VicFresh - Fresh Produce Industry Awards
The Victorian Fruit and Vegetable "Retailer of the Year Awards" recognise excellence in fresh produce retailing. The awards are widely acclaimed and attract significant public and industry interest.
The awards are part of the Melbourne Markets Retail Support Program that provides participating retailers with business support to encourage their retailing excellence.
All retailers that purchase their supplies from Melbourne Markets are eligible to be considered. This year over 600 individual retailers participated in the program.
 Participating shops are independently mystery shopped during the preceding 12 months and rated against a standard set of criteria that includes customer-service, produce quality and variety, freshness, displays, shop layout, cleanliness, merchandising and specialist customer service including deliveries, carry service and unique products.
In Victoria there are two major awards: Metropolitan Retailer of the Year and Regional Retailer of the Year.
Awards are made to the retailers who consistently achieve at the highest level, operate shops that are appropriate to the locality and are held in high standing within the industry.
Winners each receive a valuable prize package and are inducted into the ongoing "Hall of Fame", a prestigious group of previous winners who continue to lead the way in fresh produce retailing. Sponsors also contribute additional items to the prizes.
 
VicFresh Gala Night 2011
VicFresh 2011 held on Saturday, 26 February in the Crown Palladium room provided the 800 guests with a great night of fun and entertainment. The guests drawn from all fields of the fruit and vegetable industry gathered to celebrate the annual Victorian Fruit and Vegetable Retailer of the Year awards. The theme for the evening was Hollywood Glamour with an opportunity to walk the red carpet in style and be interviewed by the ever-present paparazzi!.
The evening began with the lovely voice of Monique Dimittina and then a good laugh was had by the comic act of “Tenors Undercover”. The Star of the evening was RICKI-LEE COULTER, who flew in from LA to perform for the night. Matt Hetherington and his band then took over and kept the crowd on the dance floor till the end of the night.
Victorian Minister for Agriculture, the Hon. Peter Walsh announced this year’s award winners. Signorelli Fresh Choice, Balwyn awarded the Metropolitan Retailer of the Year and Wilson’s Fruit & Vegetables, Ballarat, won the Regional Retailer of the Year title. Both retailers were previous winners, Signorelli’s in 2003 and Wilson’s in 1997, proving they have maintained a high standard in service and quality. All winners are inducted into the greengrocers’ “Hall of Fame”, a prestigious group of top retailers who continue to lead the way in fresh produce retailing. The night was supported by Victorian growers and wholesalers, many of whom attended with families, staff and friends.
National Point of Sale Systems sponsored both the Metropolitan Retailer of the Year Award and the Regional Retailer of the Year Award, in recognition of the key role that retailers play at the Markets. Awards for 40 Years Service to the industry were also presented on the night.
VicFresh 2011 was sponsored by the Melbourne Wholesale Fruit Veg & Flower Markets, Toyota Material Handling, National Point of Sale Systems and the Lu-Ve Group.
2011 Winners
Metropolitan Retailer of the Year: Signorelli Fresh Choice, Balwyn
Regional Retailer of the Year: Wilson's Fruit & Vegetables, Ballarat
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