This Week in the Market – 10 October 2023

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In this week’s Market News:

– Farewell David Whitchelo
– Board Visit – Werribee South
– Grown Farm Fresh is now trading five days a week

Market News

Farewell David Whitchelo

For the past decade, one name has been synonymous with the MMA – David Whitchelo. David has been Chief Operating Officer at the MMA for over ten years, building relationships, managing site operations and leading innovative projects. But after ten years of early starts and a considerable portfolio of work, David has decided he’s ready for a change of pace, and it is with mixed emotions that we announce his departure from the MMA, effective Friday, October 20th.

During his tenure, David has been a driving force behind many successes, and his work will leave a long-lasting legacy at the Melbourne Market.

In 2013, when David joined the MMA, he joined the team spearheading the monumental transition from Footscray to Epping. His contribution helped ensure a seamless transition from trading at Footscray on the Friday to Epping the following Monday.

David has a well-known passion for sustainability, and he has initiated many transformative programs in the environmental space, including the waste-to-energy partnership with Yarra Valley Water and forged alliances with food recovery programs such as Foodbank and the Melbourne Zoo, leading to our award-winning recycling rates. The solar canopy project he spearheaded now provides much-needed additional undercover parking while generating green energy, equivalent to saving almost 35,000 trees annually.

David has been a strong supporter of the independent fresh produce industry and a vocal advocate of the A better choice! program from the get-go. He has always sought ways to improve safety on site, from large-scale projects like drug and alcohol testing to many small initiatives that go unnoticed, like improved re-surfacing works and traffic management changes.

Beyond his many professional achievements, David’s approachable and down-to-earth demeanor and unique ability to connect with market users have made him a well-liked figure. He has been a great source of knowledge and is always ready for a friendly chat.

The Melbourne Market Authority would like to thank David for his dedication and immense contributions over the past decade. His impact on the Melbourne Market and the broader industry has been immeasurable. We bid him farewell with a heavy heart but with immense pride in his accomplishments.

As David embarks on his next adventure, we wish him every success.

Board Visit – Werribee South

Did you know that Werribee South, a small suburban gem with just 0.02% of Victoria’s agricultural land, is responsible for a whopping 10% of the state’s vegetable production?

Last month, the Melbourne Market Authority Board and Executive Team had the incredible privilege of visiting growers, including Fragapane FarmsVelisha Farms and D Berias & Sons in Werribee South, as part of our commitment to understanding our customer base and identifying opportunities to enhance value for our market users.

The visit allowed us to gain deeper insights into the challenges and triumphs of the amazing growers who contribute to our industry.

The Melbourne Market is proud to support the diversity of Victoria’s growers as it continues to play a critical role in their success story.

Grown Farm Fresh is now trading five days a week

For retailers supplying fresh cut flowers in their stores, Grown Farm Fresh is now trading Monday – Saturday to ensure fresh blooms are available all week.

There are a number of wholesalers in the National Flower Centre who trade and deliver pre-orders outside the regular trading days.

  • Grown Farm Fresh (Mon to Friday)
  • Halit Flowers (Mon, Wed, Fri)
  • Mr Fresh (Mon, Wed for pre-orders only, Friday trading on flower market floor)

Win a Holiday to Thailand thanks to Broccolini®!

A better choice! has partnered with Perfection Fresh Australia to promote Broccolini® to Aussie shoppers purchasing their fruit and vegetables from local fruit and veg shops. As a thank you for being involved in the promotion and setting up a Broccolini® display, we’re giving retailers the chance to win a holiday to Thailand!There are two ways to enter, for a total of six chances to go in the running to win!

  • Take a picture with your A better choice! merchandiser with the Broccolini® selfie frame to score one entry for your store.
  • Set up a Broccolini® display in your store with the Broccolini® merchandise provided, and upload it to your store’s social media pages. Tag @abetterchoiceaus @perfectionfreshaus and use the hashtag #shopforbroccolini to be in the running and score an extra five entries!*

Winners will be announced on 10 November!

Industry News

The future strategies of fresh food markets in Australia – what’s on the horizon?

Retail markets historically, have been vibrant, dynamic hubs for fresh produce, specialty foods, and unique cultural experiences. They have served as social settings, a connection to growers and the land that they harvest, in some cases for more than a century. They are a time-honoured trading ritual that give us a tapestry of experience beyond the supermarket or the shopping centre environment. However, in the face of shifting retail landscapes, evolving lifestyles, and a changing demographic, there is a need to reinvent the marketplace to ensure that retail markets remain relevant to their shoppers and their routines.

Click here to read more.

Melbourne Market Job Board and Community Notices

Mumford Wholesalers – Various Positions


  • Immediate starts will be available for the right candidates
  • Forklift experience is preferred
  • Market experience is preferred but not essential


  • Mon – Sat 6.00am starts
  • Immediate starts will be available for the right candidates
  • Forklift experience is required for this role
  • Market experience is preferred but not essential
  • Basic Computer skills required

If you want to join our team, please email your resume and interest to OR contact 0409 536 727. 

Do you have a vacancy to fill in your business?
Email for the position to be placed on our online job board.
Looking for a new role? Check out the online job board via the button below.
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