Home Smart 100 2011 eFarmersMarket.com.au (SMART 100)

eFarmersMarket.com.au (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.


This innovation initially came to life when…

Carla Penn, the founder, was visiting her monthly local farmers’ market early on a Winter’s morning in the pouring rain. She thought to herself, there must be a better way to access the same food products without having to physically be at the market and without having to wait another 30 days before she could repurchase. So she went home and started with a simple Google search and nothing appeared.


The purpose of this innovation is to…

Remove the geographic barriers and infrequent nature of the traditional farmers’ market. Without geographic barriers and time constraints Australians can purchase food products from farmers’ markets across the country without physically being there.

It does this by…

…facilitating a virtual farmers’ market where Australians can browse the producers’ stands online, read their story and purchase their products. You can buy an olive oil from Victoria, pasta from QLD, jams from NSW, wood fired bread bites from SA, fudge from TAS and Truffle Mustard from WA and have it all delivered to your door for $13.00.


This innovation improves on what came before because…

…it removes geographic and time barriers, providing a convenient alternative to the traditional farmers’ market in a virtual space. All the food products are “lovingly” Australian made in small batches and almost all natural. Every food product has been handpicked and taste tested so Australians can be sure they are only buying the best.

Supports Australians and reduces food miles.

Its various benefits to the customer/end-user include…

Purchasing artisan food products regardless of geographic location for a $13.00 flat-rate delivery fee.

A convenient alternative to buying mass produced and imported food, filled with additives and preservatives.

A unique and hard to find range of food products.


In the past, this problem was solved by…

…nothing; in the past Australians would have to travel to infrequent farmers’ markets across Australia whether in Orange, Maleny, the Barossa Valley or McLaren Vale to find these artisan products.

Instead of doing this they have opted for convenience by purchasing largely imported and mass-produced food from their local supermarket.

Its predecessors/competitors include…

…the traditional farmers’ markets across Australia. Although the service provides a convenient alternative to visiting farmers’ markets across Australia, it is designed to be an additional service as many enjoy the traditional farmers’ market experience.


It is made for…

…all Australians who purchase food products. More specifically, Australians who want to know where their food has come from and how it was made, and prefer supporting local small businesses and farmers. Foodies, as they prefer to source the highest quality food products. Individuals and businesses who gift are another major market, as it is always hard to find the right gift and everyone loves food. Another target market are those with dietary requirements such as gluten-free and vegan or those who simply prefer organic. Time-poor individuals looking to save time in the kitchen.


It is available for sale through…

…the website launching on the 2nd May 2011: www.efarmersmarket.com.au.

Our marketing strategy is to…

…run a successful public relations campaign including exposure across a wide range of media formats. To utilise SEO and Google AdWords to market online. Teaming up with state governments to promote local businesses and farmers. Working with food bloggers through giveaways to spread the world. Popup farmers’ markets across Australia in high-traffic areas.



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