Meet the Member: Market Fresh SA - Showcase SA

Meet the Member: Market Fresh SA

Pick a Local Pick SA van in the riverland

Meet Penny Reidy, chief executive of Market Fresh SA, which is perhaps best known as the business behind the Pick A Local, Pick SA campaign.

A proud campaigner for supporting fresh South Australian produce, Market Fresh SA is the marketing arm of the South Australian Produce Market tasked with putting more locally-grown fruits and vegetables on South Australian plates.

While Market Fresh SA is based in Pooraka, it advocates for around 100 independent retailers across the state who display the Pick a Local, Pick SA! signage at their stores.

Showcase SA spoke to Penny to find out more about Market Fresh SA.

Q: What does Market Fresh SA do?

Market Fresh SA was established in June 2013 by the South Australian Produce Market and the SA Chamber of Fruit and Vegetable Industries. We run fruit and vegetable-based marketing programs and promotional activities which ultimately drive sales of fresh produce sold through the SA Produce Market.

The main focus is our consumer-facing retail campaign Pick a Local, Pick SA! which showcases South Australian horticulture from paddock to plate and encourages shopping at local independently owned fruit and vegetable retailers. 

Q: How long have you been in operation?

Market Fresh South Australia was established in June 2013.

Q: How have you managed your business through COVID-19?

When COVID-19 first broke there were a lot of changes required operationally at the SA Produce Market to ensure the essential service continued. These changes continue to evolve and a lot of work has been done to ensure business continuity plans are in place and that operationally we are providing a safe environment for continued trade.

With around 100 retailers a part of the Pick a Local, Pick SA! campaign our communications to the retailers shifted gear to encouraging businesses to consider if they were COVID-ready. While retailers enjoyed a boom trade during early panic buying stages, we knew very early on that retailers were going to have to adapt their business models to not only survive, but be in a position to thrive through the pandemic. Those that provided online orders, click and collects, produce boxes and showcased increased hygiene practices, are the ones that have faired well.

Consumers not only stopped wanting to visit large supermarkets, but they also became very quickly conscious of where their produce was coming from and it created an opportunity for independent retailers to provide a superior level of service and supply of quality produce.

Q: What do you enjoy most about your Showcase SA membership?

The opportunity to engage in regular professional development and the wide mix of members providing a great networking avenue

Q: How has Showcase SA helped improve your business outcomes?

The aim of Pick a Local, Pick SA! is to build recognition that when you see that sign you know that you are supporting the South Australian horticultural industry from paddock to plate.  Attendance at Showcase SA events helps us build that brand recognition and provides an avenue to tell the story of South Australian horticulture. 

Q: Where can we find Market Fresh SA?

You can find any of our Pick a Local, Pick SA! member retailers at

Market Fresh SA are Showcase SA members which operate the Pick a Local, Pick SA! campaign. Find out more about Showcase SA Membership and enquire about how you can grow your business connections here.

To find more Showcase SA members check out our member directory.

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