Retailer of the Year - Farmer Joe's Country Market

When business partners and cousins Julian, David and Christiaan Vedelago open their Farmer Joe’s Country Market fruit and vegetable store today they will greet their regular customers with a wider smile.

Farmer Joe’s Country Market was named Fresh Tastes Retailer of the Year for 2007.

The award is part of the Brisbane Produce Market Fresh Tastes program. In 2007 which more than 150 South-East Queensland independent fruit and vegetable retailers in the growing program.

From this, a top group of finalists were selected.

The announcement was made at the Brisbane Produce Market Gala Dinner held last Friday at the Brisbane Convention and Exhibition Centre.

The popular northside store is owned and run by cousins Julian, David and Christiaan Vedelago. Farmer Joe’s has been serving the local customers since 1979, with Christiaan’s father Joe, the original owner. Mr Vedelago visits the Brisbane Produce Market at Rocklea daily to deliver top quality product and superior customer service.

“We were surprised and extremely honored with the result,” Mr Vedelago said. “We really need to dedicate this award to our loyal staff who have truly made this award possible."

“We always strive to deliver a point of difference at Farmer Joe’s as we know we are competing against the best fruit and veg retailers in Brisbane,” Mr Vedelago said.

The Fresh Tastes program is designed to encourage excellence in fresh produce retailing. In 2007 the Fresh Tastes program heralded a record 152-registered retailers in the greater Brisbane and South East Qld region. The program provides the key promotional skills to the registered stores for them to provide their customers with superior service and the highest quality fruit and vegetables.

Brisbane Markets Limited Chief Executive Officer Andrew Young said the Retailer of the Year element of the Fresh Tastes program was a positive way for industry and retailers to initiate improvement in areas such as product quality, customer service and product knowledge.

"We are not only looking at rewarding excellence but also to provide stores with quality feedback," Mr Young said.

"Southeast Queensland fruit and vegetable retailers set a high standard, and we wish to acknowledge their commitment to providing quality fresh fruit and vegetables and outstanding customer service."

BML Marketing and Communications Manager Ann-Marie Johansen said that it was becoming increasingly difficult to select the winner from the group. “Farmer Joe’s Country Market was up against some truly outstanding stores so this is a real achievement and testament to their management team,” Ms Johansen said.

“In selecting and assessing the finalists, judges looked at a variety of factors including the quality, variety, fresh produce presentation, customer service, store and staff presentation and merchandising.

As the winner, Farmer Joe’s Country Market received a trophy and a $5,000 promotion prize to spend on their store.