By Malcolm King

There’s a natural assumption shared by myself and many others: shopping for fruit and vegetables at the Kiama Farmers Market is much more expensive than shopping at Woolworths. 

I was wrong. 

Vegetables were considerably cheaper and there was little difference when buying fruit.

Allegations of price gouging by Woolworths and Coles and the rising cost of food has meant shoppers are increasingly canny on the way they’re spending their hard earned money. 

Parents want fresh, healthy produce for their families that won’t bust the bank. In a cost of living crisis, everyone wants to see their dollars go further.

I conducted a survey on Wednesday, March 6 on select fruit and vegetables sold by kilogram from ‘Produce from Orange’, ‘Rita’s Farm’ and ‘Wollondilly Fresh’, outlets which all sell through the Kiama Farmers Market. 

I listed the lowest prices and compared them with Kiama Woolworths on the same day.

During the survey period Woolworths dropped its prices by up to 20 per cent on 400 selected items, including fruit and vegetables. The discounts will run to May 28. 

Note though Woolworth’s pricing structure is volatile and seasonal fruit and vegetables can change price from week-to-week.

Produce from Orange, run by Yuri Hulak, who represents a co-operative of farmers from the Orange region. He is highly competitive on price.

Yuri Hulak 'produce from Orange'

When you buy fruit and veg from Produce from Orange, you pay for the total weight.

There is no individual price. 

When you buy at Woolies, it's price by category.

So at Produce from Orange, you buy a bag of mixed fruit and veggies and it comes to two kilos, they have a set price per kilo, say, $7. So that's $14.00

At Woolies, it's price by category or even individual pieces of fruit.

There's no averaging.

Therefore you pay more at Woollies. Much more.

The Kiama Farmers Market allows locals and holiday makers to buy high-quality goods without the retail margin. There’s no middle-man taking a cut so the money supports a farmer. The market also allows foodies to try new products from small local producers who don’t get supermarket shelf space.

A strong local food system builds social capital as people (and their dogs on leashes) meet and share news. The farmers’ market model prioritises quality and freshness over all other factors.

Gia Stewart, a Kiama dietitian, nutritionist and women’s health specialist, shops at the Kiama Farmers Market and says, fresh fruits and vegetables are so beneficial, as they contain vitamins and minerals.

Gia Stewart, Kiama dietician and nutrisionist

“Citrus fruits like oranges and lemons, kiwi, strawberries, capsicum, and broccoli are rich in vitamin C, supporting the immune system and wound healing,” she says.

“Fibre is essential for digestive health. Antioxidants found in red grapes, berries, and other fruits, help reduce harmful free radicals, potentially slowing aging and preventing chronic diseases such as cancer and heart disease.

“These benefits highlight just a few of the many ways fresh fruits and vegetables contribute to overall health, while also supporting local farmers and the revitalization of farming communities.”

Coles and Woolworths control 65 percent of the Australian grocery market and this duopoly rarely competes on price. Farmers have little choice but to sell their produce to the big two and accept what is offered.

A recent survey by AUSVEG (the peak body for the Australian vegetable and potato industries) found 34 percent of vegetable growers were considering leaving the industry in the next 12 months as they struggle to turn a profit.

One hopes the two proposed supermarkets in the Level 33 development in Akuna Street, will ethically source their produce, but one should not count on it.

Farmers Market Manager Tricia Ashelford said the Wednesday afternoon market was a place where the community met.



“It’s a place for local musicians to get a midweek gig playing live music to an appreciative audience,” she says. “It’s where community groups such as the Red Cross, the Kiama Show Society and the Jamberoo RSL Sub Branch connect with locals.

“Santa visits at Christmas for free Santa photos and the Easter Bunny hops in at Easter time. It’s a place where the Summer and Winter Solstices are celebrated. It’s a place where local kids can get a part time job and learn valuable customer service skills.”