'A better choice!'

Advocacy for Retailers

Uniting Greengrocers

Freshmark's most important advocacy initiative is the national retail program called 'A better choice!' that promotes the independent retail sector that sells fruit, vegetables and flowers purchased through the central markets.

The 'A better choice!' (ABC) program has been developed in collaboration with the six state chambers and central markets to increase sales for wholesalers and greengrocers for the betterment of the entire supply chain.

Meegan George - Chief Executive Officer

Shop Local

There’s a special relationship we Aussies have with our greengrocer. They’ve watched your kids grow, slipped a few new-season fruits into your hands, supported your local football team and chatted to you about how your day was going. If we don’t advocate for greengrocers using programs such as ‘A better choice!’ these traditions will be lost forever.

'A better choice!'

levelling the playing field


        ‘A better choice!’ vision is to create a relevant, united and strong local independent retail sector across Australia for fresh produce,  supported by a strong and united central market system.


Seemingly powerless, when greengrocers collectively unite they become a formidable presence against the super giants.


‘A better choice!’ promotes fruit, vegetables and flowers by engaging content/marketing initiatives through tailored activities designed to encourage purchase behaviour. And, to generate greater awareness on a national scale for the independent retail sector and the importance of buying from your local independent greengrocer.


‘A better choice!’ supports and promote the independent retail sector through overarching omnichannel marketing activities, including store activations to sustain market share and create a strong and unified independent retail sector.



‘A better choice!’ increases industry recognition with central market stakeholders, allowing commercial or mutually beneficial partnerships aimed at increasing the financial capabilities of the program.

Through consolidated marketing efforts, ‘A better choice!’ strengthens the market share of the independent sector and thus sustaining the purchase volume at the central markets.

'A better choice!' Recognised by industry

MOYA winner 2021

The ‘A better choice!’ campaign “Shop & Win”  won Australasia’s premier marketing award for the fresh fruit, vegetable and floral industries’ 2021 PMA-Produce Plus Marketer of the Year Award (MOYA). 


Winning MOYA is validation that our industry has recognised the investment Freshmark has made into the ‘A better choice!’ program as an important vehicle to ensuring the prosperity of greengrocers and strengthening our sector’s future. 

Fresh Markets Australia’s Deputy Chairman, Hamish Montague (pictured above with award sponsor Seeka’s Verena Cunningham), accepted the award on behalf of the ‘A better choice!’ team.

Power in Unity


As the peak industry body for the fresh produce industry in New South Wales, Freshmark actively assumes a role of leadership and influence in the retail advocacy of the sector and its priority areas of interest, concern and opportunity.


‘A better choice!’ is one of our most important advocacy programs that has been designed to offset the decline in the number and quality of retail buyers purchasing fresh produce from the central markets.

Designed to stop consumers migrating from shopping at independent retailers to shopping at supermarkets

 Increase more fresh produce being purchased by the supermarkets within the central market system

Reduced the increased competition with Coles, Woolworths and ALDI that has decimated local independent retailers

Better promote the virtues of independent retailers in the face of increasing competition

To encourage, support and promote the sale and consumption of fresh produce purchased from local independent retailers and sourced from Australia’s central markets

Provide an opportunity for consumers to come together to help create a positive future for business owners, produce wholesalers and local growers who supply them.

Educate consumers about the quality, service and freshness of produce at their local fruit and vegetable shop

Support independent retailers with advertising, promotions and merchandising to create a more cohesive visual amongst retailers

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