Western Sydney consumers are getting direct access to farm produce at the new Rouse Hill Town Centre farmers’ markets, operating the fourth Saturday of every month.

Their expectations that the food comes fresh and direct from farmers are being met.

No stallholder is allowed to sell produce or product that has been purchased from the central markets at Flemington or from any other wholesale market outlet.

The farmers’ and fine food market has been integrated on its own site fronting Windsor Road, into the town centre which forms part of the 120 hectare former agricultural land use site developed as The New Rouse Hill.

Hawkesbury Harvest, the original driving force behind the establishment of the farmers’ market, is promoting a food chain culture that will enable small local and regional farmers to maximise their viability by direct marketing.

"As part of a self-regulating standard, Hawkesbury Harvest growers can sell their own produce and value added product," NSW Department of Primary Industries’ urban agriculture leader, David Mason, said.

Mr Mason is a long-time champion of urban agriculture and the Hawkesbury Harvest model, now extending its reach as far as Wollondilly Shire, south of Camden, and into central Sydney.

Additional farmers and fine food markets are planned for Sydney in late August 2008 and Penrith early next year.

The Sydney market will be located in Cook Park behind St Mary’s Cathedral.

"As well as their own, growers at the markets are also entitled to sell produce grown and value-added by other farmers with whom they have a direct relationship," Mr Mason said.

"Relationships are the basis of farmers’ markets - it’s all about trust and understanding."

Hawkesbury Harvest has established a strong relationship with The GPT Group that goes back to the early planning stages of Rouse Hill town centre.

"We don’t regard Hawkesbury Harvest as a tenant - they are a partner," the GPT Group’s head of corporate social responsibility, Dr Caroline Noller, said.

The design of the town centre goes further than a commitment from GPT to reduce its impact on the environment.

Dr Noller says it also reflects a strong social investment.

"Our partnership with the Hawkesbury Harvest Farmers and Fine Food Market addresses both requirements."

Contact David Mason, Richmond, (02) 4588 2144, david.mason@dpi.nsw.gov.au