In 2001, I recall a close friend of Eliza and I being excited about the start of Tasmania’s first modern-era farmers’ market - in Burnie, on the north-west coast. An organic enthusiast, he anticipated farmers’ markets could solve many of the problems facing farming in Tasmania. They would be a way for farmers who were doing something against the norm to engage with the public, and the conscious shopper could source local food. Tasmania, with its abundant produce, would be a farmers’ market winner.
Our friend teamed up with a few other passionate locavores to present a case to the Burnie Show Society. The society was a logical place to start: it had an existing committee, a suitable venue, and the market proceeds could assist to keep the society running. The society accepted the proposal and the farmers’ market was born. It quickly became a success, with roughly 1,000 people wandering through the gates with their shopping bags every fortnight. The stallholder fees provided a much-needed injection of funds for the show society. The show societies of Wynyard, Devonport, and Launceston soon launched their own farmers’ markets, after seeing the success of Burnie.
A small and scattered population made it challenging for all the markets to be a raging success. Initially, the rules were that stallholders had to produce everything they sold. Unfortunately, the reality was that northern Tasmania was a producer of commodities, and few farmers grew niche products or were interested in taking what they grew to market. For generations their job was to farm and let the processing companies sell what they delivered to them. Due to a shortage of farmers wanting to go to the markets, the committees began to allow producers to sell wholesalers’ products to ensure there was enough range for the customers.
The committees were also worried about the lack of produce farmers could grow in the Tasmanian winter, and as a result introduced the 80/20 rule, where stallholders could source 20 per cent of their items from other producers. Many people saw this as the decline of the markets, as the rule was hard to police and easily abused. All of a sudden supposedly local produce, like sweet potatoes and oranges, started appearing at coastal markets alongside cheap wholesale vegetables. Tourists travelling in the region would have left disappointed with the quality of some of the produce on offer, a situation that wouldn’t have helped grow the quality Tasmanian brand.
In hindsight, the cash-strapped show societies were perhaps not the best groups to run the markets, as they were more interested in collecting funds to repair their showgrounds, than care about running a true farmers’ market and ensuring it reflected the best produce of the region. Ten years on, Burnie is still going strong, the Wynyard and Devonport markets remain, but the original Launceston farmers’ market has folded.
In February this year a new farmers’ market was born in Launceston called Harvest. In contrast to the other farmers’ markets in the north, it was started by a couple of passionate foodies who, on moving to the region, couldn’t believe it was lacking a high quality farmers’ market. They had done their homework (a survey showed a high level of demand from the public), they had reviewed successful market structures and governance, and had lobbied the local council for a suitable venue. Importantly, they had a long list of producers who were crying out for a suitable farmers’ market. They also had confidence that a genuine farmers ’ markets could be successful – in the south, the highly popular Farm Gate market had been running in Hobart for the past couple of years.
Harvest was launched on Festivale weekend by delicious magazine’s Vali Little and to date, has been a resounding success. Shoppers in Launceston can now access some of the best produce of the north. They have an opportunity to meet the farmers and form a greater connection with their food. Travelling tourists also get the chance to try a whole range of Tasmania’s finest produce in the one spot.
Harvest has been great for the stallholders too: instead of taking home a vehicle of produce, many are selling out and leaving the market with a smile on their face. The confidence of a reliable market has seen existing businesses expand and new businesses created.
An unexpected benefit has been the chance for producers to get to know other each other and share information and skills. Collaboration among producers is an important step as the food culture in northern Tasmania develops, as food trails begin to emerge, and as the region begins to back its reputation as a food destination.
View our farmers' market schedule here.
