Beyond the Apple - The Rise of the Greengrocer
Supermarkets may spend their millions priming their deli departments, increasing their product range and installing DIY checkouts but in the wings Greengrocers around Melbourne are creeping in on this lucrative AU$74 billion market. Once prominent in every suburb the number of Greengrocers, particularly over the 90's slumped as the rise in dominance by the two supermarket chains was increasingly felt. It is only now as consumer trends have evolved that we see an increase in the number of Greengrocers around, particularly within the inner suburbs.
The latest Neilson 2008 Grocery Shoppers Report states that 30% of all grocery shoppers are buying their fruit elsewhere fuelling the demand for outlets that provide premium produce. It's not an easy game to play with Coles and Woolworths flexing their muscles to ensure they can offer unsustainably low prices – everyday. With a respect for the producers, the Green Grocer may not be able to compete on price but what they lack in this area they surely make up for in quality, customer service and social responsibility.
At The Goods we have noticed an increase in the number of Greengrocers around and the increased number and variety of products they are now stocking. Setting themselves apart from the Big Boys, Greengrocers are becoming cool-hunters for the latest new food products. Shelves packed full of premium regional produce and exotic imported ingredients provide inspiration to the home cook looking to glam up the asparagus in hand. In most cases, the products are all hand-selected by the owners and there is a real duty of care taken to educating consumers and encouraging them to try new products. Not stopping there, you will see staff constantly monitoring the floor, removing defect produce, restocking shelves and always offering their two cents on what is 'eating well' at the minute. Greengrocers are an ideal platform for producers to launch their products into the market. The store environment elevates the brand from Farmers Market status yet still gives it a chance to have a presence, as opposed to competing with the other 50,000 products that you are likely to find in a supermarket.
From a consumer point of view we suggest you take time to make friends with your local grocer, you'll be surprised at the tips, market insights and recipe ideas they'll have for you!
A few of our favourites:
Leaf - 111 Ormond Road, Elwood
A huge supporter of Victorian produced goods, at Leaf you will find the best that our state has to offer whether it is olive oils, breads, preserves, biscuits, Middle Eastern spice blends or nuts. Additional to the delectable goodies are a stunning display of flowers and unique, stylish food themed gifts.
Organics by La Manna – 399 Sydney Road, Brunswick
With a vast array of organic groceries and gluten free lines this is a fabulous place to visit if you're looking for products to accommodate dietary requirements. The dairy section includes everything you'd expect as well as unhomogenised biodynamic milk. Special products can also be ordered on request.
Signorelli's for a Healthy Start – 79 Doncaster Road, North Balwyn
This is a one-stop local providing your 5+ a day requirements along with a great selection of breads, European biscuits, fresh juices and yogurts. The friendly staff are happy to suggest what is in season to ensure you walk away a satisfied customer.
Gum Tree Good Food - 36 Armstrong Street, Middle Park
Opening in early December, Gum Tree is the latest edition to the Greengrocer movement, located in leafy Middle Park. Parading an enviable cheese selection, artisan breads, take-home meals as well as selling take-away fair-trade coffee there is always a reason to drop into Gum Tree. We would like to thank Gum Tree for the gorgeous photos above.
The latest Neilson 2008 Grocery Shoppers Report states that 30% of all grocery shoppers are buying their fruit elsewhere fuelling the demand for outlets that provide premium produce. It's not an easy game to play with Coles and Woolworths flexing their muscles to ensure they can offer unsustainably low prices – everyday. With a respect for the producers, the Green Grocer may not be able to compete on price but what they lack in this area they surely make up for in quality, customer service and social responsibility.
At The Goods we have noticed an increase in the number of Greengrocers around and the increased number and variety of products they are now stocking. Setting themselves apart from the Big Boys, Greengrocers are becoming cool-hunters for the latest new food products. Shelves packed full of premium regional produce and exotic imported ingredients provide inspiration to the home cook looking to glam up the asparagus in hand. In most cases, the products are all hand-selected by the owners and there is a real duty of care taken to educating consumers and encouraging them to try new products. Not stopping there, you will see staff constantly monitoring the floor, removing defect produce, restocking shelves and always offering their two cents on what is 'eating well' at the minute. Greengrocers are an ideal platform for producers to launch their products into the market. The store environment elevates the brand from Farmers Market status yet still gives it a chance to have a presence, as opposed to competing with the other 50,000 products that you are likely to find in a supermarket.
From a consumer point of view we suggest you take time to make friends with your local grocer, you'll be surprised at the tips, market insights and recipe ideas they'll have for you!
A few of our favourites:
Leaf - 111 Ormond Road, Elwood
A huge supporter of Victorian produced goods, at Leaf you will find the best that our state has to offer whether it is olive oils, breads, preserves, biscuits, Middle Eastern spice blends or nuts. Additional to the delectable goodies are a stunning display of flowers and unique, stylish food themed gifts.
Organics by La Manna – 399 Sydney Road, Brunswick
With a vast array of organic groceries and gluten free lines this is a fabulous place to visit if you're looking for products to accommodate dietary requirements. The dairy section includes everything you'd expect as well as unhomogenised biodynamic milk. Special products can also be ordered on request.
Signorelli's for a Healthy Start – 79 Doncaster Road, North Balwyn
This is a one-stop local providing your 5+ a day requirements along with a great selection of breads, European biscuits, fresh juices and yogurts. The friendly staff are happy to suggest what is in season to ensure you walk away a satisfied customer.
Gum Tree Good Food - 36 Armstrong Street, Middle Park
Opening in early December, Gum Tree is the latest edition to the Greengrocer movement, located in leafy Middle Park. Parading an enviable cheese selection, artisan breads, take-home meals as well as selling take-away fair-trade coffee there is always a reason to drop into Gum Tree. We would like to thank Gum Tree for the gorgeous photos above.
So Hot Right Now Coffee Haunts
Outpost 9/9 Yarra Street, South Yarra
From the St Ali maestro's this is a very sexy kit-out that is worthy of a feature in a glossy magazine. At the bottom of a new commercial building near South Yarra station this is a must stop-off destination for the savvy, fashion forward coffee lover.
Social Roasting Co. 307 Racecourse Road, Flemington and 5 McKillop Street, Melbourne
You'll feel good drinking this coffee, all of the beans are sourced from 100% ethically approved places, its then roasted by the guys themselves along with those that they employ (from disadvantaged backgrounds) and then they deliver the beans on their green (push) bike.
Dukes Coffee Roasters 169 Chapel Street, Windsor
A rustic fit-out that serves not-so rusty coffee a welcome addition given the many sketchy coffee jaunts of Chapel Street. Serving some pretty yummy food, it's a perfect pit-stop to fuel a morning of shopping along Chapel.
Proud Mary's Corner of Stanley & Oxford Street, Collingwood
This place screams 'we mean business.' Fancy grinders, machines and all the rest, check, trendy fit-out, check, vinyl playing the background (CDs are so 90's), check. Oh and the coffee is pretty awesome.
From the St Ali maestro's this is a very sexy kit-out that is worthy of a feature in a glossy magazine. At the bottom of a new commercial building near South Yarra station this is a must stop-off destination for the savvy, fashion forward coffee lover.
Social Roasting Co. 307 Racecourse Road, Flemington and 5 McKillop Street, Melbourne
You'll feel good drinking this coffee, all of the beans are sourced from 100% ethically approved places, its then roasted by the guys themselves along with those that they employ (from disadvantaged backgrounds) and then they deliver the beans on their green (push) bike.
Dukes Coffee Roasters 169 Chapel Street, Windsor
A rustic fit-out that serves not-so rusty coffee a welcome addition given the many sketchy coffee jaunts of Chapel Street. Serving some pretty yummy food, it's a perfect pit-stop to fuel a morning of shopping along Chapel.
Proud Mary's Corner of Stanley & Oxford Street, Collingwood
This place screams 'we mean business.' Fancy grinders, machines and all the rest, check, trendy fit-out, check, vinyl playing the background (CDs are so 90's), check. Oh and the coffee is pretty awesome.
Newsdesk
LA MADRE BAKERY
On Friday 6th November La Madre Bakery was awarded the '2009 Baking Manufacturer of the Year' by the Baking Industry Association of Victoria. Gary Higgins, the CEO of the Association noted that La Madre Bakery was a standout winner due to 'their innovation with product, their philosophical commitment to sustainable practice, their ability to marry sustainability and profitability, and their success at repositioning themselves in the market.'
The La Madre Bakery team were naturally ecstatic with the win. 'We've had very clear aspirations for this business from the start. Firstly this was to create products with great integrity, secondly, to be actively involved in the needs of our local community. And thirdly, be environmentally respectful. Not just give the whole 'eco' things a bit of lip-service, but actually implement initiatives across our entire business to create almost a 'blue print', showing small to medium sized businesses that they can be sustainable if they're serious about it' said Anna Spurling of La Madre Bakery.
At The Goods we are immensely proud to represent this brand. We find it hard to look past the traditional Sourdough Tin, 100% Spelt Loaf, Rye Current and Walnut Tin and their Garibaldi Fingers (delicious!). If you're a stickybeak for all things bread then be sure to book into La Madre Bakery's hands-on bread making class 'Know Your Dough' that will be held as part of the 2010 Melbourne Food and Wine Festival in March. And don't forget, if you're heading down to the surf coast for a weekend away, stop by the La Madre Bakery for some freshly baked goodness.
La Madre Bakery, 18 Milton Street, Bell Park, VIC 3215 ph. 03 5272172. Open Mon-Fri 7am – 8pm, Sat 7am – 12.30pm, Sun 12 -8pm
HEILALA VANILLA
Heilala Vanilla has delivered a world first with the harvest of vanilla in Tauranga, located in the Bay of Plenty in New Zealand's North Island. The Tauranga operation was established primarily as a research and development facility that they could access at ease when not in the Kingdom of Tonga, where the main Heilala Vanilla plantation is.
Vanilla traditionally has never been grown outside of the equatorial band, which provides it with the necessary heat and humidity. The New Zealand crop was grown in a shade house that mimicked the environment and growing conditions of Tonga. Controlled humidity and heating was achieved through state of the art computerised technology, while the soils were matched to those in Tonga to achieve optimum growing conditions. It is exciting to be working with such a progressive and dynamic company and we look forward to celebrating many more ground-breaking successes with Heilala Vanilla.
On Friday 6th November La Madre Bakery was awarded the '2009 Baking Manufacturer of the Year' by the Baking Industry Association of Victoria. Gary Higgins, the CEO of the Association noted that La Madre Bakery was a standout winner due to 'their innovation with product, their philosophical commitment to sustainable practice, their ability to marry sustainability and profitability, and their success at repositioning themselves in the market.'
The La Madre Bakery team were naturally ecstatic with the win. 'We've had very clear aspirations for this business from the start. Firstly this was to create products with great integrity, secondly, to be actively involved in the needs of our local community. And thirdly, be environmentally respectful. Not just give the whole 'eco' things a bit of lip-service, but actually implement initiatives across our entire business to create almost a 'blue print', showing small to medium sized businesses that they can be sustainable if they're serious about it' said Anna Spurling of La Madre Bakery.
At The Goods we are immensely proud to represent this brand. We find it hard to look past the traditional Sourdough Tin, 100% Spelt Loaf, Rye Current and Walnut Tin and their Garibaldi Fingers (delicious!). If you're a stickybeak for all things bread then be sure to book into La Madre Bakery's hands-on bread making class 'Know Your Dough' that will be held as part of the 2010 Melbourne Food and Wine Festival in March. And don't forget, if you're heading down to the surf coast for a weekend away, stop by the La Madre Bakery for some freshly baked goodness.
La Madre Bakery, 18 Milton Street, Bell Park, VIC 3215 ph. 03 5272172. Open Mon-Fri 7am – 8pm, Sat 7am – 12.30pm, Sun 12 -8pm
HEILALA VANILLA
Heilala Vanilla has delivered a world first with the harvest of vanilla in Tauranga, located in the Bay of Plenty in New Zealand's North Island. The Tauranga operation was established primarily as a research and development facility that they could access at ease when not in the Kingdom of Tonga, where the main Heilala Vanilla plantation is.
Vanilla traditionally has never been grown outside of the equatorial band, which provides it with the necessary heat and humidity. The New Zealand crop was grown in a shade house that mimicked the environment and growing conditions of Tonga. Controlled humidity and heating was achieved through state of the art computerised technology, while the soils were matched to those in Tonga to achieve optimum growing conditions. It is exciting to be working with such a progressive and dynamic company and we look forward to celebrating many more ground-breaking successes with Heilala Vanilla.
The Delicious, Delectable and Delightful
Jocks Ice Creamery in Albert Park has just started producing Heilala Vanilla Ice Cream. Creamy and dreamy, this smooth ice cream speckled with vanilla seeds carries a subtle vanilla tone that is totally additive. Scooping from mid-day till 11pm at night on the weekend and 9pm mid-week there is plenty of time to get licking! 83 Victoria Avenue, Albert Park
Michel's Fine Biscuit Co. of Castlemaine has recently launched the My Sweet William range, a tribute to her husband who passed away in 2008. We think the Vanilla Bean Shortbread is a perfect partner to the afternoon cuppa. Available at lots of delicious places including; Leaf (Elwood), Key Ingredients (Clifton Hill), Passion Foods (South Melbourne).
Just arrived at Glenloth Game are 700 baby pheasants, technically known as 'chicks'. More little dudes will continue to arrive as Glenloth prepares for the 2010 game season. Don't get too excited yet though, you will have to wait until the beginning of April to get your hands on one of these delicacies.
Whilst the Gastronomes Menu at Vue de monde is all about an experience you can't create at home, the indulgence doesn't end at the restaurant front door! In partnership with Green Eggs, guests selecting this ultimate chefs menu will also receive the makings of a cracking start to the following day – two Green Eggs; a house made brioche loaf, botanical loose leaf tea and chocolate chip cookies. Recipes for scrambled eggs on toasted brioche and French toast are included in the beautifully presented take-home gift pack together with a square of seeded paper to begin your very own herb garden.
Michel's Fine Biscuit Co. of Castlemaine has recently launched the My Sweet William range, a tribute to her husband who passed away in 2008. We think the Vanilla Bean Shortbread is a perfect partner to the afternoon cuppa. Available at lots of delicious places including; Leaf (Elwood), Key Ingredients (Clifton Hill), Passion Foods (South Melbourne).
Just arrived at Glenloth Game are 700 baby pheasants, technically known as 'chicks'. More little dudes will continue to arrive as Glenloth prepares for the 2010 game season. Don't get too excited yet though, you will have to wait until the beginning of April to get your hands on one of these delicacies.
Whilst the Gastronomes Menu at Vue de monde is all about an experience you can't create at home, the indulgence doesn't end at the restaurant front door! In partnership with Green Eggs, guests selecting this ultimate chefs menu will also receive the makings of a cracking start to the following day – two Green Eggs; a house made brioche loaf, botanical loose leaf tea and chocolate chip cookies. Recipes for scrambled eggs on toasted brioche and French toast are included in the beautifully presented take-home gift pack together with a square of seeded paper to begin your very own herb garden.
Damien Styles
When Damien Styles was offered the position as head chef at Charcoal Lane it was an opportunity that he could not refuse; the chance to be at the helm of a revolutionary movement toward hospitality and community development. On talking to Damien about Charcoal Lane it doesn't take long to see why he is so perfect for the position. Aside from being a talented chef, he is open-minded, grounded, passionate, grateful and a little bit grungy in a Gertrude Street groovy way.
Charcoal Lane run by Mission Australia and in partnership with the Victorian Aboriginal Health Service, is a vehicle for providing education and employment pathways for Aboriginals and disadvantaged young people. Participants at Charcoal Lane are part of an integrated program that includes personal skills development and accredited education in hospitality. It just so happens that a by-product of this is a very chic restaurant dishing up exquisite food.
To be eligible for the Charcoal Lane program young people have to show a sincere interest in the hospitality industry and a determination to address any barriers they might have to accessing mainstream employment or training. The Charcoal Lane program is a full time commitment that incorporates a mix of theory, practical and on-the job training, most of which takes place at Charcoal Lane on Gertrude Street. The building itself has the restaurant on the ground floor, upstairs is the private functions room, a new spacious training kitchen, a tutorial room and offices that house Charcoal Lane's Program Coordinator and Youth Support Workers that provide holistic support to participants throughout the program. As a social enterprise Charcoal Lane is a huge investment on all levels, without the social purpose, Charcoal Lane is just another restaurant in Melbourne. However, without the restaurant Charcoal Lane is a youth support centre unconnected from the labour market and the real pressures of the hospitality industry.
Damien relates to the Charcoal Lane Apprentices and Trainees, understanding the sense of achievement they feel when they see that a dish they made has worked and tastes good – a pleasure chefs and chefs to be of all levels can relate too. Charcoal Lane removes the baggage; it's a place where a common ground can be found in the kitchen, stirring a pot or mulling over a recipe.
High profile chefs from around Melbourne have already shown support towards Charcoal Lane, dining at the restaurant and offering to do master class sessions with participants. With a skills shortage in the hospitality industry it is more than just the Apprentices and Trainees who benefit from Charcoal Lane. Meeting the demands of a skills shortage was a key element around creating the project to ensure that when the Charcoal Lane participants finish their training they will be going into an industry where they are more likely to gain sustainable employment. Damien is quick to point out though that Charcoal Lane is not about training chefs, it is a holistic program with many employment, education and social outcomes.
In The Goods opinion this place is pretty special – but not in a precious way. Go there for a fresh creative lunch, dinner or hold an event . A generous outdoor area lends itself to long weekend grazing before some Gertrude Street shopping. The beautiful thing is that you don't have to feel guilty ordering dessert – in fact order two and do society a favour!
Charcoal Lane
136 Gertrude Street, Fitzroy VIC
Telephone: 9418 3400
Hours
Tuesday – Friday 12pm – 3pm and 6pm – 11pm
Saturday 9am – 3pm and 6pm – 11pm
Sunday 9am – 3pm
Charcoal Lane run by Mission Australia and in partnership with the Victorian Aboriginal Health Service, is a vehicle for providing education and employment pathways for Aboriginals and disadvantaged young people. Participants at Charcoal Lane are part of an integrated program that includes personal skills development and accredited education in hospitality. It just so happens that a by-product of this is a very chic restaurant dishing up exquisite food.
To be eligible for the Charcoal Lane program young people have to show a sincere interest in the hospitality industry and a determination to address any barriers they might have to accessing mainstream employment or training. The Charcoal Lane program is a full time commitment that incorporates a mix of theory, practical and on-the job training, most of which takes place at Charcoal Lane on Gertrude Street. The building itself has the restaurant on the ground floor, upstairs is the private functions room, a new spacious training kitchen, a tutorial room and offices that house Charcoal Lane's Program Coordinator and Youth Support Workers that provide holistic support to participants throughout the program. As a social enterprise Charcoal Lane is a huge investment on all levels, without the social purpose, Charcoal Lane is just another restaurant in Melbourne. However, without the restaurant Charcoal Lane is a youth support centre unconnected from the labour market and the real pressures of the hospitality industry.
Damien relates to the Charcoal Lane Apprentices and Trainees, understanding the sense of achievement they feel when they see that a dish they made has worked and tastes good – a pleasure chefs and chefs to be of all levels can relate too. Charcoal Lane removes the baggage; it's a place where a common ground can be found in the kitchen, stirring a pot or mulling over a recipe.
High profile chefs from around Melbourne have already shown support towards Charcoal Lane, dining at the restaurant and offering to do master class sessions with participants. With a skills shortage in the hospitality industry it is more than just the Apprentices and Trainees who benefit from Charcoal Lane. Meeting the demands of a skills shortage was a key element around creating the project to ensure that when the Charcoal Lane participants finish their training they will be going into an industry where they are more likely to gain sustainable employment. Damien is quick to point out though that Charcoal Lane is not about training chefs, it is a holistic program with many employment, education and social outcomes.
In The Goods opinion this place is pretty special – but not in a precious way. Go there for a fresh creative lunch, dinner or hold an event . A generous outdoor area lends itself to long weekend grazing before some Gertrude Street shopping. The beautiful thing is that you don't have to feel guilty ordering dessert – in fact order two and do society a favour!
Charcoal Lane
136 Gertrude Street, Fitzroy VIC
Telephone: 9418 3400
Hours
Tuesday – Friday 12pm – 3pm and 6pm – 11pm
Saturday 9am – 3pm and 6pm – 11pm
Sunday 9am – 3pm
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