Challenging the Giants: The Leaders of Australia’s ‘Unsupermarket Revolution’

As the sun rises every Tuesday morning, Hammad carefully packs boxes of fresh produce alongside his young daughter, who’s just woken up to help with the day’s orders. Together, they arrange tomatoes, leafy greens, and farm-fresh eggs into neat bundles, ready for about 55 families in Sydney’s South Turramurra who depend on his ‘farm to suburb’ food hub for quality produce for about 30 per cent less than what it would cost at his local supermarket.

He gets the in-season produce directly from local producers and spreads the word of his operation through a community Facebook page. Savings come because there are no refrigeration costs. Hammad says people spend an average of $50 on a box of produce from him.

How the ‘Unsupermarket’ Revolution is Helping

The cost-of-living crisis in Australia has significantly increased demand for community food initiatives. According to the Foodbank Hunger Report 2023, 3.7 million households experienced food insecurity in the past year, a 10 per cent rise from 2022. This surge has led more Australians to source their fresh produce from community-based programs where farmers also aren’t losing out.

The Australian Community Sector Survey has also reported that community organisations are facing unprecedented demand, with many struggling to meet the needs of those affected by rising living costs. Jayne Travers-Drapes, the CEO of BoxDivvy, a social enterprise that coordinates food hub co-ops similar to Hammad’s, says she’s seen a huge demand for hubs, and not just in low socio-economic areas.

"People with mortgages, good jobs are struggling to keep up with the rising cost of fresh produce. More people are realizing that the system is broken and are seeking alternatives. We call this, the ‘unsupermarket’ revolution. Food security goes beyond filling bellies; it’s about creating a food system that is fair, transparent, and resilient."

Taking on the Giants

Dr. Rebecca Lindberg, a senior lecturer at Deakin University’s School of Exercise and Nutrition Sciences, notes that Australians are finding it increasingly difficult to access healthy food at an affordable price. "As many as one in eight Australian households are food insecure, and that’s probably a conservative estimate. The problem is growing, and it’s clear we need a coordinated approach to tackle it," she said.

"The reality is that most Australians are forced to shop in the typical mainstream duopoly retail environment. So while it’s great to have some community-led models, they’re still pilot scale, small reach when there are 27 million Australians to feed."

Sharing the Love

For Hammad, running his own co-op didn’t just provide an alternative fresh food option to his local community, it allowed him to make meaningful friendships and share his culture with people he says he would have otherwise not have connected with. When his daughter was born, the majority of the customers that accessed his home-run produce hub didn’t know until they found a surprise in that week’s delivery.

"In Pakistan, when you have a joyous occasion, you pass on some sweets to your neighbors. My wife cooked a traditional sweet called kheer, and we put one serving in every order that week," Hammad said.

"So often, migrants are used as political pawns and are blamed for things such as the housing crisis and a dependency on the social security system. This was our way to make a stand against those that choose fear and ignorance by inviting our community to share a bit of our traditions with us."

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By challenging the status quo and creating innovative solutions to food insecurity, individuals like Hammad are leading the ‘unsupermarket revolution’ in Australia. As more people seek alternatives to traditional grocery shopping, the demand for community-based food hubs continues to rise. Through these initiatives, not only are individuals gaining access to affordable, quality produce, but they are also fostering connections within their communities and sharing cultural traditions.

FAQ

What is the ‘unsupermarket revolution’ in Australia?

The ‘unsupermarket revolution’ refers to the growing trend of community-based food initiatives that provide affordable and quality produce to individuals facing food insecurity in Australia. These initiatives aim to create a fair, transparent, and resilient food system that challenges the traditional retail environment.

How are Australians addressing the cost-of-living crisis through community food programs?

Australians are turning to community food programs like food hubs and co-ops to access fresh produce at a lower cost compared to mainstream supermarkets. By supporting local producers and cutting out middlemen, these initiatives help address the rising living costs and food insecurity experienced by many households in the country.