How a Love for Local Produce Led Me to Buy an Online Foodie Platform

How a Love for Local Produce Led Me to Buy an Online Foodie Platform

I've always been drawn to local farmers' markets. 

Maybe it's the sheer variety of fresh, seasonal produce or the enthusiasm of the vendors who put their heart and soul into their craft. There’s something about the energy of a bustling market that’s infectious—the air filled with the aroma of freshly baked bread, sizzling street food, and fragrant herbs. 

It’s impossible to leave empty-handed.

I always find myself carrying an armful of just-picked fruit and vegetables, along with a few carefully chosen sauces, marinades, or spice blends that quickly become kitchen staples.

One particular week, I found myself scraping the bottom of my favourite chicken salt jar. I thought, why is it that I can only get this at the market? Why can't I buy it whenever I need it? 

As if the universe had read my mind, I stumbled upon a website for sale - a foodie platform originally launched during COVID-19 to help market vendors reach customers online. 

The idea that this website might disappear didn’t sit well with me. I knew I had to step in. My love for local food producers and my belief in supporting paddock-to-plate businesses aligned perfectly with its mission.

Now, two years on, I’m fully immersed in managing vendors, creating content, and running promotional campaigns. 

It’s a fast-paced, sometimes overwhelming, but ultimately rewarding experience. That passion I see in market vendors? I understand it now - I feel it every day for what I do. The excitement of connecting food lovers with incredible small-scale producers keeps me motivated.

My goal is to build the largest online directory for foodies and paddock-to-plate producers, making it easier than ever for customers to support local businesses and buy directly from their favourite market stalls anytime.

For anyone thinking about starting a business, my biggest piece of advice is this: be prepared to put in the work. There will be long hours and plenty of challenges, and success won’t come overnight. But if you’re truly passionate about what you’re doing, the grind feels worthwhile. 

Passion is what fuels every great business, and I see that reflected in the market vendors I admire. 

Now, I get to share in that passion every single day.

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