Independent Great Greengrocers join forces for the fight for flavour

Independent Great Greengrocers join forces for the fight for flavour

Independent Great Greengrocers join forces for the fight for flavour

MEDIA RELEASE
Thursday 3 October 2013

Independent Great Greengrocers join forces for the fight for flavour

A battalion of independent Western Australian greengrocers today celebrated the importance freshness and flavour plays in influencing the choice of in-season fruit and vegetables.

Agriculture and Food Minister Ken Baston today launched the Great Greengrocer campaign which has grown from a concept developed jointly by the Perth Market Authority and the Chamber of Fruit and Vegetables Industries WA.

Perth Market Authority chief executive officer Stephen Ward said feedback from independent greengrocers who are daily customers of the Authority's wholesale markets at Canning Vale pointed towards just how much customers appreciated being able to buy the best quality in-season products and get great advice on innovative ways to prepare them.

"The comprehensive campaign aims to encourage customers to support local independent greengrocers and provide them with a united platform to inform consumers about the full benefits of buying fresh produce and what is seasonally available to them at their local specialist independent fruit and vegetable retailer," Mr Ward said.

"Local independent greengrocers maintain expert knowledge about handling, storing, preparing and cooking fresh, seasonal fruit and vegetables and can offer customers a range of ideas and suggestions about serving fresh produce in interesting and delicious ways.

"The campaign aims to increase consumer awareness of the importance of choice, flavour and the excellent knowledge-base customers can tap into."
Long-standing independent greengrocer Vasili (Basil) Gotsis of Fresh Provisions Mt Lawley and Bicton is a second generation greengrocer and said he found customers these days were always on the lookout for the freshest produce available that provided best flavour quality and plate appeal.

"My family and business partners have been involved in building the trust of our customers for more than 30 years and this campaign is really important as it will let even more people know just how important it is to join the fight for freshness," Mr Gotsis said.
"There is a new wave of consumers who are constantly looking to source the best, freshest fruit and vegetables ingredients, not just for that special dinner but for their everyday meals.

"And they are always seeking advice and tips from our staff on how to prepare the more unusual varieties on the market today."

Domenic Scutti who operates Scutti – A Taste of Europe in South Perth said he was up each day well before Perth workers' alarm clocks ring, seeking out the best produce and freshest varieties in the markets.

"We make it our business to look at, touch, and smell what we are sourcing for our stores so our customers can shop with confidence knowing they are buying the best available in any season," Domenic said.

Stephen Ward said the Great Greengrocer campaign currently features 15 independent retailers stretching from Bunbury to Wanneroo and hoped to support as many of the 400 independent retailers throughout that State as possible.

"Customers need to know they are able to buy produce that simply oozes quality and freshness and adds up to good nutrition and value for money," he said.

"We are encouraging Western Australians to join the fight for flavour and shop at their local Great Greengrocer," Stephen said.

ENDS

Media contact:
Nicole Fernandes
Perth Market Authority
T: (08) 9456 9200
M: 0407 101 701
E: nfernandes@perthmarket.com.au

Deanne Matusik
Professional Public Relations
T: (08) 9388 0944
M. 0415 645 175
E: deanne.matusik@ppr.com.au