A farmers' eye earns Yandina retailer success

Yandina Fruit Market owners Jon, Stephen and Rachael Jeffers have a better idea than most when it comes to selecting fresh produce, having grown up on farms, watching the weather and seasons with an experienced eye.

It was only natural that understanding what to buy and when to buy fresh produce bought them kudos from the busy Sunshine Coast community – some traveling kilometers to Yandina to buy their fruit. And now they have received kudos from their peers.

Yandina Fruit Market has been named the Brisbane Produce Market Fresh Tastes Retailer of the Month for August. The win is the third Brisbane Produce Market award for the store in the past three years.

Jon Jeffers was thrilled with the award, being thankful for both his staff members for their "vital" winning service and for having set aside the time to drive the one and half hour trip to Brisbane Produce Market twice a week to select the best fruit for the store.

“Being farmers gives us an advantage in knowing the right season and we are able to compare the best quality from a full range of fresh produce so that our customers get the best on offer,” Mr Jeffers said.

“We could go for the cheaper lines of fruit and vegetables but I don’t believe people want something that is not to standard or won’t last. “Our aim is to give people fresh product that will last in the fridge or fruit bowl, and when they bite into it, it has to taste good.”

The Jeffers already operate a busy home delivery service. They also have plans to expand the store but despite the current small area, have managed to set up a healthy herb section, rows of dressings and sauces to accompany their produce and a big variety of produce on display on a timber central stand that the Jeffers boys made themselves.

Brisbane Produce 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 100 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.

 Rachel and Jon Jeffers proudly display their fresh produce as winners of the Brisbane Produce Market Retailer of the Month for August 2009.