Fresh Five
This week we talk to Joe Amalfi, pictured below with DEBRA Australia representative Simone Baird.
 1. Your role at the Melbourne Market:
I own a few companies within the industry including retail and brokering of produce. I’m on the Fresh State board where I am Vice President, but at the moment I’m really focused on my role as the Chairman of the Melbourne Market Charity Golf Day committee.
2. If you could only take three fruits or vegetables with you to a deserted island, which would you take:
I love all fruits, but I’d take watermelon, as long as it was chilled, and I’d take some greens for salads like radicchio and witlof.
3. When was the last time you bought flowers for someone:
I missed out this Valentine’s Day, my son embarrassed me, beat me to it, and bought his mum some flowers. Last time I bought my wife flowers was about six months ago, I can’t remember why, but I’m sure I was in the bad books.
4. Tell us something that is on your ‘bucket list’:
I’d like to get fit enough to do the Kokoda trail.
5. What do you most enjoy about working at the Melbourne Market:
It’s the people. Such a diverse group of great people who love a bit of banter and a laugh. There’s a common-sense approach to life in the Market, which is sometimes missing in the outside world.
BONUS QUESTION. Tell us about your work as Chairman of the Melbourne Market Charity Golf Day committee:
 A family member of one of my mates was born with EB (Epidermolysis Bullosa) and he told me about this terrible disease. I was moved by the severity of the disease and what people go through, and I was shocked when I found out that DEBRA, the organisation that supports those living with EB, received no government funding. I brought it back to the board at Fresh State, and with their support, as well as support from the MMA and Melbourne Market Lions Club we created the Charity Golf Day to support DEBRA Australia. That’s where I met Simone. Simone is a representative from DEBRA who works with the committee to help organise the golf day and sell raffle tickets in the Market with me. Simone’s family had their own personal battle with EB, she is an incredible woman with so much courage and determination, trying to make a real difference. Sadly, Simone’s own daughter passed away from the effects of EB in December 2017.
The entire produce industry has gotten behind the cause, last year we raised $82,000 for DEBRA and this year we are aiming to beat that, and raise over $100,000.
Words cannot explain how generous the Market Community are, in the public eyes we sometimes get looked upon as a grubby, rough lot of people, but the truth is, people in the Market are without a doubt, the most generous group I’ve ever been involved with. Ever. I can’t be more thankful and grateful for their support.
You can support DEBRA Australia by purchasing a raffle ticket at the Customer Service Centre or Fresh State office. |
It may surprise you to know, eggplant is making strong inroads into the vegetable category in Australia. In the 52 weeks ending 3 November 2018, eggplant dollar sales increased by 7.9% compared to the previous year; in contrast to total vegetables which was relatively stable at 1.2%. Part of eggplant’s successful sales performance can be attributed to increasing multiculturalism in Australia. Read more about the recent surge in eggplant sales on the 
