Retailer of the Month - Yandina Fruit Market 

Yandina Fruit Market owners Stephen and Jon Jeffers always knew when they diversified from their Sunshine Coast farms to retail fresh fruit and vegetables that it would bear fruit – and its bearing them awards as well.

The Farrell Street greengrocer outlet has received a Brisbane Markets Fresh Tastes Retailer of the Month for June 2008, keeping up its award-winning streak after making it to the finals in last year’s Brisbane Markets Retailer of the Year awards.

The Jeffers family have grown fruit and vegetables in the Sunshine Coast region for more than 40 years and Stephen and Jon bought Yandina Fruit Market in 2004 to diversify their growing operations and to get their homegrown produce out to the consumers.

They are best known for their avocados and persimmons and older brother Stephen is president of the Sweet Persimmon Industry Association. It’s this understanding of farming that aids the Jeffers family select first-rate produce and has them seek out their favourite growers who send to the Brisbane Markets so they can select the best for the store.

“It’s a simple formula. We select the best produce available, we taste everything personally and we offer a good variety of product,” Stephen Jeffers said.

“We train our staff to understand the fruit and veg business. One of our team members even began her career in the packing shed, so she understands the quality process more than most.”

Earlier this year Yandina Fruit Market increased its distribution by adding a home delivery service through www.fruitnveg4u.com.au.

“We are constantly looking at better ways of doing things and offering new products and services to our customers. We joined the Fresh Tastes program because it helps us to do exactly that,” states Mr Jeffers.

Brisbane Markets’ Fresh Tastes program is a Brisbane Markets initiative to encourage excellence in fresh produce retailing.

Participating retailers are provided with point of sale materials, in-store competitions, e-newsletters, development sessions, promotional opportunities and mystery shopping. A mystery shopper visits their store twice throughout the year for the Retailer of the Month and Retailer of the Year awards.

More than 150 independent fruit and vegetable retailers throughout South-East Queensland participate in the Brisbane Markets Fresh Tastes program.

Brisbane Markets Marketing and Communications Manager, Ann-Marie Johansen said the Fresh Tastes program meant customers were the winners, with greengrocers like Yandina Fruit Market offered support to develop their staff’s customer service skills and their ability to supply the highest quality fruit and vegetables.

“By being part of the Fresh Tastes program our retailers demonstrate their commitment to excellence in produce, service and continual improvement which means a great shopping experience for their customers,” Ms Johansen said.

Yandina Fruit Market is located at 5 Farrell Street, Yandina and is open Monday to Friday 7am - 6pm and Saturday 7am-5pm.