Fresh to you & fair to farmers
A$9,455
of $7,000 targetyrs ago
Successful on 3rd Mar 2013 at 12:00AM.
WHAT IS THE PROJECT ABOUT?
For those who believe food is more than just fuel for the body, that it's part of our culture, a treat for our senses, an experience loved by all and the secret to a healthier society, you'll understand how important the business model of The Local Grocer is.
In the race for bigger food profits and more 'efficient' business systems, we have reduced our wonderful fresh foods to just another corporate commodity. Produced in a factory like manner and for many, lacking the quality we remembered as children. Food from the supermarket just doesn't seem as 'real' as it used to be. While this system has delivered more profits for the corporations it has delivered less rewards for the farmers (the people we need to actually produce our food!) who are leaving the industry in droves.
Time to disrupt the system, pay growers a fair price and give consumers fresher, healthier and more sustainable food!
HOW WILL THE PROJECT ACHIEVE THIS?
We will be delivering fresh local food to households, schools and daycare centres across metropolitain Perth. But we're more than just fruit and veg in a box!
The major difference between us and our competitors, including most retailers and other delivery services, is that we will buy and recieve produce directly from small scale growers rather than wholesalers.
While not possible to achieve total supply relationships with farmers for all our fresh food lines initially, we are aiming to have 100% farmer supply relationships after 3 years of operation.
WHY IS THIS IMPORTANT AND HOW DOES IT DISRUPT THE FOOD INDUSTRY STATUS QUO?
The fresh food industry sees farmers as 'price takers' (taking what they are given by the dominant retailers and wholesalers). The real money is made in the retail and wholesale ends. The farmers who sell to us will receive as much as 4 or 5 times the price they would normally receive for their produce. For example, recent prices for citrus meant farmers got 20c a kilo for fruit that sold for $2.00 a kilo in the retail shops. If we bought these from a wholesaler, we would pay $1kg. Instead, we will pay that $1kg straight to the grower and help them distribute and market their produce direct to the public.
Wihtout paying farmers a fair price, the cost to all of us is more expensive food because less Aussie farmers means less Aussie food and so, if you want local, quality produce you'll have to pay more for it anyway!
But there are other really important benefits in paying farmers more and sourcing food that has gone through one less set of hands along the way. The food will be fresher and last longer - having been handled less - and our customers will know exactly where it's coming from. They'll hear directly from farmers via social media and have the opportunity from time to time to walk on the land that actually grows the food they eat. Some farmers may give them the chance to actually harvest it too!
WHO ARE WE?
We are a married couple, Mary & Greg Winning who, along with our three small children, live in WA's Avon Valley and are experienced fruit and vegetable retailers. Because we have relationships with and live near many of our growers, we know the true state of the food system and it's scares us. Within 5 years, more than 50% of our current growers may be out of business or retired and there is nobody replacing them. So, along with several other concerned individuals and families who have contributed to the business because they believe in making our food system more sustainable and less reliant on large corporations, we are setting about changing all that. Hopefully you will want to make a small contrubtion to that too?
PROJECT PROGRESS
We have so far raised capital from those like minded individuals and families to fund a warehouse, van, online presence, coolrooms, freezers and working capital for the business.
We are now seeking to fund the expense of refridgerating our delivery van so that we can include delivery of animal products such as dairy and meat and give farmers producing those items the opportunity to be a part of this local, truely farmer direct, food revolution. Our van will need to be insulated and fitted with a chiller that costs $13,000. We'll contribute $6000 of this and we hope you can help contribute some of the rest. We've put together some great rewards for those who do!
The business will be launched in February 2013. Follow us on Facebook: www.facebook.com/TheLocalGrocers
For those who believe food is more than just fuel for the body, that it's part of our culture, a treat for our senses, an experience loved by all and the secret to a healthier society, you'll understand how important the business model of The Local Grocer is.
In the race for bigger food profits and more 'efficient' business systems, we have reduced our wonderful fresh foods to just another corporate commodity. Produced in a factory like manner and for many, lacking the quality we remembered as children. Food from the supermarket just doesn't seem as 'real' as it used to be. While this system has delivered more profits for the corporations it has delivered less rewards for the farmers (the people we need to actually produce our food!) who are leaving the industry in droves.
Time to disrupt the system, pay growers a fair price and give consumers fresher, healthier and more sustainable food!
HOW WILL THE PROJECT ACHIEVE THIS?
We will be delivering fresh local food to households, schools and daycare centres across metropolitain Perth. But we're more than just fruit and veg in a box!
The major difference between us and our competitors, including most retailers and other delivery services, is that we will buy and recieve produce directly from small scale growers rather than wholesalers.
While not possible to achieve total supply relationships with farmers for all our fresh food lines initially, we are aiming to have 100% farmer supply relationships after 3 years of operation.
WHY IS THIS IMPORTANT AND HOW DOES IT DISRUPT THE FOOD INDUSTRY STATUS QUO?
The fresh food industry sees farmers as 'price takers' (taking what they are given by the dominant retailers and wholesalers). The real money is made in the retail and wholesale ends. The farmers who sell to us will receive as much as 4 or 5 times the price they would normally receive for their produce. For example, recent prices for citrus meant farmers got 20c a kilo for fruit that sold for $2.00 a kilo in the retail shops. If we bought these from a wholesaler, we would pay $1kg. Instead, we will pay that $1kg straight to the grower and help them distribute and market their produce direct to the public.
Wihtout paying farmers a fair price, the cost to all of us is more expensive food because less Aussie farmers means less Aussie food and so, if you want local, quality produce you'll have to pay more for it anyway!
But there are other really important benefits in paying farmers more and sourcing food that has gone through one less set of hands along the way. The food will be fresher and last longer - having been handled less - and our customers will know exactly where it's coming from. They'll hear directly from farmers via social media and have the opportunity from time to time to walk on the land that actually grows the food they eat. Some farmers may give them the chance to actually harvest it too!
WHO ARE WE?
We are a married couple, Mary & Greg Winning who, along with our three small children, live in WA's Avon Valley and are experienced fruit and vegetable retailers. Because we have relationships with and live near many of our growers, we know the true state of the food system and it's scares us. Within 5 years, more than 50% of our current growers may be out of business or retired and there is nobody replacing them. So, along with several other concerned individuals and families who have contributed to the business because they believe in making our food system more sustainable and less reliant on large corporations, we are setting about changing all that. Hopefully you will want to make a small contrubtion to that too?
PROJECT PROGRESS
We have so far raised capital from those like minded individuals and families to fund a warehouse, van, online presence, coolrooms, freezers and working capital for the business.
We are now seeking to fund the expense of refridgerating our delivery van so that we can include delivery of animal products such as dairy and meat and give farmers producing those items the opportunity to be a part of this local, truely farmer direct, food revolution. Our van will need to be insulated and fitted with a chiller that costs $13,000. We'll contribute $6000 of this and we hope you can help contribute some of the rest. We've put together some great rewards for those who do!
The business will be launched in February 2013. Follow us on Facebook: www.facebook.com/TheLocalGrocers
You're helping to keep Aussie growers in business! Receive a voucher for 10% off your first order, of fruit and vegetables. PLUS you get a huge thank you from our farmers! (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring).
12 chosen
Est. delivery is Mar 13
DON’T LIVE IN PERTH? If you don’t live in the Perth metro area we unfortunately can’t deliver our food rewards to you. However, we can send you one of our great Fair Trade shopping bags. You’ll also probably feel really good too that you’ve lent a hand to disrupting the current food system and played a role in making a new system that is fairer for small growers.
1 chosen
Est. delivery is Mar 13
You're helping to keep Aussie growers in business! Receive a voucher for 10% off your first order, of fruit, vegetables, eggs and dairy. PLUS you get a huge THANK YOU from our farmers their cows and chooks! (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring).
3 chosen
Est. delivery is Mar 13
Thank You! You'll receive a voucher for 10% off for your first 4 orders, including fruit and vegetables, meats, dairy, eggs & grocery. PLUS a big thank you from our farmers who might even be inspired to name the next chook hatched on their farm after you! (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
24 chosen
Est. delivery is Mar 13
Thank You! You'll receive a voucher for 10% off your first 6 orders, including fruit and vegetables, meats, dairy, eggs & grocery. Includes a fair trade Local Grocer shopping bag. PLUS a big thank you from our farmers who might even be inspired to name their flocks of free range chooks after you! (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
2 chosen
Est. delivery is Mar 13
You've chosen well with this! Receive a voucher for 10% off your first 8 fresh food orders, including fruit and vegetables, meats, dairy, eggs & grocery. Includes a fair trade shopping bag PLUS a big THANK YOU from our farmers. For this, we will rename all chooks in your honor. (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
15 chosen
Est. delivery is Mar 13
This one is really cool! Receive a voucher for 10% off fresh food orders for 6 months, including fruit and vegetables, meats, dairy, eggs & grocery. Includes a fair trade shopping bag, a visit to one of our grower's organic farms and participation in one all expenses paid cooking class during the year. PLUS a big THANK YOU from our farmers who we will ask to spell out a crop circle in your honour. (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
10 chosen
Est. delivery is Mar 13
You've just reduced your food bill by 10% for 12 months! Includes fruit and vegetables, meats, dairy, eggs & grocery. Includes a fair trade shopping bag. You will also be able to visit one of our grower's organic farms and take part in one all expenses paid cooking class during the year. PLUS a huge THANK YOU from our farmers who we will ask to use your name on a new brand of organic fertiliser. (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
2 chosen
Est. delivery is Mar 13
This is big! For your committment you'll get 25% off all fresh food orders for a year, including fruit and veg, meats, dairy, eggs & grocery. Plus a fair trade shopping bag, a visit to one of our grower's farms and take part in one all expenses paid cooking class. PLUS a massive THANK YOU from our farmers who we will ask to lobby the government to change the name of the Department of Agriculture, to yours. (rewards are for Perth metro only between Yangebup to Butler and coast to Mundaring)
2 chosen
Est. delivery is Mar 13