About Us

Overview

MarketFresh is a business established by the Melbourne Market Authority (MMA) in 2005. The MMA is responsible for managing the Melbourne Markets, the state of Victoria's central wholesale market for fruit, vegetables and flowers. It is one of six central wholesale markets in Australia.  

Wholesale markets are where growers send or take their produce for sale to greengrocers and other fresh retailers, restaurants, wholesalers and provedores. Most central markets operate during the early hours of the morning so that produce can be delivered out fresh each day to meet consumers needs for market fresh produce.

The MMA is committed to promoting the benefits of market fresh produce and providing members of the public with information about where they can buy market fresh produce in their locality.

The primary objectives of MarketFresh are to:

• Promote, inform and educate the public about the full range and benefits of fresh produce including fruit, vegetables and flowers.
• Provide public referrals to retailers that are part of the central market fresh supply network.
• Support point of sale campaigns and "Kids: program materials.
• Provide educational materials and project reference for secondary and primary schools.
• Provide educational and referral material for the restaurant, hospitality and food service training industry.
• Provide product information to food writers.
• Create product promotion opportunities for grower groups.
• Provide a platform for wholesalers and product marketing groups to support seasonal sales and campaigns.
• Cross promote with major events in each state eg Good Food Show.
• Provide seasonal information and product guides to support export.
• Provide a low cost opportunity to extend recipes and promote product sales.
• Involve other fresh produce industries for mutual benefit.

Importantly, this site provides:

• The most comprehensive guide to fruits and vegetables including detailed descriptions, high-resolution photos, handling tips and more.
• Over 200 recipes specially designed by leading Australian Chefs suited to the modern home cook navigated by a user-friendly search engine.
• Specially designed Young Explorer section providing information to children in a fun and educational format.
• Information for members of the public to gain training and expertise in the field of cooking and presentation.
• Promotion of healthy eating and well being for all age groups as well as catering for people with special dietary needs.
• Encouragement to the public to enjoy fresh produce and to experiment with new varieties, recipes and methods of presenting food both in the home as well as commercial settings.
• A constant update of events and promotions to encourage public participation

We encourage you to explore this site, which is constantly being updated, and use our produce reports to inform your weekly shopping and menu planning. We are determined that MarketFresh will become your preferred source of fresh produce and related industry information.

Melbourne Markets

The Melbourne Markets complex contains the:

Fruit & Vegetable Market: The Wholesale Fruit and Vegetable Market contain over 600 produce growers' stands and 140 wholesalers under the one roof. Produce arrives fresh from the growers' farms and in the case of locally produced produce; this can be within a few hours of being picked. The variety, freshness and quantity of produce grown in Victoria is outstanding and includes stone fruit, citrus, leafy vegetables, root vegetables and much more. Significant quantities of produce are consigned from other parts of the Australia to provide year round, fresh, seasonal supply. The Market services the wholesale industry five mornings per week, with trading commencing in the early hours of the morning.

National Flower Centre: Victoria produces around 40% of the national market for flowers. Servicing this market is the National Flower Centre, which was opened in 1996. The NFC is designed to maintain cut flowers in optimum condition for sale throughout Australia and for export. Its location - close to road, rail and air transport enables flowers to be distributed efficiently around Australia and the world. Over 100 flower wholesalers and growers, and 700 florists trade in the Centre six days per week. Ancillary services are also provided, such as warehousing for flower processing and shops supplying a range of products for florists. The Flower Export Council of Australia is also located within the National Flower Centre.

Public and Educational Visits to Melbourne Markets

Melbourne Markets is not open to the public for sales or unauthorized visits. We do however encourage people to visit by booking on our professionally guided tour service. A small fee applies with discounts for educational groups and students. Bookings in advance are essential.

Contact: +61 3 9620 2089.