Direct Farm Purchases Surge Amid Supermarket Scrutiny in Australia

As the cost of living crisis tightens its grip on Australia, a significant number of consumers are choosing to bypass traditional supermarkets, opting instead to buy directly from farms. This shift is largely attributed to recent allegations of supermarket price gouging, which have propelled a 25% increase in customers seeking to support farmers directly.

Baryulgil, New South Wales beef producers Bianca Tarrant and David McGiveron, founders of Our Cow, are at the forefront of this movement. Starting with an aim to secure better prices by selling directly to consumers, their online platform has garnered over 50,000 customers and a waiting list of 600 farmers eager to join. Despite the higher price points—Our Cow’s rump steak sells for $43 a kilogram compared to supermarket prices of $33-$36/kg—customers are willing to pay more to ensure farmers receive fair compensation.

This trend isn’t limited to beef. Egg producers, macadamia nut farmers, and olive oil producers are among those exploring direct sales, driven by the desire for transparency, sustainability, and fair pricing. Such initiatives cut out the middleman, offering farmers the opportunity to become price makers rather than takers, and allowing consumers to invest in the welfare and sustainability of local agriculture.

As technology facilitates easier access to farm-direct products, more Australians are embracing the opportunity to support local farmers, even if it means paying a premium. This movement not only provides consumers with products that have a point of difference but also contributes to a more resilient and transparent food supply chain.