Long before we were selling our products through retailers, our main source of sales and connection with customers came through Melbourne’s vibrant Farmers Market network. Melbourne Farmers Markets (MFM) is a not for profit social enterprise dedicated to promoting and supporting Victorian food and producers, regional food cultures, seasonal produce, biodiversity, sustainable farming practices and strengthening relationships between the consumer and producer.
Miranda Sharp, Melbourne Farmers Markets and Simon Schulz, Schulz Organic Dairy
Highly respected across Melbourne’s food scene and beyond, Miranda established the first farmers market of its kind at Collingwood Children’s Farm in 2002 and has continued to work tirelessly to support and promote regional producers to an urban audience. Miranda was instrumental in developing a set of standards for farmers’ markets across Victoria and has played a key role in founding the Victorian Farmers Market Association.
Why is it important to showcase regional producers, like Schulz Organic Dairy, at urban farmers markets?
It’s easy to say we all want to know where our food comes from but there are very few ways to really meet the people who produce food for city consumers. MFM’s reason for being is ‘connecting Victorian farmers with urban communities’ so having regional producers at our markets means we achieve our purpose and make that expression a reality, not just a throwaway line.
Shopping direct means the customer is giving all credit and the full dollar to the farmer which goes directly back to a regional community. It’s not an exaggeration to say that has a direct flow on effect in the future of farming families, jobs, services and mental health.
Coburg Farmers Market, Melbourne
What are some of the most successful / fulfilling aspects of running Melbourne Farmers Markets?
The strength of our community during the tough times – we’ve been through fire, drought and now, sadly, floods. The lockdown years in Melbourne showed just how valuable the social, economic and supply networks became to us all, and that for all the sophistication and convenience of what we could do online, all we wanted to do was be together!
How do you scout for new producers?
We are heartened that so many come to us by recommendation, but we also follow every lead we hear or see, we are furious networkers and we have true knowledge of regional Victoria so we know where to look!
What are your favourite Schulz products and how do you enjoy them?
Well, obviously we are very proud to have played a role in milk in glass, but also the yoghurts and we are suckers for a herb quark!
What are some of your fondest memories of working with Simon at the Schulz Farmers Market team?
I was delighted that my nomination of Simon for a Melbourne Food and Wine Legend Award (Simon won the HOSTPLUS Trailblazer Award) in 2018 was successful, and so well deserved in recognition of his family’s contribution to Victorian agriculture. His Grandfather, Hermann would have been very proud!
I go so far back with Schulz that I remember clearly when Hermann rang me to ask if Simon could do a few markets. He said Simon was at a bit of a loose end and needed focus. That was about 2005, and the rest is history!
Our farmers market team still rise early every Saturday and Sunday morning to sell our products across Melbourne at various markets including Coburg, Alphington and Abbotsford. If you are lucky, you might even get to catch up with Simon, who still drives down to the big smoke occasionally to work alongside our team and chat with customers.