In north-west Victoria, Australia, roadside stalls have experienced a notable year in 2024, particularly for two growers who exclusively sell their produce this way. Nikki and Chris Baldock, who own a block of agricultural land on the outskirts of Mildura, have found success with their stall. Mildura, known for its citrus farms, almond orchards, and vineyards, provides a rich backdrop for such ventures. Chris Baldock highlighted the freshness of their produce as a key factor in their popularity, noting, "It's just because they are fresh. Fresh off the tree. They are not three weeks old from one of the larger stores."
The appeal of roadside stalls, according to Ms. Baldock, is partly driven by community ethos, with the quality and price of produce being significant factors. The establishment of a social media page in July 2022 to share the locations of stalls has attracted over 2,200 members, indicating growing interest. However, the convenience factor plays a role, as Chris Baldock acknowledged the greater effort required to visit their stall compared to shopping at larger chain stores.
Monash University's associate professor Fiona Newton, an expert in consumer behaviour, suggested a class divide in shopping habits, with those having more discretionary income seeking alternatives to supermarkets amid growing distrust. This sentiment is supported by recent research from Roy Morgan, which showed a decline in trust for major supermarket chains Coles and Woolworths in 2023.
Paul Anthony, a local from Mildura, shared his positive experience with roadside stalls, emphasizing the cost savings and variety, particularly in avocados, that he has enjoyed. Meanwhile, Raymond Cavallo, who has operated a roadside stall for over 100 years, noted the challenges of increased theft in the current economic climate but expressed understanding towards those in tough situations.
These insights into the dynamics of roadside stalls in Victoria reflect a broader trend of consumers seeking alternatives to mainstream supermarkets, driven by a desire for freshness, variety, and value, despite the challenges of convenience and security.
Source: ABC NEWS