fresh pastas, spices and condiments.”
Around 6000 people attend Adelaide Showground Farmers Market from 9am to 1pm each Sunday.
- Location, location, location
“Our location is definitely an advantage. We’re pretty central, particularly for the city to south residents, but it’s also a short stroll to train, bus or tram and being at the showground means there’s a couple thousand carparks available.”
- Long-term relationships
“The longevity of some our stallholders is also an important factor. There’s a significant number of them today who were here in 2006 when we began – it’s definitely helped build loyalty and relationships.”
- Buying direct
“There’s undoubtedly been a growing awareness and interest in the traceability of food. Being able to buy direct from the people who grow the produce or make the meals and products – means people can ask questions and feel confident about its origins.”
- Additional activities
“Some of the other activities we do are really well-established and have a great following – like our cooking demonstrations and kids club. We’re quite lucky to have the kitchen here at the showground which we can use.”
- New ideas
“We’ve been working quite hard in the past 12 months to identify some new activities and events – like our family days, seasonal gardeners’ markets and things like our ‘borrow a shopping trolley’ and car-pooling programs. It’s helping us convert a really good awareness of the market into actual growing attendance.”
- Trust & teamwork
“We now have an established brand and name that people have trust in – and not just customers but our stall-holders and staff who work at the market also can trust in the market and have a that it’s a good working environment. If they are happy here then that passes on to those they sell too, as well.”
- Star power
Former Masterchef runner-up and SBS TV chef Poh Ling Yeow’s stall and TV series has proved a popular addition to the market.
“There was a definite spike in visitation after the first episode of Poh & Co aired earlier this year, which showed her at the market. All TV and media coverage is gold for us… and we’ve received quite a few enquiries about Poh and her stall but it’s been great – they may come here to see Poh but they soon discover there’s plenty more for them to discover.”
Former Masterchef runner-up and SBS TV chef Poh Ling Yeow’s stall and TV series has proved a popular addition to the market.
The Adelaide Showground Farmers Market runs from 9am to 1pm every Sunday. A smaller version of the market is held at Prospect (adjacent to the Town Hall) every Thursday from 3pm to 6.30pm.