When Harris Farm Markets opens their latest store on the Surry Hills and Redfern border, it will be the next iteration in an extraordinary evolution that started 53 years ago, with a belief in something greater than just fresh food.
Harris Farm Markets at The Village Surry Hills in Redfern will open on Thursday, August 22 to a fanfare of seafood, with long-time seafood partner, Fish in the Family, offering specials on Queensland Barramundi and Tiger Prawns, as well as Mount Cook Salmon, and the Infinity Blue Barramundi over the opening week-end.
| Deals | Details |
| Fish In The Family | • Fresh seafood • Opening specials: QLD Barramundi $39.99/kg, QLD Tiger Prawns $29.99/kg |
| Seafood Tastings | • Mount Cook Salmon: 22-23 Aug • Infinity Blue Barramundi: 24-25 Aug |
| FOTF Promotion | Sign up as a Friend of the Farm and shop in-store for a chance to win one of five $50 seafood bundles |
| Infinity Bakery | • 25% off coffee and pastries • $6 sourdough loaves • Samples Thu-Sun |
The Redfern store brings together the best that Harris Farm Markets has to offer in one place. This is a process that reflects an active policy to develop very strong relationships with farmers, alongside a highly customer-oriented policy that has included a program to remove the use of artificial colours from their product range, and a market leadership commitment to overnight cold storage for their fresh fruit and vegetables.
This passion for quality and “the customer as family” is something that has embodied Harris Farm Markets from the beginning.
The Inspiring Journey of Harris Farm Markets
In 1971, David Harris and his wife Catherine opened their first store in the Western Sydney suburb of Villawood, not long after they graduated from university.
A decade after, he and wife had grown the business enough to include stores in the affluent Sydney suburbs of Willoughby, Mosman, Castle Hill, Pennant Hills and Chatswood. Things were looking good.
In 1987, the business became the largest independent retailer of fruits and vegetables. By then, they had sold half the business to Panfida, a venture capitalist firm, to fund rapid expansion.
What followed next is an inspiring story of community, solidarity, and triumph over adversity.
Five years after acquiring equity in Harris Farm Markets, Panfida went into receivership, nearly taking the business down with it.
Proving that it does take a village to raise a child (in this case, a brainchild, the business), friends and family invested their hard-earned money to save the business. After investing, they turned to David Harris to manage the stores for them.
After they had recouped their investment, these friends and relatives gifted their equity right back to David Harris. By 2011, he had refinanced and once again, the business was back into the fold, 100% family-owned.
Growing the business involved both husband and wife working side by side, each bringing their own contribution to the table.
“The expertise I brought related to the things that big corporates have in place, like key performance indicators, systems and disciplines. David, with his unparalleled knowledge of the industry, brought agility, lateral thinking and innovation. Part of the success of Harris Farm is that we bring this breadth to the board. It is a winning formula,” Cathy Harris recounted in an interview with the American Institute of Company Directors, where she is a Lifetime Fellow.
This experience is at the root of their strong belief that family is everything and that family extends to everyone who makes the business a success: their employees, suppliers, the community around each Harris store, and their customers.
The concept of “family” is so intrinsic to the core of the business that when it was time for David and his wife to “retire” from the day-to-day operations, they decided to hand over the reins to three of their five sons who were working for the business at the time.
Luke joined the business in 1995 and had been there the longest at the time; Angus started in 2003 and was the chief information officer; Tristan started learning the ropes as a grocery buyer in 2006. In an unprecedented move that many in the industry believed would fail, all three were appointed co-CEOs.
Catherine Harris“We have the discipline, reporting structures and the agenda of a large corporation, but we have the flexibility, ingenuity, honesty and the hands-on passion of a small company.”
Since then, Harris Farm Markets has grown to become a thriving chain with over 29 stores across New South Wales and Queensland. The company has remained true to its roots and the values that it has represented for five decades: quality produce, support for local farmers, and a commitment to fresh food.
To an independent business like Harris Farm Markets, supply chain is important so they do what they can to make sure their suppliers are supported and treated fairly and well.
“We’ve always been about quality, freshness, and supporting local farmers,” Angus Harris said in an interview with Good Food. “That’s something we’ve never compromised on, even as we’ve grown.”
These values have helped Harris Farm Markets stand out in a competitive market. While many retailers focus on scale and efficiency, Harris Farm Markets has remained committed to the principles that David Harris established in those early days.
Standing Out
Since the early days of the business, competition has always been fierce, with other stores jostling for a position in the market. David Harris has always understood that building a loyal customer base required not only hard work but also a deep understanding of what the community needed.
“I remember a lady who would come every week without fail to buy apples,” he once recounted. “One day, she asked me to pick the best ones for her daughter’s birthday. That’s when I realised that what I was doing was more than just selling fruit—it was about being a part of people’s lives.”
The average annual household spend on groceries sits at around $10,000 per annum in Australia (Note: varying reporting is either side of this figure). The spend is largely distributed between Coles(28%) and Woolworths (37%). Together with Aldi (10%) and Metcash (7%), these stores control over 80% of the market.
In keeping with Harris Farm Market’s values, for example, the new Redfern store has also established an Aboriginal Employment Strategy to support the local community, recruiting staff for various positions, bringing opportunities and support to develop great careers.
Delivering a great customer experience is also paramount. Customer focus is something that the Harris family has cultivated and passed on to all their employees.
In a marketplace dominated by the Big 2 and the more recent “low-cost” players, Harris Farm Markets has grown steadily with over 300 million dollars in annual sales, whilst offering a combination of policies that deliver highly responsible community leadership.
The local community vibe is something that local contemporary artist, designer, and illustrator Nico Nicoson, known for his large public artwork installations, strove to capture in the stunning mural he created for the Redfern store.
“I consider myself a bit of a foodie and always love creating images related to food and the enjoyment around it. I love creating images that are fun and playful. I was really keen to represent the unique local community vibe in the artwork and had a lot of fun incorporating the beautiful little terrace houses that really capture the inner-city village lifestyle that I love so much,” Mr Nicoson said.
Making a Difference: In Partnership With Farmers
For decades, Harris Farm Markets has built its reputation on a commitment to fresh, locally sourced produce. Forming and maintaining strong relationships with the farmers who grow the produce are considered vital to the core of the business.
Both David and Cathy Harris, despite relinguishing operational control to their sons, still maintain active involvement in maintaining supplier relationships; Cathy is the chairperson of this endeavour.
These supplier relationships are particularly crucial during times of environmental stress, such as droughts, when the livelihood of farmers is on the line.
During periods of drought, many large retailers might turn away from local produce due to inconsistencies in supply or quality. Unlike them, Harris Farm Markets has consistently shown that it values its supplier relationships over short-term profits.
By continuing to purchase from local farmers, even when yields are low or even if the produce isn’t aesthetically perfect, Harris Farm Markets provides crucial financial stability to farmers who might otherwise struggle to stay afloat.
Farmers who have partnered with Harris Farm Markets often speak of the emotional support that comes with this financial stability. Knowing that there is a buyer who values their hard work and is willing to stand by them during the hardest of times can be a powerful motivator to keep going, even when the future seems uncertain.
“By choosing to purchase the full crop, and promote imperfect fruit and veg, we’ve ensured that farmers receive a fair return for their hard work, reducing the financial impact of previously discarded produce. Together, we are proving that beauty comes in all shapes and sizes, and that every crop holds value,” Co-CEO Angus Harris said, explaining the rationale behind their enduring support.
For many farmers, having a reliable buyer during these difficult times can mean the difference between staying in business or shutting down. The assurance that their produce will still find a market, even when conditions are dire, provides a much-needed financial safety net.
The company’s marketing efforts during droughts also focus on educating consumers about the impact of drought on farmers and the importance of supporting local agriculture during these tough times.
In-store signage, social media campaigns, and customer newsletters are used to highlight the challenges faced by farmers and how purchasing locally grown produce can make a difference.
Always on the Leading Edge
Harris Farm Market has always been ahead of the curve, when it comes to thinking of ways to make a difference to the community.
No to Plastic
It was the first major supermarket to stop using plastic bags, advising its customers to use paper bags and cardboard boxes for their shopping.
In 2021, Harris Farm Markets committed to reducing plastic use in their stores by implementing reusable crates for fresh produce and introducing a “BYO container” option for customers.
Free Fruit for Children
The company offered free fruit for children while their parents shop, something they did quietly and without fanfare, a practice that was eventually adopted by Woolworths and eventually, Coles.
Imperfect Picks
True to its practice of innovation with a heart, Harris Farm Markets was also the first to launch its “Imperfect Picks” program, offering fruits and vegetables that did not quite meet the cosmetic standards of other retailers, selling them at a lower price.
While these products might be rejected elsewhere, Harris Farm Markets sees their value and offers them to consumers at a discounted price, providing value-for-money options for shoppers and much-needed support for farmers for products which might otherwise go to waste.
This program not only helps farmers sell produce that might otherwise go to waste but also educates consumers on the importance of reducing food waste. By promoting these “Imperfect Picks” to shoppers, Harris Farm Markets encourages customers to look beyond appearances and appreciate the nutritional value and taste of the produce, regardless of its shape or size.
“We are immensely proud of this achievement. Our Imperfect fruit and vegetables are just as delicious and great for cooking as the blemish-free kind. At up to 70% cheaper than their more perfect counterparts, Australians are able to feed their families with fruit & veg which would otherwise have been dumped, ploughed back into a field or used as animal feed. This journey has been possible thanks to our dedicated team, our loyal customers, and our invaluable relationship with local farmers,” Angus Harris, Co-CEO, said.
“…every piece of fruit and veg, no matter its shape or size, has immense value,” he added. “By embracing imperfections through our total crop solution, we have ensured that more Australians receive quality, nutritious fruit and veg at an affordable price, reducing waste and ensuring that value isn’t just about appearance, but substance.”
The initiative became so successful that competitors soon followed suit, with “The Odd Bunch” and similar strategies that now appear throughout the industry. The combined impact on food waste has been dramatic.
Sarah Johnson, a regular shopper at a Harris Farm location, agrees. “I love that Harris Farm Markets makes it easy to support local farmers. The ‘Imperfect Picks’ are such a great idea. They’re cheaper, just as tasty, and I know my money is going to help someone who really needs it,” she said.
No Artificial Colours
Further solidifying its commitment to sustainable retail practices, Harris Farm Markets has also eliminated artificial colours, after a five-year process working with suppliers, becoming the only major grocery provider to do so.
“For over 50 years Harris Farm Markets have been delivering goodness to Australian families. To continue to do this, we knew we needed to eliminate artificial colours from our shelves. So, for the past five years we have been working with our suppliers, to find new methods of production if needed and alternative ingredients if required. Now, our pasta sauces, dips, juices, peanut butter, cookie dough, curry pastes, chocolates, soups, noodles and even orange juices just to name a few, are all free of artificial colouring,” Co-CEO Tristan Harris said.
“We take immense pride in what we sell, and even more pride in what we don’t sell, and from now on, we don’t sell food with artificial colours. We are also incredibly proud to be the only major grocery provider in the country to be now artificial colour free,” he added.
Gourmet Treasures
For those who seek out the finest foods, Harris Farm Markets at The Village Surry Hills in Redfern is more than just a grocery store—it’s a haven of gourmet delights. From artisanal cheeses to rare spices, this market offers a selection of products that promise to elevate any meal. Whether you’re a seasoned home cook, a professional chef, or simply someone who loves good food, the Surry Hills location is a treasure trove of culinary possibilities.
Artisanal Cheeses
One of the highlights of Harris Farm Markets in Redfern will be its impressive selection of artisanal cheeses. From locally made varieties that showcase the best of Australian dairy to imported specialties from Europe, there’s something to satisfy every cheese lover. The market’s cheese section has 600 varieties of cheese, carefully curated to include both popular favorites and unique finds that are hard to come by elsewhere.
Specialty Meats and Charcuterie
Harris Farm Markets is also the destination for those seeking high-quality meats and charcuterie. The market’s Proper Meat Butcher offers a range of quality meats, including free-range and organic options, as well as a curated selection of charcuterie that includes everything from prosciutto to pâté.
For home cooks, the market’s selection of meats offers an opportunity to experiment with new cuts and flavors, bringing restaurant-quality ingredients into your own kitchen.
Organic and Exotic Produce
Harris Farm Markets is known for its commitment to providing fresh, high-quality produce, and the Redfern location takes this to the next level with its range of organic and exotic fruits and vegetables. From heirloom tomatoes to dragon fruit, the market offers an array of options that cater to both health-conscious consumers and adventurous eaters.
The Harris Farm Markets policy on fresh fruit and veg also means that at the end of every day, the whole stock is moved into cold storage. You would expect that this was the industry norm but not so, Harris Farm Markets make that extra effort to maintain the freshness of their produce.
Whether you’re shopping for everyday meals or looking to create something special, the produce section at Harris Farm Markets Surry Hills is sure to inspire.
Food blogger Jess Wilson only has good things to say about the produce at Harris Farm Markets. “I was looking for something different to use in a salad and came across these beautiful purple carrots and watermelon radishes,” she says. “They were so vibrant and added a lot of flavor and color to the dish. I love that I can find such unique ingredients right here in Sydney.”
Gourmet Pantry Staples
Beyond fresh produce and meats, Harris Farm Markets is also a go-to spot for gourmet pantry staples. Visitors to the store at The Village Surry Hills will find a wide range of high-quality oils, vinegars, spices, and specialty grains that can elevate even the simplest dishes, a must for a well-stocked pantry.
“One of my favourite discoveries was this incredible truffle oil,” says Daniel Lee, a home cook who frequents his neighbourhood location. “It’s a bit of a splurge, but a little goes a long way, and it really makes a difference in my pasta dishes. I also found a spice blend that’s perfect for recreating a dish I had on a trip to Morocco.”
Customers who join the Friend of The Farm program will get 5% off produce, exclusive deals, and market updates at Harris Farm Markets at The Village Surry Hills in Redfern.
Follow the Harris Farm Markets Facebook and Instagram pages for more information.
Published 18-August-2024.