Discover the grocery shopping trend Australians have turned to: 'There is something better'
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A surprising trend has emerged among savvy Australian consumers.
More and more shoppers are choosing to bypass the traditional supermarket aisles and instead are buying their groceries directly from the source—the farmers.
Companies like Our Cow, which delivers meat directly to households nationwide, have seen a significant increase in customers.
In just the past three weeks, the company has reported a 25 per cent surge in clientele.
'We've given farmers a lot of hope that there is something different, there is something better,' Our Cow Founder Bianca Tarrant said.
While the premium organic products offered by these farm-direct services may not be cheaper than supermarkets, the appeal lies in the fact that a larger share of the profits goes to the hardworking farmers.
'They're directly supporting the Aussie farmers who put their blood, sweat and tears into producing food every day,' Tarrant said.
Sydney mum-of-two Julia Abdilla, for instance, hardly visits her local supermarket anymore.
Instead, she orders meat every fortnight through Our Cow and fresh produce through Lettuce Deliver, spending about $400 a week.
'You've got a list you can work with, you've got a budget you can work with,' Abdilla said.
'I did find that the cost is comparable to going to the supermarket, when you take into consideration the time and effort…I've got better things to do than spend my time at the grocery store.'
The rise of farm-direct grocery services is a testament to the growing consumer awareness of the value of their dollar.
'Everyone is feeling the pinch on their bottom line, so a grocery bill is a potential place you can look for savings,' UNSW Economist Professor Gigi Foster said.
'There's growing consumer awareness of where they may be getting a raw deal.'
Farm-direct grocery services have been around for years, but many have reported a sharp increase in customers in recent months as supermarkets face growing scrutiny over rising prices.
Farmers Pick, a service that delivers imperfect fruit and vegetables, said its products are up to 30 per cent cheaper than major supermarkets.
Its customer base has also doubled in the past three months alone.
Rita’s Farm Produce, a comparatively smaller operator that caters to NSW and ACT residents also noticed an increased demand at local farmers markets and online.
However, this model isn't always successful.
Grocery delivery service Aussie Farmers Direct collapsed in 2018 after more than a decade in business.
At the time of its closure, it had 260 employees and more than 100,000 regular customers.
'It's really not clear whether this is going to be a major disruptor,' Foster said.
'Once the grocery stores catch up with the fact they can't…mark up as much…they will start to lower their prices, and the advantage starts to disappear…there's a bit of a fashion cycle to these types of things.'
Have you tried buying your groceries directly from farmers? Share your experiences with us in the comments below.
More and more shoppers are choosing to bypass the traditional supermarket aisles and instead are buying their groceries directly from the source—the farmers.
Companies like Our Cow, which delivers meat directly to households nationwide, have seen a significant increase in customers.
In just the past three weeks, the company has reported a 25 per cent surge in clientele.
'We've given farmers a lot of hope that there is something different, there is something better,' Our Cow Founder Bianca Tarrant said.
Farm-direct grocery services have recently seen an increase in their clientele. Image source: gpointstudio on Freepik.
While the premium organic products offered by these farm-direct services may not be cheaper than supermarkets, the appeal lies in the fact that a larger share of the profits goes to the hardworking farmers.
'They're directly supporting the Aussie farmers who put their blood, sweat and tears into producing food every day,' Tarrant said.
Sydney mum-of-two Julia Abdilla, for instance, hardly visits her local supermarket anymore.
Instead, she orders meat every fortnight through Our Cow and fresh produce through Lettuce Deliver, spending about $400 a week.
'You've got a list you can work with, you've got a budget you can work with,' Abdilla said.
'I did find that the cost is comparable to going to the supermarket, when you take into consideration the time and effort…I've got better things to do than spend my time at the grocery store.'
The rise of farm-direct grocery services is a testament to the growing consumer awareness of the value of their dollar.
'Everyone is feeling the pinch on their bottom line, so a grocery bill is a potential place you can look for savings,' UNSW Economist Professor Gigi Foster said.
'There's growing consumer awareness of where they may be getting a raw deal.'
Farm-direct grocery services have been around for years, but many have reported a sharp increase in customers in recent months as supermarkets face growing scrutiny over rising prices.
Farmers Pick, a service that delivers imperfect fruit and vegetables, said its products are up to 30 per cent cheaper than major supermarkets.
Its customer base has also doubled in the past three months alone.
Rita’s Farm Produce, a comparatively smaller operator that caters to NSW and ACT residents also noticed an increased demand at local farmers markets and online.
However, this model isn't always successful.
Grocery delivery service Aussie Farmers Direct collapsed in 2018 after more than a decade in business.
At the time of its closure, it had 260 employees and more than 100,000 regular customers.
'It's really not clear whether this is going to be a major disruptor,' Foster said.
'Once the grocery stores catch up with the fact they can't…mark up as much…they will start to lower their prices, and the advantage starts to disappear…there's a bit of a fashion cycle to these types of things.'
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