Chapter 16
The Airey’s Inlet Farmers’ Market: Where the Coast Meets the Ranges
The growth of farmers’ markets in Australia during the past 5 years is nothing short of phenomenal. There are now about 80 markets in operation around Australia (Adams, 2007). This case study examines a farmers’ market held in the small coastal town of Airey’s Inlet, which is located on the Great Ocean Road, in the south-west of Victoria, Australia. The Great Ocean Road, an attraction in itself, has an international reputation, and extends 300 kilometres from Torquay to Warrnambool. It is one the most popular tourist attractions in Australia, attracting over 6 million tourists each year. Towns and beaches are scattered along the Great Ocean Road, some of which are large, such as Torquay and Lorne. Hence, there is no shortage of tourists for Airey’s Inlet to attract, but in a competitive marketplace, there is the challenge to actually motivate tourists to stop and spend some time in the town.
Research was undertaken on the Airey’s Inlet Farmers’ Market using a range of data collection methods including in-depth interviews, participant observation and media analysis, during 2005 and 2006. The farmers’ market commenced in late 2005, and was the brainchild of Paul Angeloni, a local resident and tourism operator. He felt that a farmers’ market would be sympathetic to the values of the Airey’s Inlet community, provide an opportunity to attract tourists to stop in Airey’s Inlet on their ‘Great Ocean Road drive’, and be the conduit for social cohesion within the community. A market committee was formed under the auspice of the Airey’s Inlet Hall Committee, and comprised seven local residents with a range of skills. The Airey’s Inlet Farmers’ Market was set up as a not-for-profit entity, with proceeds made to be channelled back to fund the upgrade of the hall’s kitchen to a commercial standard. It was hoped that such an upgrade would enable the community to then use the hall as a venue for a food and wine festival, and other community events, in the future.
The farmers’ market produced a number of outcomes for the Airey’s Inlet community. Many of these were expected, but as the markets and the research progressed, it became clear that many of these were surprisingly unexpected.
Social Outcomes
The markets provided opportunities for people to socialize. This was often nearby to a stall, and most frequently while drinking coffee or listening to the music that was provided. Young children were seen nearby the entertainment, dancing and singing – which very often became the entertainment in itself. This created a good ambience and a festive atmosphere at the markets. Like other tourism special events, some of the key motives for attending events is to socialize and to be with other people who are also enjoying themselves.
The markets provided a relaxed and friendly atmosphere for people to socialize. Indeed, one of the committee members interviewed for the study of the market talked about the positive emotions felt around the markets. People were happy, friendly and enjoyed the company of others, including attendees and the farmers. He said:
… (The markets are a) bit like your birthday when people bring you presents. There’s that look of happiness and expectation what it might be or what it means.
The markets provided an opportunity for attendees and the farmers to exchange information about food and the destination. Farmers at the markets share their knowledge about their produce, and how it should be stored and processed, and were quick to point out the differences between their produce and that available elsewhere at the ‘big stores’. Farmers exchanged recipes with attendees, and likewise attendees were doing the same with other attendees.
Not all the social outcomes of the market were positive however. One committee member noted that the market manager, who was a volunteer, put a considerable amount of his own leisure, and work, time into management of the market. This appeared to be at the detriment of his health and his business.
… One of the problems you have with something like this … like Tim, he’s done (all this work) on a volunteer basis and you’ll find if you talk to him now, he’s a tired man. He’s just, he’s really almost over it, which is unfortunate because what he’s created is so worthwhile (Peter).
Economic Outcomes
Without an economic impact analysis, it’s almost impossible to determine the economic outcomes of the farmers’ market. Some quantitative and qualitative indicators, however, provide some indications that the markets were successful from an economic perspective.
For example, it appeared that many of the attendees at the farmers’ markets were shopping rather than simply browsing.
People come and just buy from, you know, three or four or five vendors and they come with the money to do it. They bring their carry bags and you know, they’re happy to leave with their carry bags full or several of them. They’ll load up and take it back to the car. It’s really quite astounding really.
Reports in the media indicated that vendors experienced strong sales at the markets, particularly at the January market. The local newspaper reported that ‘one of the standouts was the Afghani Kasoundi … producers of the product had sold 63 jars in more than 5 hours at another market’, but at the Airey’s Inlet Farmers’ Market, they sold 100 jars in an hour. Furthermore, based on participant observation, one vendor indicated to another vendor that they had sold 200 units of one product which sold for Aus$3.00 per unit. While this is a high volume, but low unit price, product at the market, other produce at the market has a similar profile (e.g. fruit and vegetables). On the other hand, some of the produce at the market is more expensive. For example, the olive oil is priced between Aus$15 and $20 per bottle, as was the wine that was available at the January market.
Environmental Outcomes
There is an obvious connection between environmental sustainability and farmers’ markets, which very much stems from the connections between farmers’ markets and the Slow Food Movement. One key factor contributing to positive environmental impacts of the farmers’ markets is the reduction in ‘food miles’ travelled. As one interviewee indicated ‘as a small town, we always have to leave town to find fresh produce’. Residents of Airey’s Inlet usually travel to the supermarkets of Geelong, Anglesea, or Lorne, which are approximately 30, 10 and 25 kilometres away, respectively. Like most supermarkets in Australia, the fresh produce available in them is sourced from all over Australia and internationally. Furthermore, many of the farmers and value-adders at the markets would have likely distributed their produce outside of Airey’s Inlet, and most likely outside of the Surf Coast Shire, had they not had the opportunity to distribute their produce at the Airey’s Inlet Farmers’ Market. By reducing the number of food miles that fresh produce travels ‘to the plate’, a raft of factors detrimental to the environment is reduced. For example, fuel consumption is reduced, not only with regard to delivery of the produce to the consumer, but also with regard to the delivery of waste produce to landfill sites. Furthermore, the packaging of produce at farmers’ markets is less substantial than that at supermarkets. Hence, waste is reduced. Overall, there is no doubt that the ecological footprint of those households purchasing at the markets was reduced.
A major outcome of the farmers’ market is the development of a fruit and vegetable co-operative comprised around 20 to 25 families in the Airey’s Inlet community. Indeed this is a legacy of the markets. The co-operative now sources fresh produce fortnightly, from a farmer in the hinterland of the Otway Ranges, who is also a vendor at the farmers’ market. One person from Aireys’ Inlet is rostered to collect the produce each fortnight. One interviewee described what is like to be involved in the co-operative:
To make it sustainable, the (delivery person) gets their produce for free and they get paid $20 … (we get) good access to really great fresh produce, organic produce. And that’s been a bit of a spin-off from the market. So the market itself, you know has a really nice relationship with what people in town think, which is important (Eliza).
Reasons for Success
A number of reasons contributed to these outcomes, including:
These factors seemed to have resulted in the amelioration of a range of potential negative impacts of such an event on a small host community.
The role of the champion played an integral role in the success of the markets. The development of a farmers’ market was astute as it seems to have aligned with the values of the Airey’s Inlet community. One interviewee thought that a ‘farmers’ market works, as opposed to any other market in Airey’s, rather than some of the busier towns (along the Great Ocean Road) because it is a bit more laid back’ (Peter). While this study did not measure community pride, it seems that the markets further established, and perhaps, improved community pride in Airey’s Inlet.
A not-for-profit management structure was selected for the Airey’s Inlet Farmers’ Market. Some farmers’ markets in Australia, but not all of them, are managed on a for-profit basis. Such an approach would have been fatal for this particular market, as it is likely that it would have gained very little support from the local community. Furthermore, the committee was aware that a farmers’ market, while a seemingly compatible concept for the town, would encounter issues of sustainability. As such, they were able to recognize the signs of ‘volunteer burnout’, and committee members were able to ‘rise to the challenge’ in the management of the farmers’ market and play a more active role in its management.
The farmers’ markets appealed to both local residents and, according to one of the interviewees, a reasonable number of tourists interrupted their journey along the Great Ocean Road to visit the Airey’s Inlet Farmers’ Market. The farmers’ markets seem to have ameliorated the negative impacts of tourism on the town that might have occurred had another type of event been staged by the community.
Challenges and Opportunities for the Future
Farmers’ markets, like all special events, are not easy to organize. In rural and regional areas, in particular, their management, administration and operations are most often undertaken by volunteers, who very often have other equally important commitments. Volunteer burnout is a major issue for events, and farmers’ markets unfortunately do not escape this peril. This issue emerged in the Airey’s Inlet Farmers’ Market, which will undoubtedly continue to be a challenge for the market’s continued sustainability.
One other issue that emerged, which is also a challenge for farmers’ markets generally, is that it is often very difficult to attract large numbers of farmers to distribute their produce at farmers’ markets. There are barriers to participation, such as time. This impacts the range and quantity of produce that is available at farmers’ markets. The Airey’s Inlet Farmers’ Market found it difficult to sustain an optimum number of farmers participating in the markets, which has implications for its continued sustainability.
The future of farmers’ markets in Australia and New Zealand seems to be positive. Consumers are increasingly looking for fresh produce, which is grown and/or processed locally. Farmers’ markets are an ideal venue to satisfy this shift in consumer values. The sector is establishing networks and standards for farmers’ markets. For example, the Australian Farmers Market Association and the Victorian Farmers’ Market Association have developed strategic plans for the development of farmers’ markets in these regions, which include marketing, training and capacity building initiatives.
Reference
Adams, J. (2007). Guide to Farmers’ Markets: Australia and New Zealand. R.M. Williams Classic Publications, Mosman.