Joe makes many friends in markets career

Select Fresh is a fruit and vegetable wholesaler providing the freshest produce and high quality service to our customers. We work out of the Perth Markets.

What do you specialise in?

We supply a wide range of fruit and vegetables across the board depending on the season.

Where do you source your produce from?

We source directly from growers and the market floor to supply our customers depending on the season.

Who are your customers?

We supply to mining camps, supermarkets, restaurants, shipping and retailers.

How did you get into the fruit and veg business?

I first started working in the industry with an after school job and it just progressed from there. I have worked in various parts of the industry since I was 16, which means I have been working in and out of the fruit and veg business for around 30 years.

I just sort of fell into working in the industry and it’s addictive. You leave, but you always end up coming back.

What makes Perth different to the other markets around the country?

There is a big difference with Perth. For one, we are the most isolated capital city in the world so distance is a big thing.

If you are in the eastern states it doesn’t matter where you are, you can pull product overnight from any other state whereas if you are pulling produce to Perth from the eastern states you have to wait between three and five days, depending what you are trying to get.

So you often have that waiting period, so the produce isn’t as fresh which changes the game altogether. We also have to factor in transport costs, which are a lot higher than in the eastern states.

It’s a whole different ballgame.

We always source locally if the produce is available, but you always have your shortfalls so you have to buy from interstate when needed.

What’s changed in the industry over the years?

The extended trading hours have changed the game a bit in Perth.

We are open seven days a week and I don’t think the extra trading hours have made it any busier; we don’t seem to be getting any more business through- it just seems to be spread out over the longer hours.

The extended hours just increase our costs.

Also, many of the growers who were close to the city have sold their farms for housing developments and of course the big supermarkets have taken over the small retailers.

At the end of the day we have fewer growers and with less independent retailers we also have less buyers on the floor.

What is the best thing about working at the markets?

I used to like the haggling of the market 20 to 30 years ago; striking a deal. But business seems to be done differently now, even on the floor there is not as much action. Maybe it’s my age, but it’s not as much fun.

You make great friendships.

What is most challenging about working in the industry?

The starting time of course, wherever you work in the industry. It’s not an easy industry to be in; it’s very challenging not knowing what lies ahead each day.

What is the key to success at the markets?

You have to be prepared to take risks; the key to success in anything really.

What would you change at the markets if you could?

It would be good if we weren’t open on Sundays so that we can have more of a life outside of work.

What message do you have for Australian consumers?

Consumers don’t understand what it takes to grow their fruit and vegetables. They need to value them more. Just because a piece of fruit has a mark on it, it still tastes great.

What does the future hold for the industry?

There will always be future for the industry because people will always need food. There may be less players in the game, which will change the dynamic of how we do business, however we will always be here in some form.