Wayne enjoying the organic edge

“It’s the best decision we've ever made,” he told a packed room at Hort Connections 2018 at Brisbane as part of the Ausveg concurrent session.

“It’s given us market advantage and taught me a whole new way of growing things. And it's been fun.” 

"I believe the bud logo (Australian Certified Organic) gives our marketing an advantage."

RELATED READING

Mr Shields established Peninsula Fresh Organics on his family’s 2 hectare (5 acre) block in Baxter back in 2009 based at Victoria’s Mornington Peninsula region.

Once certified as an organic grower along with wife Tash, they took advantage of the opportunities presented to them in the organic market place and now grow 15 lines of different vegetables in three different sites, from Baxter and Daylesford, up to Barham in the NSW Riverina.

Along with growing vegetables, Mr Shield advocates for small farmers via his presidency of the Victorian Farmers Market Association, a 900 member organisation that has recently joined the board of Australian Certified Organic, Australia’s leading organic certifier.

In his address, he emphasised the benefits the operation had seen in selling through farmers’ markets and farmgate sale. 

The farm sells firstly at the farmers markets which continues to be a large part of the business.

He made the comparison that supplying the supermarkets with three lines doesn’t provide as much as one stall at the farmers markets.

“In other words, we get retail price,” he said. 

Their farm gate business also sees about 300 customers per week over three days, each spending between $70-80 per customer. 

Thinking of the future, he said as a business they are growing consistently.

“We need to start building efficiencies into our business – in the paddock, in the shed and in our people,” he said. 

"We can't be everywhere at once." 

Mr Shields said they have been considering their options with the major supermarkets but said there was a lot to consider.

“Do we start a direct relationship with retailers? Some of our tests have shown it has been really beneficial for both parties,” he said. 

“Are they serious about organic fresh produce? We’re not sure about it. We find that some supermarkets find it hard to interact with small growers.” 

He also outlined some of their main produce lines.

The Shields have invested heavily into leeks and continue to produce lettuce as a mainstay crop, as well as Broccolini, cauliflower, kale, Asian greens, Dutch carrots and radishes.

The business sends to the major wholesale markets.