The social impact of the Gascoyne Growers Market

CUCRH Rural Health Research Fellow Jenny Payet conducted this study on the social impact of a growers market on the Gascoyne community, a horticultural district in the North of Western Australia. Primary producers fraught with rising commodity prices and reduced profit margins coupled with a demand for fresh, local produce, along with concerns about community divisions, were the driving forces behind the establishment of the Gascoyne Growers Market.

The findings suggest that the stallholders have gained economically and socially from the market involvement. It has increased their capacity to expand and diversify existing businesses, developed retail marketing skills and networks, and built consumer confidence.

Also importantly, consumers demonstrated an increased sense of community pride and a significant increase in fruit and vegetable consumption since shopping at the markets. They expressed satisfaction gained from shopping locally, and the opportunity to connect with the producer and other people.

 
The Gascoyne growers markets have contributed to the local economy whilst providing affordable, quality fruit and vegetables to the community and creating a healthy public space. This study demonstrated that a sustainable program founded on the principles of health promotion incorporating collaboration and driven by local stakeholders can result in significant social, health and economic benefits.

Jenny’s project was supported by a Primary Health Care Research, Education and Development program of the Commonwealth Department of Health and Ageing. A/Prof Peter Howat of Curtin University of Technology and Dr Marisa Gilles of CUCRH were academic mentors. The full report can be downloaded here.