In light of the growing concerns about the fragility of global food supply chains, there has been a noticeable resurgence in the paddock-to-plate movement, benefiting both farmers and consumers. This approach encourages direct sales between producers and local markets, thus minimizing transportation costs and reducing food miles.
However, not all agricultural producers are in a position to sell directly to local customers, as many still rely on larger distribution networks due to the scale of their operations. The ongoing conflict in Iran has prompted a surge of inquiries at Angela Nason’s produce store in Far North Queensland, where she has had to increase staffing to accommodate the influx of customers.
“I’ve had to add two more team members to manage the volume of visitors, and we’ve even extended our hours to include Saturdays,” Nason reported.
With skyrocketing transportation costs, supermarkets are also feeling the pressure to manage price increases that arise from these disruptions. Nevertheless, the effectiveness of the paddock-to-plate model largely depends on the proximity of farms to consumers, which remains a challenge for many.
Nason’s store is located in the Mareeba area of the Atherton Tablelands, a significant agricultural region that generates nearly $748 million annually from crops such as citrus, avocados, and bananas. Unfortunately, before these products reach local supermarkets, they often travel thousands of kilometers to major wholesale markets in cities like Brisbane, Sydney, or Melbourne, only to be sent back to retailers in the north.
Many farmers, faced with escalating freight expenses, are actively searching for ways to sell their goods closer to their production sites. “My phone is constantly ringing with farmers seeking assistance almost every day,” Nason shared.
At Jonsson’s Farmers Market in Cairns, operations manager Joe Cincota has also observed an increase in customer traffic. “We’ve revamped our store and reassessed our pricing strategies to offer customers better deals,” he explained. However, he noted that local supply has limitations, and they still depend on central markets for certain products.
“We can’t source everything locally, but we are fortunate in that we produce a large portion of the fruits we sell,” Cincota added. “The freshness we offer comes from buying directly from local growers whenever possible.”
Meanwhile, approximately 1,300 kilometers away in Rosedale, north of Bundaberg, Luke Tresize and De’Arne Chapman are looking to expand their regenerative farming venture, Golden Hill Farm, where they raise cattle, sheep, poultry, and pigs. Chapman has observed a rising consumer interest in paddock-to-plate options as more people seek transparency about their food sources.
After processing their meat at a facility in Biggenden, the couple sells their products at local markets. They have invested in an on-farm butcher shop to streamline operations and reduce costs, which they expect to open by September. “We aim to collaborate with other local farms that share our practices, providing the community with greater access to locally raised beef, pork, and lamb,” Tresize stated. “We inhabit an exceptional agricultural region, so why source food from Tasmania or Victoria when we can cultivate it right here?”
However, the shift to local markets is not feasible for all growers. Ebony Faichney, a horticultural consultant with Farmour in Mareeba, noted that while smaller farms might thrive in local supply chains, larger producers face challenges in selling their harvests locally. “Many of our smaller farms can effectively sell most of their crops to local retailers, but larger operations often produce more than what the local market can absorb,” she explained.
Scott Kompo-Harms, CEO of Queensland Fruit and Vegetable Growers, commented that the paddock-to-plate model is not always applicable for consumers in more urban areas, such as Brisbane, where products frequently originate from central markets, adding a transportation component. Nevertheless, he emphasized that local markets present a valuable opportunity for consumer education, especially amid global uncertainties. “It remains a crucial challenge for our industry to ensure that most consumers understand the complexities involved in getting food to the shelves,” Kompo-Harms concluded. “Local markets can help forge a stronger connection.”
